A study of user acceptance on mobile map search in Thailand | |
| Author | Lalit Pienchai |
| Call Number | AIT Thesis no.ICT-09-07 |
| Subject(s) | Mobile communication systems Internet searching |
| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Master of Engineering in Information and Communication Technology, School of Engineering and Technology |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. ICT-09-07 |
| Abstract | Mobile map search is the exploring of map-based contents such as finding nearby location and showing the direction along the way. This application is the latest technology in the mobile Internet service. Thus, it encounters the same curiosity as other emerging technologies whether the targeted customers are ready and use the offered service. The research on technology acceptance is useful for both practitioners and academicians since it would provide the better understanding of user perception. This study aims to explain the current status of the mobile Internet, to find out the influencing factors for mobile map search adoption, and to give the guideline for service providers to promote the mobile map search service in Thailand. In addition, the study intends to determine user acceptance of the mobile map search technology by offering a set of key drivers for attracting new customers and retaining the existing customers in this service. The primary factor used for determining the acceptance is the behavioral intention. Following the technology acceptance model (TAM), perceived ease of use and perceived usefulness are selected as the mediating variables. The research framework integrates social influence, cost effectiveness, perceived mobility, perceived credibility, technology complexity, personal innovativeness, and perceived enjoyment as the external variables. In this study, the questionnaire was distributed to 300 mobile users in Bangkok. The findings suggest that there exist both the relationships between behavioral intention and perceived usefulness, and that between behavioral intention and perceived ease of use. In addition, the external factors also have the association with two mediating variables as suggested in the research model. Moreover, the reasons why customer may not adopt this service are found. In the light of this, main reason is that Thai people do not know the availability of this service. Thus, advertisement plays the important role in magnetizing the perspective customer |
| Year | 2009 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. ICT-09-07 |
| Type | Thesis |
| School | School of Engineering and Technology (SET) |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Information and Communication Technology (ICT) |
| Chairperson(s) | Vatcharaporn Esichaikul;Donyaprueth Krairit; |
| Examination Committee(s) | Janecek, Paul; |
| Scholarship Donor(s) | RTG Fellowship; |
| Degree | Thesis (M.Eng.) - Asian Institute of Technology, 2009 |