Spreading distinctive insignia benefits from mobile service: evidence from a mobile application of transportation

ABSTRACT

Mobile commerce (m-commerce) faces a growing array of client devices for which applications are designed. Applications developed for general consumer use must be compatible with a wide range of devices. This research investigates how perceived usefulness and enjoyment affect intention to use a mobile application service (T-Express). In this study, we formulate a commitment model from the perspective of the social identity and technology acceptance perspective. Empirical data were collected by conducting a field survey of users of T-Express from Taiwan High Speed Rail Corporation (THSRC) stations in Taiwan. The main findings of the study are that wireless technology provides great value to businesses when it allows consumers to access real-time data to make timely decisions that either decrease costs or increase revenues; and to achieve a higher intention to use mobile applications, there should be a clear communication process between mobile application and passenger. Our findings indicate that one of the more overt illustrations of the power of packaging symbolism involves package design strategies that serve to provide a radical new upscale positioning for the THSRC brand.