Influence of Moderating Effect Consumer Type and Extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2): Case Study Thai Mobile Service Providers
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Abstract
This research studied on consumers’ behavioral acceptance and use of technologies by combining Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Such theories extend this study by emphasizing the moderating factor of “Consumer Type”, which is a psychological factor or internal factor of the consumers. The psychological factor is anticipated to improve a better sense in consumers’ behavior altogether with reducing limitation to implement in practice; and effectively enabling to explain consumers’ behavioral intention and use of technologies. Furthermore, none of the past studies were conducted by this factor to study its impact in the sides of consumers’ behavioral uses of products or services.
This research is purposed to attain performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price vale, habit, perceived security and behavioral intention that are currently influencing service providers’ behaviors to use mobile services systems. Moderated variables are (1) Gender (2) Age (3) Experiences (4) Consumer type. The researcher has conducted factors analysis to search for all elements of variables that are appropriated and also conducted structure equation modeling to observe all variables structures to examine all assumptions. By profoundly addressing Thai population in all regions as targets, the researcher used particular questionnaire in connection with analysis results to facilitate the assumptions. The researcher found that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price vale, habit, perceived security have indirect consequences toward the behavioral use through behavioral intention. But they have direct influences toward behavioral intention that benefit the development of marketing strategies. They create competency in competition and preserve the consumer base who have pre-existing relationships or expand the business for sustainability. Moreover, the correlated businesses or technology businesses can adapt their model by using this as a guideline to impose their marketing strategies.
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