Pin Luarn

Bio: Pin Luarn is an academic researcher from National Taiwan University of Science and Technology. The author has contributed to research in topics: Social network & Critical success factor. The author has an hindex of 16, co-authored 39 publications receiving 3796 citations.

Predicting consumer intention to use mobile service

Abstract: . Advances in wireless technology have increased the number of people using mobile devices and accelerated the rapid development of mobile service (m-service) conducted with these devices. However, although many companies are today making considerable investments to take advantage of the new business possibilities offered by wireless technology, research on mobile commerce suggests potential consumers may not adopt these m-services in spite of their availability. Thus, there is a need for research to identify the factors that affect consumer intention to use m-services. Based on the technology acceptance model (TAM), theory of planned behaviour (TPB) and Luarn & Lin's 2005 mobile banking acceptance model, the current research respecifies and validates an integrated model for predicting consumer intention to use m-service by adding one trust-related construct (‘perceived credibility’) and two resource-related constructs (‘self-efficacy’ and ‘perceived financial resources’) to the TAM's nomological structure and re-examining the relationships between the proposed constructs. Data collected from 258 users in Taiwan were tested against the research model using the structural equation modelling approach. The results strongly support the proposed model in predicting consumer intention to use m-service. Several implications for information technology/information system acceptance research and m-service management practices are discussed.

A Customer Loyalty Model for E-Service Context.

Abstract: While the importance of customer loyalty has been recognized in the marketing literature for at least three decades, the conceptualization and empirical validation of a customer loyalty model for e-service context has not been addressed. This paper describes a theoretical model for investigating the three main antecedent influences on loyalty (attitudinal commitment and behavioral loyalty) for e-service context: trust, customer satisfaction, and perceived value. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined. These hypotheses were tested empirically to demonstrate the applicability of the theoretical model. The results indicate that trust, customer satisfaction, perceived value, and commitment are separate constructs that combine to determine the loyalty, with commitment exerting a stronger influence than trust, customer satisfaction, and perceived value. Customer satisfaction and perceived value were also indirectly related to loyalty through commitment. Finally, the authors discuss the managerial and theoretical implications of these results.

Influence of Facebook brand-page posts on online engagement

Abstract: – The purpose of this paper is to examine how various characteristics of brand posts influence online engagement on Facebook brand pages. , – The data used for this study were obtained from the posts of ten popular official brand pages. For the selected period between March 1 and May 1, 2014, a total of 1,030 posts were obtained and manually processed on September 1, 2014. To assign post categories to the posts created by page administrators, the authors performed manual coding, following the coding development strategy. , – The results demonstrated that the media and content type of posts exert a significant effect on user online engagement. This study used liking, commenting and sharing behavior as a measure of users’ online engagement to specify the new phenomena. , – The findings are relevant for the theory of information dissemination and provide valuable and directly applicable implications for the social media marketing of companies.

Understanding knowledge sharing in virtual communities: an integration of social capital and social cognitive theories

Abstract: The biggest challenge in fostering a virtual community is the supply of knowledge, namely the willingness to snare Knowledge with other members. This paper integrates the Social Cognitive Theory and the Social Capital Theory to construct a model for investigating the motivations behind people's knowledge sharing in virtual communities. The study holds that the facets of social capital -- social interaction ties, trust, norm of reciprocity, identification, shared vision and shared language -- will influence individuals' knowledge sharing in virtual communities. We also argue that outcome expectations -- community-related outcome expectations and personal outcome expectations -- can engender knowledge sharing in virtual communities. Data collected from 310 members of one professional virtual community provide support for the proposed model. The results help in identifying the motivation underlying individuals' knowledge sharing behavior in professional virtual communities. The implications for theory and practice and future research directions are discussed.

Determinants of user acceptance of internet banking: an empirical study

Abstract: The explosion of Internet usage and the huge funding initiatives in electronic banking have drawn the attention of researchers towards Internet banking. In the past, the conventional focus of Internet banking research has been on technological development, but this is now shifting to user‐focused research. Although millions of dollars have been spent on building Internet banking systems, reports have shown that potential users may not use the systems in spite of their availability. This points out the need for research to identify the factors that determine acceptance of Internet banking by the users. According to the technology acceptance model (TAM), perceived ease of use and perceived usefulness constructs are believed to be fundamental in determining the acceptance and use of various IT. These beliefs may however not fully explain the user's behavior toward newly emerging IT, such as Internet banking. Using the technology acceptance model (TAM) as a theoretical framework, this study introduces “perceived credibility” as a new factor that reflects the user's security and privacy concerns in the acceptance of Internet banking. It also examines the effect of computer self‐efficacy on the intention to use Internet banking. Based on a sample of 123 users from a telephone interview, the results strongly support the extended TAM in predicting the intention of users to adopt Internet banking. It also demonstrates the significant effect of computer self‐efficacy on behavioral intention through perceived ease of use, perceived usefulness, and perceived credibility.