USE OF SHOPPING MALLS’ APPLICATIONS AS A CUSTOMER ENGAGEMENT TOOL AND CONSUMERS’ TECHNOLOGY ACCEPTANCE

Abstract

The purposes of this study were to compare levels of technology acceptance in the use of shopping malls’ applications and to investigate influencing factors of usage behaviors of the shopping malls’ applications. The Technology Acceptance Model and Network Externality were employed as a conceptual framework. In this quantitative study, questionnaires were used for data collection. The sample were obtained through a stratified random sampling to include 402 users of the shopping malls’ application services. The data were analyzed by a bivariate analysis and a regression model. Results revealed that the application users of The 1 Card demonstrated different levels of technology acceptance from those of the M Card with statistical significance and the influencing factors of the usage behaviors of The 1 Card and the M Card applications with statistical significance consisted of a perceived quantity of network participants, a perceived quantity cross-platform operations, perceived fulfillment, perceived ease of use, perceived benefits, perceived security, positive attitudes towards the use of the applications, norms of close acquaintances, family members and friends, norms of individuals in contact, norms of reference groups, intention to use the applications, and usage behaviors.