Journals Information
Universal Journal of Psychology(CEASE PUBLICATION) Vol. 4(3), pp. 117 - 122
DOI: 10.13189/ujp.2016.040301
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Diffusion Process of Mobile Social Shopping Based on LINE Service
Wei-Shang Fan *, Jan-Kai Huang
Department of Business Administration, Nanhua University, Taiwan
ABSTRACT
It seems that Line has become the most commonly used instant messaging software. Over 44 million people are sending messages through Line everyday with one billion messages flowing between mobile phones and computers in the world. Why Line would be so popular in Taiwan and people are obsessed by it? For what reason the software could attract people to use and set up discussing group to further create unlimited demands? The topic is worthy of exploring and investigating. To better understand the crucial factors of behavior intention in use of activity community service, this study is intended to investigate what kinds of factors effect of using LINE service on consumers' attitude towards in activity community market. The research approach includes the bass SEM model and catastrophe model. We explore the relationships between satisfaction, switching barriers and behavior intention through by CFA and SEM. Secondly, GEMCAT is employed to estimate the cusp catastrophe model using our research data. The qualitative model was instrumental in planning a strategy for a changing market environment characterized by inflation and decreasing switching cost. With high switching cost, whether a person is satisfied or dissatisfied, it is very difficult to change to the opposite state. Finally, we discuss the findings from an academic and managerial perspective and provide directions for future research.
KEYWORDS
Line, Trust, Attitude, Perceived Usefulness, Catastrophe Model
Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Wei-Shang Fan , Jan-Kai Huang , "Diffusion Process of Mobile Social Shopping Based on LINE Service," Universal Journal of Psychology(CEASE PUBLICATION), Vol. 4, No. 3, pp. 117 - 122, 2016. DOI: 10.13189/ujp.2016.040301.
(b). APA Format:
Wei-Shang Fan , Jan-Kai Huang (2016). Diffusion Process of Mobile Social Shopping Based on LINE Service. Universal Journal of Psychology(CEASE PUBLICATION), 4(3), 117 - 122. DOI: 10.13189/ujp.2016.040301.