Shiu-Wan Hung

The adoption intentions of mobile applications

Downloading or buying mobile applications are becoming increasingly popular activities, which would seem likely to affect the daily life of human beings. However, little empirical evidence about the factors, which influence downloading of mobile application is available. This study examines the concepts of attitude, subjective norm and perceived behavior control with reference to the extended theory of planned behavior model to explain why people download mobile applications. We collected 320 valid questionnaires, and used a structural equation model to conduct the empirical study. The results indicated that attitude, subjective norm, and perceived behavior control have a significant effect on the downloading intention of mobile applications. However, the results show that compatibility and self-efficacy have no significant effect on the downloading behavior of mobile applications. Furthermore, this study also finds that network externalities affect user intention and behavior toward downloading mobile applications in an indirect way.

A study of organic food consumption behavior using the decomposed theory of planned behavior

Organic food is an achievement of agricultural scientific and technological innovations, in order to ensure the application of agricultural science and technology and innovation from organic agricultural producers and participants benefit. This study employed the decomposed theory of planned behavior to analyze the antecedent factors that influence consumer purchase of organic food by deconstruction of the constructs related to attitude, the subjective norm, and the perceived behavioral control. Based on these influencing effects, the study aimed to provide marketing suggestions to popularize organic food. In total, 441 effective questionnaires were collected. The data was analyzed using the structural equation model. The study results indicate that consumers with ethical consciousness will consider environmental protection when they make food purchasing decisions, and have a comparatively positive attitude towards the purchase of organic food. One of the main motives for purchasing organic food is the requirement that food ingredients are safe and natural. Additionally, with respect to external influences, consumers tend to trust information delivered by TV media, experts, and Internet word-of-mouth. Nonetheless, consumers with high or low involvement obviously have significant differences in the relationships between facilitating conditions and perceived behavioral control. Therefore, intensifying the environmental resources of organic food will enhance the purchasing intention of consumers who have low involvement.

A study on the sales performance of automobiles: A case study of the US market

This study employed data envelopment analysis and the Malmquist productivity index (MPI) to measure the sales performance of automobiles in the United States market. Our results indicate the mean efficiency value of pickups was higher than those of SUVs, minivans, and sedans/hatchbacks. The efficiency values of cars costing less than USD 20,000 were relatively low. In terms of changes in productivity, our results reveal that although the overall sales performance of the automobile market increased during the study period, the relevant technologies did not improve, but rather regressed.

Exploring the adoption intentions through decomposed theory of planned behavior: An empirical study on mobile applications

Downloading or buying mobile applications are becoming increasingly popular activities, which would seem likely to affect the daily life of human beings. However, little empirical evidence about the factors which influence the downloading of mobile applications is available. This study examines the concepts of attitude, subjective norm and perceived behavior control with reference to the extended theory of planned behavior model to explain why people download mobile applications. We collected 320 valid questionnaires through Google Doc, and used a structural equation model to conduct the empirical study. The results indicated that attitude, subjective norm, and perceived behavior control have a significant effect on the downloading intention of mobile applications. However, the results show that compatibility and self-efficacy have no significant effect on the downloading behavior of mobile applications.