Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
권호 표지
DOI QR코드

DOI QR Code

Predicting RFID Adoption Towards Urban Smart Mobility in Ulaanbaatar, Mongolia

  • Received : 2022.03.16
  • Accepted : 2022.04.13
  • Published : 2022.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

Smart city technologies such as transportation and parking systems make our daily lives more efficient and intelligent. However, it is impossible to implement a smart mobility system without analyzing the individual's behavior toward the new technology. This research study attempts to develop a framework for predicting smart mobility antecedents using SEM in primary data analysis. The Technology Acceptance Model (TAM) was the conceptual foundation for this study. To achieve the objectives of the study, one thousand five hundred and twelve effective questionnaires were collected and analyzed using Smart PLS 3.3. The results show that perceived usefulness, perceived ease of use, and perceived risk significantly affect attitudes towards adopting smart mobility systems. Our study provides a comprehensive framework to understand individual-level smart city technology adoption. This study offers implications for policymakers to update existing policies concerning road technology.

Keywords

References

  1. Achrol, Ravi and Philip Kotler (1999), "Marketing in network economy," Journal of Marketing, 63, 146-63. https://doi.org/10.1177/00222429990634s114
  2. Ahamad, Faiz (2019), "Impact of word-of-mouth, job attributes, and relationship strength on employer attractiveness," Management Research Review, 42 (6), 721-39. https://doi.org/10.1108/mrr-11-2017-0382
  3. Ahmad, Naveed, Harun Aram, Hafiz Muhammad Usman Khizar, Bestoon Othman, and Muhhammad Zulqarnain (2020), "The effect of electronic word of mouth communication on purchase intention moderate by trust: A case online consumer of bahawalpur Pakistan," International Journal of Advanced Science and Technology, 29 (9), 4995-5008.
  4. Ahmed, Waqas, Qingmei Tan, Yasir Ahmed Solangi, and Sharafat Ali (2020), "Sustainable and special economic zone selection under fuzzy environment: A case of Pakistan," Symmetry, 12 (2), 242. https://doi.org/10.3390/sym12020242
  5. Ajzen, Icek (1991), "The theory of planned behavior," Journal of Organization Behavior and Human Decision Processes, 50 (2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  6. Ajzen, Icek and Martin Fishbein (1980), "Understanding attitudes and predicting social behavior," Englewood Cliffs, NJ: Prentice-Hall.
  7. Arslan, Yusuf, Gecti Fatih, and Zengin Hayrettin (2013), "Examining perceived risk and its influence on attitudes: A study on private label consumers in Turkey," Asian Social Science, 9 (4), 158-66. https://doi.org/10.5539/ass.v9n4p158
  8. Ayeh, Julian K. (2015), "Travelers' acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories," Computers in Human Behavior, 48, 173-80. https://doi.org/10.1016/j.chb.2014.12.049
  9. Chin and W. Wynne (1998), "The partial least squares approach for structural equation modeling," in Methodology for business and management," Modern methods for business research, G.A. Marcoulides, ed. Lawrence Erlbaum Associates Publishers.
  10. Choi, Hun, Minseok Choi, Jinwoo Kim, and Hyoshik Yu (2003), "An empirical study on the adoption of information appliances with a focus on interactive TV," Telematics and Informatics, 20 (2), 161-83. https://doi.org/10.1016/S0736-5853(02)00024-2
  11. Chu, Shu-Chuan and Yoojung Kim (2011), "Determinants of consumer engagement in electronic word-of-mouth (EWOM) in social networking sites," International Journal of Advertising, 30 (1), 47-75. https://doi.org/10.2501/IJA-30-1-047-075
  12. Davis, Fred. D. (1986), "A technology acceptance model for empirically testing new end-user information systems: Theory and results," Massachusetts, United States: Sloan School of Management, Massachusetts Institute of Technology.
  13. Davis, Fred. D. (1993), "User acceptance of information technology: System characteristics, user perceptions and behavioral impacts," International Journal of Man-Machine Studies, 38 (3), 475-87. https://doi.org/10.1006/imms.1993.1022
  14. Davis, Fred. D., Richard P. Bagozzi, and Paul R. Warshaw (1989), "User acceptance of computer technology: A comparison of two theoretical models," Management Science, 35 (8), 982-1003. https://doi.org/10.1287/mnsc.35.8.982
  15. Eisingerich, Andreas B. and Gaia Rubera (2010), "Drivers of brand commitment: A cross-national investigation," Journal of International Marketing, 18 (2), 64-79. https://doi.org/10.1509/jimk.18.2.64
  16. Fishbein, Martin. A. and Icek Ajzein (1975), "Belief, attitude, intention, and behaviour: An introduction to theory and research," Reading, MA: Addison-Wesley.
  17. Gefen, David, Straub Detmar, and Boudreau Marie-Claude (2000), "Structural equation modeling and regression: Guidelines for research practice," Communications of the Association for Information Systems, 4. https://doi.org/10.17705/1CAIS.00407
  18. Heeler, Jorg, M. Ringle Christian, and R. Sinkovics Rudolf (2009), "The use of partial least squares path modeling in international marketing," Advances in International Marketing, 20, 277-319. https://doi.org/10.1108/S1474-7979(2009)0000020014. Emerald Group Publishing Limited, Bingley.
  19. Huang, Jen-Hung and Yi-Fen Chen (2006), "Herding in online product choice," Psychology and Marketing, 23 (5), 413-28. https://doi.org/10.1002/mar.20119
  20. Im, Il, Yongbeom Kim, and Hyo-Joo Han (2008), "The effects of perceived risk and technology type on users' acceptance of technologies," Information and Management, 45 (1), 1-9. https://doi.org/10.1016/j.im.2007.03.005
  21. Jeon, Jaihyun, Byung-Do Kim, and Junhee Seok (2020), "Impact of negative word of mouth on firm value," Asia Marketing Journal, 22 (3). https://doi.org/10.15830/amj.2020.22.3.1
  22. Kazmi, Anees and Mehmood Qazi Shujaat (2016), "The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in haripur, Pakistan," Management Science Letters, 6 (7), 409-508. https://doi.org/10.5267/j.msl.2016.5.003
  23. Keller, Kevin Lane (1993), "Conceptualizing, measuring, and managing customer-based brand equity," Journal of Marketing, 57, 1-22. https://doi.org/10.2307/1252054
  24. Kervick, Aoife A., Michael J. Hogan, Denis O'Hora, and Kiran M. Sarma (2015), "Testing a structural model of young driver willingness to uptake smartphone driver support systems," Accident Analysis & Prevention, 83, 171-81. https://doi.org/10.1016/j.aap.2015.07.023
  25. Khalil, Md Nor and Michael Pearson (2008), "An exploratory study into the adoption of internet banking in a developing country Malaysia," Journal of Internet Commerce, 7 (1), 29-73. https://doi.org/10.1080/15332860802004162
  26. Kim, Jun B. (2021), "The aggregate impact of consumer reviews on market outcome in differentiated products market," Asia Marketing Journal, 23 (3), 1-12. https://doi.org/10.53728/2765-6500.1578
  27. Kolvereid, Lars and Espen Isaksen (2006), "New business start-up and subsequent entry into self-employment," Journal of Business Venturing, 21 (6), 866-85. https://doi.org/10.1016/j.jbusvent.2005.06.008
  28. Lee, Chei Sian and Ma Long (2012), "News sharing in social media: The effect of gratifications and prior experience," Computers in Human Behavior, 28 (2), 331-9. https://doi.org/10.1016/j.chb.2011.10.002
  29. Liu, Yong (2006), "Word-of-Mouth for movies: Its dynamics and impact on box office revenue," Journal of Marketing, 70, 74-89. https://doi.org/10.1509/jmkg.70.3.074
  30. Mathwick, Charla, Naresh Malhotra, and Edward Rigdon (2001), "Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment," Journal of Retailing, 7 (1), 39-56.
  31. Oh, Yun Kyung and Jung-Min Kim (2022), "What improves customer satisfaction in mobile banking apps? An application of text mining analysis," Asia Marketing Journal, 23 (4). https://doi.org/10.53728/2765-6500.1581
  32. Pfoser, Sarah, Oliver Schauer, and Yasel Costa (2018), "Acceptance of LNG as an alternative fuel: Determinants and policy implications," Energy Policy, 120, 259-67. https://doi.org/10.1016/j.enpol.2018.05.046
  33. Pikkarian, Tero, Pikkarianen Kari, Karjaluotto Heikki, and Pahnila Seppo (2004), "Consumer acceptance of online banking: An externsion of the Technolgy Acceptance Model," Internet Research, 14 (3), 224-35. https://doi.org/10.1108/10662240410542652
  34. Ringle, Christian M., Marko Sarstedt, Rainer Schlittgen, and Charles R. Taylor (2013), "PLS path modeling and evolutionary segmentation," Journal of Business Research, Elsevier, 66 (9), 1318-24. https://doi.org/10.1016/j.jbusres.2012.02.031
  35. Shih, Ya-Yueh and Kwoting Fang (2004), "The use of a decomposed theory of planned behavior to study Internet banking in Taiwan," Internet Research, 14 (3), 213-23. https://doi.org/10.1108/10662240410542643
  36. Stevens, James P. (1996), "Applied multivariate statistics for the social sciences"," 3rd ed. Mahwah, NJ: Lawrence Erlbaum Associates, Routledge Publishers.
  37. Urandelger, Gantulga, Burmaa Sampil, and Avirmed Davaatseren (2021), "Analysis of E-commerce adoption in ulaanbaatar, Mongolia," Korea International Trade Institute, 17 (1), 67-80. https://doi.org/10.16980/jitc.17.1.202102.67. Trade Research.
  38. Venkatesh, Viswanath and Fred D. Davis (2000), "A theoretical extension of the technology acceptance model: Four longitudinal field studies," Management Science, 46 (2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  39. Yang, Yong-Qing, Jin-Long Zhang, Li Nan, and Guang Yang (2012), "Research on the antecedents of consumers perceived risk in mobile value-added services," Management Review, 24 (3), 115-23.
  40. Zhang, Lin, Baolong Ma, and Debra.K. Cartwright (2013), "The impact of online user reviews on cameras sales," European Journal of Marketing, 47 (7), 1115-28. https://doi.org/10.1108/03090561311324237