Predicting uptake of online customer service through mobile instant messaging applications : the effects of social presence on behaviour intention

Detalhes bibliográficos
Autor(a) principal: Marcão, Patrícia de Seabra Lopes
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/62625
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research e CRM
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spelling Predicting uptake of online customer service through mobile instant messaging applications : the effects of social presence on behaviour intentionUnified Theory of Acceptance and Use of Technology 2Mobile instant messaging applicationsOnline customer serviceSocial presenceInformalityTrustDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research e CRMOnline shopping is rapidly increasing, creating new opportunities and challenges in the highly-competitive services market. In this context, companies are trying to come with new ways of connecting, as consumers seek easier and faster ways of interacting. This study employs the unified theory of acceptance and use of technology 2 (UTAUT2) as the theoretical paradigm and extends it, to explore the key factors influencing the uptake of mobile instant messaging applications in online customer service, by introducing social presence as a crucial construct. The data was collected from an online questionnaire conducted to 222 Portuguese mobile instant messenger’s users. Structural equation modelling (SEM) was used to verify and validate the research model. The results showed that performance expectancy represents the greatest influence on users’ intention to engage in online customer service through mobile instant messaging. In addition, social presence was found to directly impact behavioural intention and indirectly, through the mediation of performance expectancy and habit. This study fills the gap in the literature, where little attention has been devoted to examining the use of mobile instant messaging applications by organizations for online customer service. The findings will help practitioners make appropriate strategies for this new channel.Pinto, Diego CostaRUNMarcão, Patrícia de Seabra Lopes2022-02-22T01:30:29Z2019-02-202019-02-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/62625TID:202186741enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:29:36Zoai:run.unl.pt:10362/62625Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:33:46.937204Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Predicting uptake of online customer service through mobile instant messaging applications : the effects of social presence on behaviour intention
title Predicting uptake of online customer service through mobile instant messaging applications : the effects of social presence on behaviour intention
spellingShingle Predicting uptake of online customer service through mobile instant messaging applications : the effects of social presence on behaviour intention
Marcão, Patrícia de Seabra Lopes
Unified Theory of Acceptance and Use of Technology 2
Mobile instant messaging applications
Online customer service
Social presence
Informality
Trust
title_short Predicting uptake of online customer service through mobile instant messaging applications : the effects of social presence on behaviour intention
title_full Predicting uptake of online customer service through mobile instant messaging applications : the effects of social presence on behaviour intention
title_fullStr Predicting uptake of online customer service through mobile instant messaging applications : the effects of social presence on behaviour intention
title_full_unstemmed Predicting uptake of online customer service through mobile instant messaging applications : the effects of social presence on behaviour intention
title_sort Predicting uptake of online customer service through mobile instant messaging applications : the effects of social presence on behaviour intention
author Marcão, Patrícia de Seabra Lopes
author_facet Marcão, Patrícia de Seabra Lopes
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Marcão, Patrícia de Seabra Lopes
dc.subject.por.fl_str_mv Unified Theory of Acceptance and Use of Technology 2
Mobile instant messaging applications
Online customer service
Social presence
Informality
Trust
topic Unified Theory of Acceptance and Use of Technology 2
Mobile instant messaging applications
Online customer service
Social presence
Informality
Trust
description Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research e CRM
publishDate 2019
dc.date.none.fl_str_mv 2019-02-20
2019-02-20T00:00:00Z
2022-02-22T01:30:29Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/62625
TID:202186741
url http://hdl.handle.net/10362/62625
identifier_str_mv TID:202186741
dc.language.iso.fl_str_mv eng
language eng
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eu_rights_str_mv openAccess
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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