Contents
An application of the UTAUT2 model for understanding user intention adopting Google Chromecast in Taiwan / Liangchuan Wu ; Yi-Fan Wu 1
Abstract 1
1. Introduction 1
2. Literature review 2
2.1. Chromecast 2
2.2. UTAUT2 2
2.3. Brand image 3
3. Research methods 3
3.1. Research framework 3
3.2. Questionnaire design 7
3.3. Data collection and samples 9
3.4. Data analysis method 9
4. Results 10
4.1. Demographic characteristics 10
4.2. Reliability analysis 10
4.3. Validity analysis 11
4.4. Path analysis 13
4.5. Hypothesis testing results 15
5. Discussions 16
5.1. Conclusion 16
5.2. Academic and managerial implication 16
5.3. Limitation and future research suggestion 16
References 17