1. By Lalit Pienchai

2. Objectives of this study Research model Pilot Study Full scale study Recommendation Future work

3. status To determine the status of mobile Internet application usage in Thailand reasons of mobile map search adoption To identify the influenced factors and to explain the reasons of mobile map search adoption in Thailand guideline To provide guideline for service provider to promote mobile map search service

4. Questionnaire as a tool to collect data 2 phases – Pilot study – Full-scale study The motivating factor is observed The relationship shown in the model is verified by hypotheses

5. Select tools Study the Model Verify Proposed Model Analyze Result Select tool

6. Select tools Study the Model Verify Proposed Model Analyze Result Social Influence Cost Effectiveness Perceived Mobility Perceived Credibility Technology Complexity Personal Innovativeness Perceived Enjoyment Perceived Usefulness Perceived Ease of Use Intention Part 1 Part 1 Part 2 Part 2

7. Select tools Study the Model Verify Proposed Model Analyze Result Phase I – Pilot study Section 1 – Personal Information Section 2 – Experience of Mobile Phone Usage (including mobile Internet, mobile search and mobile map search) Section 3 – Influences factors for using mobile map search

8. Select tools Study the Model Verify Proposed Model Analyze Result Phase I – Pilot study Objectives – To ensure that the questionnaire is well-designed. Questionnaires – 70 respondents required – Mobile phone uses who live in Bangkok and its surrounding area 0.8273 Cronbach’s alpha coefficient is 0.8273 Revised questionnaires

9. Select tools Study the Model Verify Proposed Model Analyze Result Phase I – Pilot study Sample – Data are collected from one secondary school (30 respondents) one international graduate school (40 respondents) one private company (25 respondents) – This groups Highest growth in mobile usage * Highest usage of mobile phone service * *Source: National Statistical Office of Thailand, 2006 and 2007)

10. Select tools Study the Model Verify Proposed Model Analyze Result Phase I – Pilot study Revision of the questionnaire – The sequence of questions is clearer stated Enlarging some of the instructions The questions for non-user and user are clearly separated – Rank Order Scaling question is modified “never use”  Zero number “use in the same frequency”  same number

11. Select tools Study the Model Verify Proposed Model Analyze Result Phase I – Pilot study Sample – Data are collected from one secondary school (136 respondents) one international graduate school (47 respondents) one private company (121 respondents)

12. Select tools Study the Model Verify Proposed Model Analyze Result GenderAgeOccupation Highest education attainment Male Female Under 21 21-30 Over 30 Employee Student Others None 1-15000 15001-30000 Over 30000 Secondary High school Bachelor's degree Master’s degree Salary 153 151 127 132 45 118 161 25 129 59 70 46 7 129 109 49

13. Select tools Study the Model Verify Proposed Model Analyze Result Mobile phone users n = 304 Mobile Internet users n = 134 Mobile search users n = 66 Mobile map search users n = 26 Mobile map search non-users n = 40 Mobile search non-users n = 68 Mobile Internet non-users n = 170 Mobile usage Mobile Internet Mobile search Mobile map search

14. Select tools Study the Model Verify Proposed Model Analyze Result Full-scale – 10 factors are measured by 44 items – Five-point scale – Mobile map search is briefly presented before answering the survey – Three top reasons are the cost of service, the data accuracy and the necessity of usage – Reliability analysis Cronbach’s alpha coefficient is 0.8793

15. Social Influence Cost Effectiveness Perceived Mobility Perceived Credibility Technology Complexity Personal Innovativeness Perceived Enjoyment Perceived Usefulness Perceived Ease of Use Intention Select tools Study the Model Verify Proposed Model Analyze Result Model

16. Select tools Study the Model Verify Proposed Model Analyze Result HypothesisFirst attributeSecond attributePrevious study H1Social influencePerceived usefulnessJune Lu et al. (2003) Tornatsky and Klein (1982) Venkatesh and Davis (2000) Rouibah and Abbas (2006) H2Cost effectivenessPerceived usefulnessJune Lu et al. (2003) H3Perceived mobilityPerceived usefulnessAnchar and D’In H4Perceived credibilityPerceived usefulnessRouibah and Abbas (2006) June Lu et al. (2003) H5Technology complexityPerceived usefulnessJune Lu et al. (2003) H6Personal innovativenessPerceived usefulnessAgarwal and Prasad (1998) Rouibah and Abbas (2006) H7Perceived usefulnessBehavioral intentionTAM

17. Social Influence Cost Effectiveness Perceived Credibility Technology Complexity Personal Innovativeness Perceived Usefulness Behavioral Intention 0.355 0.394 0.169 0.251 0.335 0.355 Perceived Mobility 0.362 Select tools Study the Model Verify Proposed Model Analyze Result Correlation is significant at the 0.01 level (2-tailed)

18. Select tools Study the Model Verify Proposed Model Analyze Result Social Influence Cost Effectiveness Perceived Mobility Perceived Credibility Technology Complexity Personal Innovativeness Perceived Enjoyment Perceived Usefulness Perceived Ease of Use Intention Model

19. Select tools Study the Model Verify Proposed Model Analyze Result HypothesisFirst attributeSecond attributePrevious study H8Perceived enjoymentPerceived ease of useIgbaria et al. (1996) Vankatesh et al. (2002) Yi and Hwang (2003) H9Personal innovativenessPerceived ease of useAgarwal and Karahanna (2000) Yi et al. (2006) Rouibah and Abbas (2006) H10Technology complexityPerceived ease of use June Lu et al. (2003) H11Perceived ease of useBehavioral intentionTAM

20. Technology Complexity Personal Innovativeness Perceived Ease of Use Behavioral Intention 0.244 0.337 0.304 0.297 Perceived Enjoyment Select tools Study the Model Verify Proposed Model Analyze Result Correlation is significant at the 0.01 level (2-tailed)

21. Select tools Study the Model Verify Proposed Model Analyze Result Social Influence Cost Effectiveness Perceived Mobility Perceived Credibility Technology Complexity Personal Innovativeness Perceived Enjoyment Perceived Usefulness Perceived Ease of Use Intention

22. Select tools Study the Model Verify Proposed Model Analyze Result Social Influence Cost Effectiveness Perceived Mobility Perceived Credibility Technology Complexity Personal Innovativeness Perceived Enjoyment Perceived Usefulness Perceived Ease of Use Intention

23. advertising The foremost reason for losing the customer is the lack of product awareness or advertising. general use The general use of mobile map search should be presented in the advertisement or marketing campaign Direct experience Direct experience is important for introducing this technology to the prospective customers. Viral marketing Viral marketing may be one possible strategy technology support Improvement of technology support such as response time and capability of mobile screen Select tools Study the Model Verify Proposed Model Analyze Result

24. factors Trying on other factors – Subjective Norm (Azjen & Fishbein, 1975) – Job relevancy (Venkatesh & Davis, 2000) – Cultural barriers (Okazaki, 2005). Use other theoretical model technology acceptance model Select tools Study the Model Verify Proposed Model Analyze Result Other factors Perceived usefulness Perceived ease of use Behavioral Intention