| 英文摘要 |
The present study integrates Conformity Theory and Technology Acceptance Model, using the Cultural Distances between App development teams and users as the moderators, to discuss users’ intentions to download Game Apps on mobile devices. Via the Internet, we collected 588 valid responses and applied Structural Equation Modelling (SEM) to conduct the Statistical analysis, and verify the research hypothesis. Empirical results suggested that users’ Normative Conformity behavior positively influence users’ Perceived Ease of Use and Perceived Enjoyment, separately. Equally important, users’ Informational Conformity behavior positively influence users’ Perceived Ease of use and Perceived Enjoyment. In addition, consumer’s Perceived Enjoyment positively influences Perceived Ease of Use. Besides, this study proposes the following moderation hypothesis: When the cultural distance between the game app development team and the user is larger, it positively moderates the relationship between normative /informational conformity behavior and perceived ease of use/ perceived enjoyment separately; it also negatively moderates the relationship between perceived enjoyment and perceived ease of use. Equally important, it still also negatively influence the relationship between perceived ease of use/perceived enjoyment and download intentions. However, the empirical results suggest that all the hypothesized moderation effects were not statistically supported. This study provide academic and practical implications at the end of this paper. |
