CHAPTER 5 – RESULTS AND DISCUSSION
5.2 Findings
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5.2 Findings
1. Spatial mobility is positively related to mobile service performance.
As we hypothesized, spatial mobility gave mobile workers greater flexibility, allowing greater control over progress of work and increasing the speed of information exchange. Spatial mobility, therefore, lead to higher service performance.
2. Temporal mobility is negatively related to mobile service performance
Based on previous literature, we hypothesized that, with higher temporal mobility, mobile users would be able to better manage several tasks simultaneously. In other words, they could perform multiple tasks at the same time. H1b hypothesis was not supported because the results showed that higher temporal mobility design was negatively related to mobile service performance. The result indicates that business visitors viewed unobtrusive message alerts as a type of disturbance. In fact, business visitors preferred to concentrate on using one mobile service at a time. Too many messages alerts confused and distracted them. Hence, we can conclude that high temporal mobility design will not benefit service performance.
Table 5-4. Testing of Hypotheses 5 Independent
Variable
Dependent Variable: Service Performance
Model 1 Model 2 Model 3 Model 4
Spatial Mobility(SM) 0.86(3.67)*** 0.72(2.64)*** 0.76(2.85)*** 0.78(3.03)***
Temporal
Mobility(TM) -0.31(-1.52)* -0.24(-1.50)* -0.28(-1.61)* -0.26(-1.45)*
Contextual
Mobility(CM) -0.04(-0.21) 0.01(0.07) 0.01(0.05) -0.02(-0.10) Previous
Experience(PE) 0.14(1.39)* 014(1.31)* 0.14(1.32)*
SM x PE -0.15(-1.53)*
TM x PE -0.14(-1.36)*
CM x PE -0.14(-1.49)*
R2 0.325 0.360 0.356 0.358
Differenced R2 0.035 0.031 0.033
f2 0.05 0.05 0.05
Pseudo F-value 4.65*** 4.65*** 4.65***
Note: *p<0.1 **p<0.05 ***p<0.01
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3. Contextual mobility is not significantly related to mobile service performance for goal-oriented visitors
Greater contextual mobility design did not attract goal-oriented visitors. The targeted exhibition in this study was a business-to-business exhibition in which the visitors were corporate buyers who were very clear about which products they intended to buy and which exhibitors they intended to visit. In other words, most of the visitors were goal-oriented customers, not impulsive. In this situation, customized mobile services such as information and commercials customized according to their personal information were not necessarily useful to them. The results highlight the importance of designing contextual mobility according to users’ purposes.
4. High levels of personal innovativeness do not have significant moderating effect on mobility and mobile service performance
Users with high personal innovativeness did not regard greater mobility as a contributor to mobile service performance, although these users did perceive more mobile service value. People with high personal innovativeness are always active seekers of new ideas and innovativeness. Lu et al. (2008) have mentioned that individuals with higher levels of innovativeness are expected to have positive perceptions about using innovative IT. However, in our study, a mobile service embedded with high levels of mobility did not attract these innovative users. One of the reasons may be that the mobility design on smart phones has become so popular that many users did not consider the similar design in the Orbi service as innovative enough. Therefore, discovering new ways to add innovative elements to the mobility design will be an import point in the future.
5. High levels of mobility design will be more positively related to mobile service performance when users are those who need high levels of interaction
This result was consistent with our hypothesis that users with a higher need for interaction appreciate mobility design. It also provided evidence that the Orbi service can offer customers real-time interaction with exhibitors and buyers and thus improve their work performance and satisfaction
6. High levels of spatial mobility design will be more positively related to mobile service performance when users are those who have high levels of self-efficacy;
however, self-efficacy does not play a role in the relationship between temporal and contextual mobility and mobile service performance
Greater spatial mobility in the design had a more positive effect on users with higher
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levels of self-efficacy. Compared to the functions with high levels of temporal and contextual mobility design, those functions on Orbi with high levels of spatial mobility design required that users have more IT related knowledge to operate them properly. For example, high spatial mobility services such as the GPS-powered map application required users to frequently locate new positions. Users had to comprehend and react to the messages. As Lee et al. (2007) have proposed, computer self-efficacy is the major indicator of task–technology fit when applied to PDA technology; therefore, users with higher self-efficacy are more confident with using functions with high levels of spatial mobility in the Orbi. These results highlight the importance in designing as easy-to-use interfaces that function with high levels of spatial mobility.
7. User’s past experience does not have significant moderating effect on the relationship between mobility design and mobile service performance.
H5 is not supported because the results showed that users with high levels of previous experience of mobile services did not appreciate the mobile services designed for high mobility. Zeithaml et al. (1993) found that customers’ previous exposure to certain services had a positive impact on their expected services. In our study, users with high levels of previous experience certainly lead to better service performance. However, mobile services designed with greater mobility did not leave a positive impression on those users – that is, they did not appreciate the mobile services designed for greater mobility as a beneficial tool for their task. Instead, we can conclude that although previous experience with mobile services can shorten the learning curve, it can also lower the significance of mobile services designed for high mobility among experienced users.
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