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URN	etd-0601113-005756
Author	Kuan-Chung Lin
Author's Email Address	m004020045@student.nsysu.edu.tw
Statistics	This thesis had been viewed 5363 times. Download 90 times.
Department	Information Management
Year	2012
Semester	2
Degree	Master
Type of Document
Language	zh-TW.Big5 Chinese
Title	The Effect of Affordance and The Mediating Role of Cognitive Assimilation On Ubiquitous Commerce Consumption
Date of Defense	2013-06-24
Page Count	85
Keyword	Context-Aware Facilitation Social Interaction Consumption Behavior Cognitive Assimilation Affordance Theory Chaos Theory Ubiquitous Commerce
Abstract	The rapid development of modern ubiquitous computing and wireless communication technology, coupled with the increasingly high penetration rate of the Internet, is promoting ubiquitous commerce (UC) as a significant application for both enterprises and consumers. With accelerated business competition and the popularity of Internet and mobile device use, there is an urgent need to understand the factors that would entice user’s consumption behavior in an UC context. This study presents a conceptual model, based on chaos theory and affordance theory, for investigating the effect of affordance and the mediating role of cognitive assimilation on ubiquitous commerce consumption. A scale that measures above constructs is developed and validated. Survey data from e-community and part-time students who have mobile commerce experience is tested. The partial least squares (PLS) method is empirically used to test the conceptual model and hypotheses using the collected survey data. The empirical results support the proposed model. The analysis provides evidence that the context-aware facilitation and social interaction positively effect on cognitive assimilation; the cognitive assimilation positively effects on butterfly effect consumption and hedonic consumption; context-aware facilitation and social interaction enhance butterfly effect consumption and hedonic consumption by enhancing cognitive assimilation. Our findings provide insights on how consumption behavior can govern U-commerce initiatives to increase context-aware facilitation and social interaction, thereby leading to effective consumption in an UC context.
Advisory Committee	Tzyh-lih Hsia - chair Ming-Che Hsieh - co-chair Yi-Cheng Chen - co-chair Jen-Her Wu - advisor Shu-Ching Wang - advisor
Files	etd-0601113-005756.pdf Indicate in-campus at 5 year and off-campus access at 5 year.
Date of Submission	2013-07-01

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