cb chapter 1
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Consumer behaviorTRANSCRIPT
Chapter 1: Introduction
Nowadays, the world is kept on improving with the rapid growth of technology. With the
help of technology, it make our life easier and comfortable. Study by using smartphone is
very common among students. But still got a lot of generation X or baby boomer still
confuse the function of a smartphone.
The Smartphone emerged in year 2000. Smartphone is a high-end mobile phone built on
a mobile computing platform, with more advanced computing ability and connectivity
than the normal cell phone. Besides that, Smartphone have more advanced computing
ability and connectivity than contemporary mobile phones. Smartphones typically
equipped with portable media players, high revolution cameras, high-resolution touch
screens, web browsers, Wi-Fi and mobile broadband access (3G). Smartphone such as
Apple’s iPhone, Blackberry, Samsung Galaxy and HTC capabilities increasing over the
year, the consumption is on the rise from year to year. It becomes a pocket computer and
a must have necessity for students. The ease of acquiring free wireless on campus makes
it even more convenient for students to use their Smartphone to study. They can browse
the Internet or download any notes that provided by lecturer in e-learning.
1.1Problem Statement
With the vast development among the mobile industries, Smartphone have become
incredibly advanced with many function. Each of these Smartphone function varies and
the intention to use Smartphone to study among the students differs as well. The using of
Smartphone to study are gaining massive popularity among university students.
Interestingly, USM students tend to have interest in the topic regarding students using
Smartphone to study. The problems that we are trying to scrutinize involve understanding
why USM students’ Intention to use Smartphone to study is triggered.
1.2 Research Objectives
The objective of this research:
1. To verify the determinants factors that affect USM students’ intention to use
Smartphone to study.
2. To gauge the importance of each determinant factor that will affect the students’
intention to use Smartphone to study.
3. To identify the most important and prominent factor that influence students’
intention to use Smartphone to study.
4. To investigate which variable or factors are not significant to students’ intention
to use the Smartphone to study.
1.3 Research Questions
In order to obtain and achieve our research objective in this study, the following
questions have to be answered:
1. What type of determinant or variable will affect USM students’ intention to use
Smartphone?
2. Does the independent variables (perceived usefulness, perceived ease of use of
Smartphone, students’ compatibility, and students’ observation) and mediating
variable (students’ attitudes towards using Smartphone to study) have a positive
relationship with students’ intention to use Smartphone to study?
3. Which of the variables is significant to the students’ intention to use Smartphone
to study?
1.4 Definition of Key Variables
Perceived Usefulness
-Defined as the degree to which a person believes that using a particular system would
enhance his or her job performance (Davis, 1989).
Perceived Ease of Use
-Defined as the degree to which a person believes that using a particular system would be
free from effort (Davis, 1989).
Compatibility
-In order to be able to do whatever we want with the given dynamic system under control
input, the system must be controllable (R. Kalman, 1960).
Observability
-In order to see what is going on inside the system under observation, the system must be
observable (R.Kalman, 1960).