期刊論文
| 學年 | 112 |
|---|---|
| 學期 | 2 |
| 出版（發表）日期 | 2024-06-27 |
| 作品名稱 | Super App on Demand: Exploring the Impact of Service Synergy on Willingness to Use a New Service |
| 作品名稱（其他語言） | |
| 著者 | Fang, Yu-Hui |
| 單位 | |
| 出版者 | |
| 著錄名稱、卷期、頁數 | Electronic Commerce Research and Applications 67, 101430 |
| 摘要 | People prefer managing diverse activities within a “Super App,” driving the need for additional services to monopolize users’ time continually. In advancing this emerging theme, we present a model integrating synergy and brand extension theories to deepen the understanding, from the user’s perspective, of how an established super app (LINE) influences the launch of a new service (LINE Shopping). Focusing on their unique synergy, a phenomenon absent in single-purpose apps, we introduce the novel concept of expected service synergy. We establish five enabler-synergy linkages and one synergy-use linkage, empirically supporting all the hypotheses with survey data from 814 LINE users. Finally, enablers associated with LINE (perceived external prestige and brand competence), LINE Shopping (complementarity and compatibility), and their relationship (perceived fit) significantly contribute to expected service synergy. This synergy is crucial in motivating users’ willingness to utilize LINE Shopping. Our findings offer actionable guidelines for super app practitioners and researchers. |
| 關鍵字 | Synergy theory;Brand extension theory;New service adoption;Mobile app;Mobile shopping |
| 語言 | en |
| ISSN | 1873-7846 |
| 期刊性質 | 國外 |
| 收錄於 | SSCI |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | 否 |
| 國別 | USA |
| 公開徵稿 | |
| 出版型式 | ,電子版,紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/125829 ) |