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2
P-value0.05 369.5 (p=0.438)
2
/ df <3 1.010
Goodness-of-fit index (GFI) >0.9 0.928
Adjusted goodness-of-fit index (AGFI) >0.9 0.896
Root mean square residual (RMR) 0.05 0.112
Root mean square error of approximation (RMSEA) 0.05 0.006
Incremental fit measures
Normed fit index (NFI) >0.9 0.938
Non-normed fit index (NNFI) >0.9 0.916
comparative fit index (CFI) >0.9 0.999
Incremental fit index (IFI) >0.9 0.999
Relative fit index (RFI) 0.9 0.999
Parsimonious fit measures
Parsimonious normed fit index (PNFI) >0.5 0.692
parsimonious goodness fit index (PGFI) >0.5 0.643
Further, the study proceeds to examine the hypotheses of the path coefficients of the structural model
(see Figure 1). The results show that all hypotheses achieve the significant level except perceived usefulness
behavioral intention and perceived risk perceived value. Perceived ease of use is positively affected to
perceived usefulness (=0.39). Perceived usefulness is positively affected to consumer attitude (= 0.55).
Perceived ease of use is positively affected to consumer attitude (= 0.14). Consumer attitude is positively
affected to behavioral intention (= 0.45). Subjective norm is positively affected to behavioral intention (=
0.47). Perceived risk is positively affected to behavioral intention (= 0.20).
The study also measures the effects of among variables in each dimension. There are total effect,
direct effect, and indirect effect, and total effect is equal to the sum of direct effect and indirect effect. The
study examines indirect effect of dependent variable purchase intention in three paths including perceived
usefulness consumer attitude behavioral intention, consumer attitude behavioral intention and
behavioral intention. The results show that the direct effect of purchase intention on behavioral intention
and perceived value is 0.26 and 0.36, respectively (see Table 3).
Figure 1: Framework for Purchase Intention on Innovation Technology Smartphone
The results also show that there are no direct effects on exogenous variables, perceived ease of use,
subjective norm and perceived risk, and indirect effects on purchase intention are 0.05, 0.12 and 0.05,
respectively. Moreover, two endogenous variables: perceived usefulness and consumer attitude have no
direct effect on purchase intention, and the indirect effects on purchase intention are 0.06 and 0.12.
Table 3: Direct Effect, Indirect Effect and Total Effect
Latent variables Dependant variables Indirect effect Direct effect Total effect
Perceived ease of use
Perceived usefulness N.A. 0.39*** 0.39
Consumer attitude 0.21*** 0.14* 0.35
Behavioral intention 0.16*** N.A. 0.16
Purchase intention 0.05*** N.A. 0.05
Subject norm
Behavioral intention N.A. 0.47*** 0.47
Purchase intention 0.12*** N.A. 0.12
Perceived risk
Behavioral intention N.A. 0.20*** 0.20
Perceived value N.A. N.A. N.A.
Purchase intention 0.05*** N.A. 0.05
Perceived usefulness
Consumer attitude N.A. 0.55*** 0.55
Behavioral intention N.A. N.A. N.A.
Purchase intention 0.06*** N.A. 0.06
Consumer attitude
Behavioral intention 0.45*** N.A. 0.45
Purchase intention 0.12*** N.A. 0.12
Behavioral Intention Purchase intention N.A. 0.26*** 0.26
Perceived value Purchase intention N.A. 0.36*** 0.36
Note: *p<0.05**p<0.01***p<0.001
CONCLUSION AND SUGGESTION
Based on TRA and TAM, this study used mobile phone users as research subject and structrual
equation modeling (SEM) to measure goodness-of-fit of the model. The results showed that the overall
model has a goodness-of-fit. It demonstrates that the proposed theoretical model is supported. The study
founds that perceived ease of use has a positive and significant effect on perceived usefulness and
consumer attitude. It means that users do not have to spend too much effort on learning how to operate
the innovation high tech smarthpone. In addition, the product can provide them with better learning or job
efficiency and receive a very good evaluation from consumers. The study also revealed that perceived
usefulness is positively and significantly affected to consumer attitude, and that consumer attitude is
positively affected to behavioral intention. It implies that the provisions of functions and added value
services of smartphone are of great helpful to users. However, perceived ease of use has no direct
influence on behavioral intention. It can infer that users may think that smarphone is good of use on a
variety of value added services, but the service fees are too high for them to afford it. Therefore, users
may choose other alternatives to meet their need. That is why behavioral intention is not too high for
mobile phone users. The results also exhibited that subjective norm has a positive effect on behavioral
intention. It stands for that users may perceive if they do not have a smartphone it could mean that they
can not fit in relatives, classmates, and friends topic or they can not keep up with the fashion trends.
Consequently, these situations will increase consumers purchase intention.
Furthermore, the study discovered that perceived risk has a positive and significant effect on
behavioral intention. Smartphone is a product with a novel technology. When its functions are too
complex or quality is beyond expectation, consumers perceived risk will arise. Hence, it is
psychologically unavoidable for a consumer to worry about this new gimmick. However, a sales
promotion from telecommunication companies may countervail consumers perceived risk and increase
their behavioral intention to own a smartphone. The results displayed perceived risk has no effect on
perceived value. It can infer that perceived value is greater than perceived risk for a smartphone user. In
other words, consumers will have perceived risk before buying a smartphone but the benefit of helping
their job efficiency balances off the cost of acquisition. Once consumers perceive the value of owning a
smartphone is greater than their perceived risk and meet their expectation and requirement, they will go
ahead to buy a smartphone. The study confirmed that perceived value has a positive and significant effect
on purchase intention. It is the same as the findings of Teas and Agarwal (2000) and Wan (2006). That is,
a smartphone can provide functions and value added services such as making conference calls, sending
and receiving emails, watching stock market, weather report, and movie, shopping and buying tickets
online, and global positioning system (GPS) which make consumers feel the utility to acquire a
smartphone outpace the cost they pay. So, cosnmers purchase intention will increase.
The study finds that perceived usefulness has a positive and significant influence on consumer
attitude, and the coefficient of the path is 0.55 which is the highest value among all hypothetical paths. It
signifies that smartphone provides a variety of functions and easy to operate which can make a sustantial
help in life for users. For examples, mobile videos can make life full with joy. GPS can help users to
better understand geographic location; Data transfer, wireless internet and online conference can advance
work efficiency. All of these can receive a consumers positive attitude and evaluation toward a
smartphoe. Thus, manufacturers are suggested to design a smartphone with a user friendly operational
function in oreder to cater for consumerss requirement. In the meantime, if telecommunicaton operators
can also reduce their value added service charges, it is believed that more and more consumers will be
willing to purchase a smartphone. Moreover, the results exhibited that perceived vaule has the greatest
direct effect on purchase intention. It can infer that perceived value can be a critical competitive
advantage to a mobile manafucturer. Besides, most consumers will evalualte benefits they get and costs
they pay. If mobile manaufacterers and telecommunicaton operators can make their products and services
more value than price, consumers will be more willing to purchase a smartphone.
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