A STUDY OF THE USE BEHAVIOR OF LINE TODAY IN TAIWAN BASED ON THE UTAUT2 MODEL

Chen, Lisa Y.; Chen, Yi-Jhen

doi:10.1590/S0034-759020210607

Acessibilidade / Reportar erro

Brasil

Revista de Administração de Empresas

Español English

Brasil

Español English

sumário « anterior atual seguinte »

Sumário

ARTICLES • Rev. adm. empres. 61 (6) • 2021 • https://doi.org/10.1590/S0034-759020210607 copy

A STUDY OF THE USE BEHAVIOR OF LINE TODAY IN TAIWAN BASED ON THE UTAUT2 MODEL

Un estudio sobre el comportamiento de uso de LINE TODAY en Taiwán basado en el modelo UTAUT2

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

As mobile business has flourished and people’s news-reading habits have changed, the use of mobile news platforms has become a new trend. Due to this change, the use rate of LINE TODAY news from Taiwan became the world’s highest in 2018. The study uses the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to explore behavioral intentions and the use behavior of LINE TODAY in Taiwan. A total of 199 valid samples were collected. Results show that performance expectancy, effort expectancy, social influence, facilitating conditions, and habit have positive impacts on behavior intentions. Behavior intentions and habit have positive impacts on use behavior. Results provide LINE TODAY and its peers with an improvement strategy and a reference for future development and research into mobile news platforms.

KEYWORDS:
Mobile news platform; behavioral intention; use behavior; LINE TODAY; UTAUT2

Constructs	Items	Loadings	T-Statistics	α	CR	AVE
Performance Expectancy(PE)	PE1	0.888	64.494	0.909	0.932	0.734
	PE2	0.856	45.468
	PE3	0.841	33.173
	PE4	0.852	39.465
	PE5	0.845	34.532
Effort Expectancy (EE)	EE1	0.844	37.869	0.899	0.925	0.712
	EE2	0.849	32.730
	EE3	0.824	27.028
	EE4	0.867	34.429
	EE5	0.834	33.207
Social Influence (SI)	SI1	0.894	49.772	0.918	0.942	0.802
	SI2	0.901	74.636
	SI3	0.869	37.599
	SI4	0.919	70.480
Facilitating Conditions (FC)	FC1	0.791	21.255	0.827	0.885	0.658
	FC2	0.764	21.457
	FC3	0.846	40.479
	FC4	0.841	38.749
Habit (HA)	HA1	0.912	61.920	0.931	0.948	0.784
	HA2	0.897	44.411
	HA3	0.860	37.619
	HA4	0.897	53.833
	HA5	0.859	28.030
Behavioural Intention (BI)	BI1	0.898	61.000	0.905	0.932	0.779
	BI2	0.870	49.133
	BI3	0.882	45.827
	BI4	0.879	54.284
User Behaviour (UB)	UB1	0.769	25.563	0.816	0.842	0.728
User Behaviour (UB)	UB2	0.922	57.975	0.816	0.842	0.728

	PE	EE	SI	FC	HA	BI	UB
Performance Expectancy (PE)	0.857
Effort Expectancy (EE)	0.730	0.844
Social Influence (SI)	0.612	0.619	0.896
Facilitating Conditions (FC)	0.711	0.670	0.629	0.811
Habit (HA)	0.748	0.698	0.624	0.739	0.885
Behavioural Intention (BI)	0.801	0.776	0.714	0.838	0.799	0.882
User Behaviour (UB)	0.766	0.771	0.735	0.796	0.816	0.832	0.849

	PE	EE	SI	FC	HA	BI	UB
PE1	0.872	0.608	0.564	0.575	0.660	0.687	0.636
PE2	0.864	0.619	0.521	0.594	0.624	0.712	0.661
PE3	0.877	0.694	0.575	0.674	0.698	0.734	0.546
PE4	0.874	0.647	0.497	0.641	0.656	0.687	0.561
PE5	0.876	0.612	0.511	0.617	0.624	0.673	0.618
EE1	0.657	0.827	0.549	0.565	0.615	0.653	0.588
EE2	0.563	0.820	0.446	0.518	0.530	0.633	0.662
EE3	0.584	0.841	0.559	0.550	0.593	0.640	0.585
EE4	0.578	0.855	0.509	0.581	0.581	0.662	0.584
EE5	0.678	0.853	0.531	0.596	0.606	0.670	0.636
SI1	0.507	0.494	0.842	0.571	0.483	0.598	0.557
SI2	0.535	0.568	0.873	0.538	0.552	0.645	0.620
SI3	0.542	0.496	0.867	0.538	0.534	0.615	0.543
SI4	0.539	0.585	0.886	0.536	0.593	0.617	0.518
FC1	0.567	0.520	0.512	0.796	0.591	0.731	0.651
FC2	0.607	0.541	0.517	0.843	0.651	0.687	0.719
FC3	0.590	0.568	0.548	0.816	0.593	0.690	0.632
FC4	0.601	0.600	0.513	0.871	0.621	0.677	0.676
HA1	0.684	0.659	0.610	0.693	0.905	0.793	0.657
HA2	0.693	0.617	0.536	0.677	0.941	0.726	0.667
HA3	0.664	0.620	0.559	0.655	0.879	0.686	0.613
HA4	0.690	0.651	0.582	0.675	0.911	0.717	0.678
HA5	0.680	0.634	0.556	0.667	0.926	0.716	0.691
BI1	0.668	0.678	0.576	0.709	0.646	0.850	0.667
BI2	0.671	0.629	0.580	0.710	0.702	0.834	0.721
BI3	0.681	0.655	0.627	0.733	0.671	0.853	0.679
BI4	0.694	0.667	0.636	0.688	0.689	0.851	0.654
UB1	0.521	0.533	0.487	0.683	0.586	0.647	0.779
UB2	0.643	0.639	0.548	0.702	0.625	0.709	0.896

	Hypothesized Path	β	f²	T-Statistics	P Value
H1	PEBI	0.355	0.376	6.064	0.000
H2	EEBI	0.182	0.248	3.665	0.000
H3	SIBI	0.167	0.267	3.513	0.000
H4	FCBI	0.176	0.282	4.066	0.000
H5	HABI	0.318	0.245	3.492	0.001
H6	BIUB	0.152	0.197	4.453	0.000
H7	FCUB	0.212	0.182	2.694	0.007
H8	HAUB	0.242	0.090	2.364	0.018

Fundação Getulio Vargas, Escola de Administração de Empresas de S.Paulo Av 9 de Julho, 2029, 01313-902 S. Paulo - SP Brasil, Tel.: (55 11) 3799-7999, Fax: (55 11) 3799-7871 - São Paulo - SP - Brazil
E-mail: rae@fgv.br

Acompanhe os números deste periódico no seu leitor de RSS

[1] lisachen@isu.edu.tw