Kenneth C. C. Yang

TL;DR: Empirical data from regression analyses reflect consumer perceived usefulness (PU) influence attitude toward using (AT) M-commerce, and validates the robustness of TAM to study emerging technologies outside the U.S. context.

TL;DR: It was demonstrated that misperceptions of social norms predicted consumers' perceived usefulness (PU) and perceived ease of use (PEOU) of mobile advertising, whereas PEOU did not predict attitude towards mobile advertising.

TL;DR: In this paper, the authors employed variables adapted from the Extended Technology Acceptance Model (TAM2) and examined how social influence and past adoption behavior influenced consumer intention to use mobile advertising among college students in Taiwan.

TL;DR: After controlling all possible confounding variables, the predictive impacts of credibility factors on Taiwanese Internet users' perceived credibility of news-related blogs remained powerful and stable.

TL;DR: In this paper, the authors employed a between-subject post-test only experimental design to examine whether guilt appeal levels affected green advertising effectiveness measured by consumers' attitude towards the advertisement and the brand.