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Predicting Rfid Adoption Towards Urban Smart Mobility In Ulaanbaatar, Mongolia, Urandelger Gantulga, Burmaa Sample, Ariunsaikhan Tugsbat

Asia Marketing Journal

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, …

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The Effect Of Perceived Risk, Hedonic Value, And Self-Construal On Attitude Toward Mobile Sns, Ji Yoon Kim, Sang Yong Kim

Asia Marketing Journal

This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate …

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