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Definition of Variables in UTAUT2 Model

   

Added on  2021-04-19

12 Pages2446 Words265 Views
Running head: RESEARCH PROPOSALResearch ProposalTitle:To investigate factors which may affect consumers’ intention to use WeChat PayName of the UniversityName of the StudentAuthor note

1RESEARCH PROPOSALTable of Contents1. Title:.............................................................................................................................................22. Study Rationale:...........................................................................................................................23. Objectives:...................................................................................................................................2Objective 1...................................................................................................................................2Objective 2...................................................................................................................................3Objective 3...................................................................................................................................34. Literature review..........................................................................................................................34.1 Mobile applications – an overview........................................................................................34.2 Development of IT acceptance theory and model.................................................................34.3 Definition of variables in UTAUT2 model...........................................................................45. Hypotheses Formation.................................................................................................................56. Methodology................................................................................................................................86.1 Primary Research...................................................................................................................86.1.1 Research techniques........................................................................................................86.1.2 Sample Design................................................................................................................86.1.3 Potential Limitations and Contingency Plan..................................................................86.2 Secondary Research...............................................................................................................98. References:................................................................................................................................10

2RESEARCH PROPOSAL1. Title:To investigate factors which may affect consumers’ intention to use WeChat Pay 2. Study Rationale: Mobile devices have turned out to be an essential gadget in recent years and it is expectedthat mobile devices will exceed world population in the future. Devices such as tablets andsmartphones are no longer limited to providing entertainment to consumers; these devices nowpossess multiple features. Hew et al. (2015), view that mobile devices have become omnipresentin people’s lives, which in turn, have reshaped “consumer’s online shopping experiences”.Mobile applications in particular, have had an immense influence on consumer’s intention to buyeither online or in retail outlets. Venkatesh, Thong and Xu (2016) developed the Unified Theoryof Acceptance and Use of Technology (UTAUT) to understand the user intentions towards usingan IT device. In Hong Kong, the mobile app WeChat Pay has become one of the most extensively usedmobile messaging services. It has evolved as the country’s biggest and most popular paymentsplatform for mobile. According to a news report, more than 900 retail shops in HK haveintroduced WeChat Pay(Xinhuanet.com 2018). The mobile app now aims to extend its service inareas such as ticket booking for trains across China. The present paper will attempt to discussthe factors that influence consumer intention to make payments through WeChat pay in HK retailshops. 3. Objectives:Objective 1 – Academic area

3RESEARCH PROPOSALTo identify the factors which may affect consumer intention to adopt mobile paymentappsObjective 2 – Exploring areaTo investigate the influence of the factors (Performance, Effort Expectancy, Price Value,Facilitating Conditions, Habit, Social Influence, Hedonic Motivation) on consumer intention toapply Wechat Pay in HKObjective 3 – Overall contribution To provide insights for WeChat Pay marketers as for how to improve the adaptation ofWeChat Pay in HK market4. Literature review4.1 Mobile applications – an overviewIn general, three types of mobile applications are there that include web apps, native appsand hybrid apps (Kumar and Vithani 2014). Web apps refer to the websites that are similar tonative apps. Users are first directed towards the website URL where they are presented with theoption of either to download the native app or continue with that web app. Native apps are thosethat are created for one operating system that is iOS and are downloaded by users on theirsmartphones (Hew et al. 2015). On the other hand, hybrid apps, as the name suggest, combinethe features of both web and native apps. Web apps are enfolded by native app layers that formhybrid apps. Financial Times and Angry Birds are few of the many examples of hybrid apps. 4.2 Development of IT acceptance theory and model

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