4. DISCUSSION
4.3 R EVIEW OF R ESEARCH F INDINGS IN SEM AND DEMATEL
We will begin our discussion by reviewing the empirical findings, and then return to the general theoretical issues.
In SEM analysis, we tested the hypotheses and got the TRAUM model. We also tested the moderation of the four controllers to understand the effect of the structural research model.
In TRAUM model, the technology readiness was significant to the four constructs, included the performance expectancy, effort expectancy, social influence, and facilitating condition. The tendency of the technology results in the personal performance expectancy and effort expectancy. The tendency of the technology also results in the social community and facilitating condition. The higher tendency brings the higher acceptance and using willingness of the users. The performance expectancy, effort expectancy, and social influence were significant to affect the behavioral intention. The results illustrated that the consumers are on the initiative to use NFC mobile services. The community has the positive effect to the consumers. The consumers would like to share the experience in the community and are affected by the willingness of the community.
Technology readiness construct contains the four types of the characteristics, included optimism, innovativeness, discomfort, and insecurity. The four characteristics are existing in the consumers. The result of the analysis interprets the four characteristics support the expectancy, social influence, and facilitating condition
The enterprise should put more resource in the soft strategy to strengthen the needs of the consumers and enhance the effect of the community. In the emergence period of NFC mobile services, the enterprise should also put the resource in the promotion and education. The promotion and education can increase the good imagine of the users.
The consumers will share their views in the community and search the opinions in the community. The strategies are helpful to the understanding and acceptance of the consumers.
The factors of services provided and ease of use are the important criteria for the consumers. The consumers will make the decision based on the services provided, ease of use, and the performance expectancy in order to increase the behavioral intention, satisfaction and continuance intention.
The construct of facilitating condition was significant to affect the continuance intention. The result explains the importance of the infrastructure. The infrastructure includes the NFC electronics, NFC environment, security, authentication, clouding establishment, and so forth. Providing the establishment of the NFC facilitating environment is helpful to the acceptance, the using willingness and the continuance intention of the consumers. The enterprise should provide the appropriate facilitating condition based on the NFC mobile services and the behavior of the consumers. For example, for NFC mobile payment, the enterprise should provide the NFC mobile payment environment, the safe and convenient environment and the corresponding mechanism. Providing the appropriate facilitating condition based on the NFC mobile services is one of the important strategy for promotion.
Following the analysis, the behavioral intention has effect of satisfaction and continuant intention. The results illustrates the strategies planned for the overall services, included the infrastructure, the services, the corresponding mechanism, the convenience, and etc., is the most important issues in the early stage. NFC technology
is in the emergence period and needs the completed developed strategies based on the business model.
The TRAUM model proposed in this research provides the better explanation to the acceptance, intention and behavior of the consumers in technology using, e-services and mobile services. For the technology and e-services in the emergence period, the preference of the consumers is quite important to make the promotion strategy. The TRAUM model offers a holistic view for evaluation and making the appropriate strategies.
In DEMATEL analysis, we proposed the network relationship map based on the opinions from the experts. In the analysis, the main affecting cause is the capabilities of the partners’ criteria, especially in the emergence period. The result emphasizes the importance of the partners choosing and the implementation of the multi-source capabilities from the partners. In planning the strategies, how to allocate the capabilities to gain the more benefit for the collaborative partners is also the most important things. It will affect the following strategies.
The service offering is the second main affecting cause. The services contact the consumers more directly and understand their needs. The consumers in the different areas have the different preference in service offering based on the behavior and the culture. For example, for the consumers in Europe, NFC mobile services focus on the electronic keys, mobile learning, healthcare and mobile tickets at first. For the consumers in United States, NFC mobile services focus on mobile tickets, controlling system in the organization, and mobile learning. For the consumers in Japan, NFC
The following main affecting causes are security and authentication. For the service offering, safer environment is helpful to the promotion. Thus, the enterprise should focus on the design of security and authentication mechanism, included the product design, and the transaction environment design. The security and authentication mechanism are also the critical criteria in promoting.
The result shows the criterion of value network is the main affected cause. While the partners setup a great environment, attracting services, the better benefit for the partners, and the collaborative mechanism of the partners. The value network can be organized well spontaneously.
The result interprets the criterion of ease of use is the second main affected cause. It is because the criterion needs other factors to affect, included the finance, information, organization, and service. Thus, the enterprise should put the resource in the service offering, information security, finance revenue, and the collaborative partners’
allocation first. By the resource above, the criteria of ease of use can be achieved.
The research used the two quantitative research methods to do the analysis based on the consumers and experts. It can provide the views from the consumer’s needs and the experts’ opinions in decision making. Because these studies complement each other, the compatibility of the results is all the more impressive.
The two studies obtain the same conclusion and both emphases the important of services and information construct. The service offering in DEMATEL method can enhance the performance expectancy, effort expectancy, social influence and satisfaction of the consumers in SEM analysis. The enterprise can focus on the service offering and the corresponding mechanism provided. The community managed is also important to strengthen the using willingness of the users. The criteria of security and authentication can enhance the facilitating condition and continuance intention constructs. The experts and the consumers both focus on the information security
mechanism. Therefore, the NFC products, mechanism, and the environment with the high security are the key successful factors. The enterprise should put more resource in developing the NFC mobile services with high security and the promotion strategies.