Perceived Benefit and Perceived Risk on Mobile Shopping in Tourism and Event Products

초록

This study attempts to investigate whether consumers’ attitude affects intention to buy mobile shopping; to identify whether there are significant differences of consumers’ attitudes between different groups such as between shopper and non-shopper and ages groups; to make proper recommendations to mobile marketers. In this study, data is collected by using a self-administered questionnaire, and considering the whole population size and feasibility of this research. A total of 100 questionnaires were distributed, and the primary data from questionnaires were analysed by SPSS. Two factors such as benefits and risks significantly influenced intention to by mobile among demographics. Benefits turned out to be the most important factor and this result accorded with previous researches. Although the impact of risks is less than that of benefits, the impact of risks on intention is significant. Limitations and future research directions of the study were also discussed.

키워드