This document provides an introduction and literature review for a study examining consumers' repurchase intentions for mobile shopping apps. The introduction includes background on increased mobile device usage and outlines the research question of why consumers want to repurchase through mobile shopping apps. It also discusses the study's purposes to examine the influence of shopping values and antecedents on repurchase intention. The literature review presents the research model and hypotheses. It reviews concepts from prior studies on shopping values, perceived risks, usefulness and ease of use, mobile page quality, and other factors. The methodology section then describes the research framework, hypotheses, participant recruitment, pilot study, survey instrument, and data analysis plan using measurement and structural equation modeling.

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Contents
Introduction
Literature Review
Methodology
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INTRODUTION
Background
Motivation
Purposes of the Study
Research Question
Statement of the Problem
Significance of the Study
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Background
As the usage of mobile devices increased in recent
years, many people rely on mobile devices.
60%
Web
45-51%
App
Combined
24-28%
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Motivation
electronic commerce
e-commerce
mobile commerce
m-commerce
Different channel has different shopping mode.
Shopping values were used to investigate ecommerce and m-commerce purchasing behavior.
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Research Question
Why consumers want to
repurchase through mshopping APPs?
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Purposes of the Study
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To examine the influence of shopping
values from different shopping channel
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To investigate the influence of shopping
values on consumers’ repurchase
intention on m-shopping
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To explore the influence of antecedents
on shopping values
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Statement of the Problem
Many m-shopping studies have researched consumer’s
behavior through TAM or TPB, but these theories are
only used to explore consumers’ rational behavior.
Few studies have investigated the issue of mshopping through mental dimensions.
Many studies focused on the extrinsic factors to
examine the technology adoption.
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Significance of the Study
This study didn’t only focus on the rational
theory, is through mental dimensions to
investigate consumers’ behavioral intention.
This study integrated the intrinsic factors with
the extrinsic factors to explore consumers’
behavioral intention.
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LITERAURE REVIEW
Research Model
Hedonic Value and Utilitarian value
Perceived Risk
Perceived Usefulness
Perceived Ease of Use
Mobile Page Quality
Price and Brand Consciousness
Personal Affinity
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Research Model
Perceived
Usefulness
Hedonic Value
Perceived Ease
of Use
Mobile Page Quality
Visual Appeal
Security
Perceived Risk
Behavioral
Intention
Download Delay
Navigability
Price
Consciousness
Utilitarian
Value
Brand
Consciousness
Personal Affinity
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Utilitarian and Hedonic
Shopping Values
Utilitarian
Hedonic
goal-oriented, rational
and deliberate
product acquisitions
where shopping is
perceived to be work
or a necessity
more subjective and
personal than its
utilitarian counterpart
and results more from
fun and playfulness than
from task completion
Utilitarian
Hedonic
(Babin et al., 1994)
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Utilitarian and Hedonic
Shopping Values
The outcomes of hedonic or utilitarian
shopping may provide insight into many
consumer’s consumption behaviors that are
difficult to explain using only functional
explanations.
(Babin et al., 1994)
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Perceived Risks
potential financial
performance
physical
psychological
social losses
(Tuu et al., 2011)
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Perceived Risks
If consumers find any difference in their
actual purchasing experiences and
purchasing goals, they will perceive
higher risk; thus, they may discontinue or
avoid the adoption of the product or the
service in question.
(Kesharwani & Bisht, 2012)
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Perceived Usefulness and
Perceived Ease of Use
Perceived Usefulness
Perceived Ease of Use
a person’s perception
that using a particular
system or a new
technology would
enhance his or her
performance
a person’s perception
that using a particular
system or a new
technology would be
free of effort
Perceived
Usefulness
Perceived
Ease of Use
(Davis, 1989)
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Perceived Usefulness and
Perceived Ease of Use
• Perceived usefulness and perceived ease of
use will determine a person's behavioral
intention to use a new technology or device,
especially, focused on technology adoption
and usage at the organizational and systems
level.
(Davis, 1989)
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Mobile Page Quality
Visual Appeal
Navigability
Security
Download Delay
(Wells et al., 2011)
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Mobile Page Quality
Designing a website is a key challenge for
attracting people on first viewing and
interesting, and a good website will encourage
consumers to repeat the visits.
(Kassim & Abdullah, 2010)
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Price Consciousness and
Brand Consciousness
Consciousness represents consumer’s
willingness and the intention of product
seeking; while also represents consumer’s
decision making style, and constantly
leading consumer
Choice.
(Sproles & Kendall, 1986)
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Personal Affinity
Personal affinity has been used to evaluate
personal attitudes towards a medium and its
content.
(Rubin, 1981; Perse, 1986)
Personal affinity is likely to lead favorable
attitudes toward purchasing behaviors for using
the medium.
(Kim et al., 2009)
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03
METHODOLOGY
Research Framework
Research Hypotheses
Participants
Procedures
Pilot Study
Instrument
Data analysis
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Research Framework
Perceived
Usefulness
H6a
H6b
H7a
Perceived Ease
of Use
Mobile Page Quality
Visual Appeal
Security
H4
H7b
H8a
Perceived Risk
Price
Consciousness
H1
H3
Behavioral
Intention
H8b
H5
Download Delay
Navigability
Hedonic Value
H9a
H9b
H10a
H2
Utilitarian
Value
H10b
Brand
Consciousness
Personal Affinity
H11
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H1
Hedonic value will positively affect repurchase intention.
H2
Utilitarian value will positively affect repurchase intention.
H3
Perceived risk will negatively affect repurchase intention.
H4
Perceived risk will negatively affect hedonic value.
H5
Perceived risk will negatively affect utilitarian value.
H6
Perceived usefulness will positively affect hedonic and utilitarian values.
H7
Perceived ease of use will positively affect hedonic and utilitarian values.
H8
Mobile page quality will positively affect hedonic and utilitarian values.
H9
Price consciousness will positively affect hedonic and utilitarian values.
H10
Brand consciousness will positively affect hedonic and utilitarian values.
H11
Personal affinity will positively affect repurchase intention.
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Participants
College students
Convenience sampling
Central Taiwan
300 respondents
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Procedures
Data
collection
Pilot
Study
The
survey
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Pilot Study
40
College
students
Central
Taiwan
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□ Married
□ Other
4. Monthly income □ Under 10,000 □ 10,001~ 20,000 □ 20,001~ 30,000
1. I intend to continue
□30,001~ 40,000
purchasing products from the □ 40,001~ 50,000 □ over 50,001
□ □ □ □ □ □
m-shopping APP in the
future.
Entirely Disagree
□ Single
Mostly Disagree
3. Marital status
Somewhat Disagree
□ Under 19 □ 20~29 □ 30~39 □ 40 +
Prize draw
No Comment
2. Age
□ Male □ Female
Somewhat Agree
1. Gender
Entirely Agree
Part 2. Demographic Characteristics
Mostly Agree
Instrument
□
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Data analysis
Measurement model
To assess the
reliability and validity
To measure the
research hypotheses
Structural equation
model
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30. Thank You
for Your
Attention!
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