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1 – 10 of over 58000Jihyun Kim, Yoon Jin Ma and Jihye Park
The purpose of this paper is to investigate the effects of ease of use, usefulness, and enjoyment, and subjective norm regarding the use of mobile phones on US consumers' attitudes…
Abstract
Purpose
The purpose of this paper is to investigate the effects of ease of use, usefulness, and enjoyment, and subjective norm regarding the use of mobile phones on US consumers' attitudes toward mobile communication and mobile commerce, and mobile technology use intention for shopping.
Design/methodology/approach
This work integrates the technology acceptance model of Davis and Fishbein and Ajzen's theory of reasoned action for its theoretical framework. In total, 341 college students in two large US universities provided usable responses. Structural equation modeling was employed to test the proposed model and research hypotheses.
Findings
The results showed that the perceived ease of use, usefulness, and enjoyment, and subjective norm were the significant predictors of attitudes toward mobile communication and mobile commerce as well as mobile technology use intention for shopping. The findings also suggested that attitude toward mobile communication positively influenced attitude toward mobile commerce, which in turn positively influenced mobile technology use for shopping.
Research limitations/implications
The sample of this study is slightly biased by gender and age. However, this demographic segment is meaningful to examine consumer attitudes and mobile technology use intentions for fashion goods due to its extensive usage of mobile services.
Originality/value
This study offers an integrated theoretical framework for future studies investigating consumer behavior in a technologically advanced retail environment.
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Hsin Hsin Chang, Ching Ying Huang, Chen Su Fu and Ming Tse Hsu
By integrating the diffusion of innovation (DOI) theory, technology acceptance model (TAM), and social capital theory, the purpose of this paper is to: develop a model of consumer…
Abstract
Purpose
By integrating the diffusion of innovation (DOI) theory, technology acceptance model (TAM), and social capital theory, the purpose of this paper is to: develop a model of consumer behavior and trial willingness toward nano-foods from product, consumer, and social perspectives; examine the effects of innovative features, consumer characteristics, and trust in authority on subjective perceptions (perceived trustworthiness and perceived benefit) as well as the social influence on attitudes toward nano-foods and trial willingness; examine the moderating role of product uncertainty on the relationship between these characteristics and subjective perceptions; and examine the effect of perceived benefit on perceived trustworthiness.
Design/methodology/approach
The results of the structural equation model (SEM), with nano-food knowledge data collected from 431 respondents, supported the research model and revealed the main effects hypothesized in this study and the moderating effect of product uncertainty. Simple slope analysis was further adopted to test the significant moderating effects.
Findings
The SEM results indicated that innovative characteristics (relative advantage, lack of observability, and novelty), consumer characteristics (perceived technology application), and social characteristics (trust in authority) affect perceived trustworthiness or perceived benefit. Social influence also has a direct effect on attitude toward nano-foods and trial willingness. Product uncertainty significantly moderates the relationship between characteristics (relative advantage and perceived technology application) and subjective perceptions (perceived trustworthiness and perceived benefit).
Research limitations/implications
With increasing numbers and kinds of nanotechnology products now being developed and sold, it is important to go further to determine consumer perceptions and attitudes toward these. This study, thus, applied the DOI, TAM, and social capital theory to examine this issue. However, other theories might also be used to carry out research from other perspectives. This study should, thus, be seen as preliminary, and it is hoped that more works will discuss consumer attitudes toward nanotechnology products in the future.
Practical implications
When a new nano-food is introduced, the current study suggests that food manufacturers use the description on the package as a communicative tool. Detailing the advantages of nano-foods on food packages might be a useful way to enhance trial willingness and to reduce the fears and insecurities related to the use of nano-related products. In addition, if food manufacturers could cooperate with organizations or individuals seen as having some authority in this area (e.g. nanotechnology researchers) in order to disseminate accurate information about nanotechnology and related food products, this might be an effective way to increase sales and profits.
Originality/value
This is the first paper integrating the DOI, the social capital theory and the TAM to empirically investigate consumer willingness to try nano-food products.
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Vincent Ting Pong Cheng and Renyu Guo
Technology-based innovation (TBI) is a primary approach across the hospitality industry to improve customer experience. It is essential to know the critical factors that affect…
Abstract
Purpose
Technology-based innovation (TBI) is a primary approach across the hospitality industry to improve customer experience. It is essential to know the critical factors that affect consumers’ acceptance of hotels’ TBI. The effect of consumers’ attitudes toward technology is hypothesized to affect the acceptance of TBI besides commonly used technology acceptance models.
Design/methodology/approach
A model of attitudes toward technology influence on TBI was constructed and tested by inviting participants to watch a video of a keyless check-in process of a leading hotel chain and then completed a questionnaire. The attitudes toward technology were measured using the technology adoption propensity (TAP) scale.
Findings
Attitudes toward technology strongly affect the hotel’s booking intention (BI) used as a proxy for consumers’ acceptance of hotels’ TBI. However, attitudes toward technology can only influence BI through the mediating variables of trust and curiosity.
Practical implications
The findings provide useful insights, encouraging hotels to positively enhance consumers’ attitudes toward technology when introducing TBI services.
Originality/value
Most research on the acceptance of e-commerce technology focuses on consumers’ resulting attitudes or emotions using the products or services. In contrast, this study investigates the effect of consumers’ attitudes toward technology on accepting hotels’ TBI service. The study demonstrated that attitudes toward technology substantially impact the acceptance of hotels’ TBI service. Furthermore, the study provides empirical support on the use of the TAP scale in complex TBI services.
研究目的
科技创新(TBI)在酒店业提高消费者体验的实践中属于首选方法。了解哪些影响消费者接受酒店TBI的因素至关重要。本论文假设, 除了常用的科技接受模型以外, 消费者对科技的态度会影响到TBI接受度。
研究设计/方法/途径
本论文开发了一个关于对科技的态度作用于TBI的模型, 并邀请受访者观看在一家行业尖端的连锁酒店中采用无钥匙登记流程的VCR, 然后完成调研问卷。本论文采用科技接纳量表TAP来衡量消费者对科技的态度。
研究结果
科技态度对酒店订房意图, 作为消费者接受酒店TBI接受度的代表, 有很大的影响。然而, 科技态度只通过信任和好奇感两个中介变量来实现订房意图。
研究实践启示
研究结果提供有用见解, 鼓励酒店通过介绍TBI服务积极增强消费者对科技的态度。
研究原创性/价值
大多数研究电子商务接受度的文章往往专注在消费者使用产品或服务的态度变化或者情感倾向。相反, 本论文研究消费者对科技的态度作用于消费者接受酒店TBI服务的态度。本论文证明了对科技的态度显著影响了酒店TBI服务接受度。此外, 本论文还提供实践证明采用TAP量表来研究TBI服务的文章。
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Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption behavior…
Abstract
Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption behavior of E-payment systems that employ smart card technology becomes a research area that is of particular value and interest to both IS researchers and professionals. However, research interest focuses mostly on why a smart card-based E-payment system results in a failure or how the system could have grown into a success. This signals the fact that researchers have not had much opportunity to critically review a smart card-based E-payment system that has gained wide support and overcome the hurdle of critical mass adoption. The Octopus in Hong Kong has provided a rare opportunity for investigating smart card-based E-payment system because of its unprecedented success. This research seeks to thoroughly analyze the Octopus from technology adoption behavior perspectives.
Cultural impacts on adoption behavior are one of the key areas that this research posits to investigate. Since the present research is conducted in Hong Kong where a majority of population is Chinese ethnicity and yet is westernized in a number of aspects, assuming that users in Hong Kong are characterized by eastern or western culture is less useful. Explicit cultural characteristics at individual level are tapped into here instead of applying generalization of cultural beliefs to users to more accurately reflect cultural bias. In this vein, the technology acceptance model (TAM) is adapted, extended, and tested for its applicability cross-culturally in Hong Kong on the Octopus. Four cultural dimensions developed by Hofstede are included in this study, namely uncertainty avoidance, masculinity, individualism, and Confucian Dynamism (long-term orientation), to explore their influence on usage behavior through the mediation of perceived usefulness.
TAM is also integrated with the innovation diffusion theory (IDT) to borrow two constructs in relation to innovative characteristics, namely relative advantage and compatibility, in order to enhance the explanatory power of the proposed research model. Besides, the normative accountability of the research model is strengthened by embracing two social influences, namely subjective norm and image. As the last antecedent to perceived usefulness, prior experience serves to bring in the time variation factor to allow level of prior experience to exert both direct and moderating effects on perceived usefulness.
The resulting research model is analyzed by partial least squares (PLS)-based Structural Equation Modeling (SEM) approach. The research findings reveal that all cultural dimensions demonstrate direct effect on perceived usefulness though the influence of uncertainty avoidance is found marginally significant. Other constructs on innovative characteristics and social influences are validated to be significant as hypothesized. Prior experience does indeed significantly moderate the two influences that perceived usefulness receives from relative advantage and compatibility, respectively. The research model has demonstrated convincing explanatory power and so may be employed for further studies in other contexts. In particular, cultural effects play a key role in contributing to the uniqueness of the model, enabling it to be an effective tool to help critically understand increasingly internationalized IS system development and implementation efforts. This research also suggests several practical implications in view of the findings that could better inform managerial decisions for designing, implementing, or promoting smart card-based E-payment system.
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Miao Miao, Mansoora Ahmed, Noman Ahsan and Bushra Qamar
The study aims to investigate students' attitudes toward using technology for micro-credential programs (MCPs) and their behavioral intention toward using MCPs for learning and…
Abstract
Purpose
The study aims to investigate students' attitudes toward using technology for micro-credential programs (MCPs) and their behavioral intention toward using MCPs for learning and enhancing their skills. The study also intends to investigate the moderating influence of labor market conditions (LMC).
Design/methodology/approach
A closed-ended questionnaire is employed to collect data from 474 participants through a convenience sample, from the university students in Karachi. Two theoretical frameworks are used in the study: technology acceptance model (TAM) and self-determination theory (SDT). The partial least squares structural equation modeling (PLS-SEM) technique is used to analyze data.
Findings
Findings reveal significant and positive relationships between all variables, except controlled motivation (CM) and perceived challenges. Moreover, the moderation results ascertain that the labor market does not moderate the relationship between attitude toward using technology for MCPs and students' behavioral intention toward using MCPs for learning.
Originality/value
The study seeks to understand students' attitudes and behavioral intentions toward using technology for MCPs. Also, the moderating effect of LMC is highlighted in understanding the impact of the attitude to use technology (AT) for MCPs and behavioral intentions in higher educational institutions (HEIs) in Pakistan. The study highlights intuitive practical implications for students of HEIs, universities and digital credential program providers.
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Technology acceptance is an incremental approach that has developed over the years. Taking technology acceptance or adoption literature into consideration, the paper aims to…
Abstract
Purpose
Technology acceptance is an incremental approach that has developed over the years. Taking technology acceptance or adoption literature into consideration, the paper aims to investigate the mediating role of adoption readiness, constructed on the basis of the unified theory of acceptance and use of technology (UTAUT), on the relationship between user resistance as well as user anxiety and attitude toward using a system.
Design/methodology/approach
In consideration of previous studies, the public personnel’s adaptation of electronic document management systems is within the scope of the present research. Gathering data from 262 administrative personnel working in a public university, explanatory and second-order confirmatory factor analyses were done for the UTAUT scale. In addition, reliability and construct validity were tested for each scale; UTAUT, user resistance, user anxiety and attitude toward using. Relationships among variables of the research were controlled by the measurement model and then the structural model was tested.
Findings
Confirming previous research, the scales of UTAUT, user resistance, user anxiety and attitude toward using were found to have acceptable reliability and internal consistency. In addition, the implications of the paper showed user resistance influenced attitude toward using indirectly, by affecting adoption readiness. It also indicated that adoption readiness fully mediated the relationship between user anxiety and attitude toward using.
Originality/value
Negative behavioral antecedents of UTAUT are the focus of the paper. Reducing the negative effects of resistance as well as anxiety of individuals on their attitudes using a system is emphasized in the technology acceptance literature. Furthermore, defining each dimension of UTAUT as a single construct, adoption readiness, and proving the intervening role of adoption readiness between user resistance, as well as anxiety, on the attitude toward using a system are contributions to the literature.
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James M. Curran and Matthew L. Meuter
Advances in technologies have allowed service providers to incorporate many different technologies into the delivery of their services. These technologies have been implemented in…
Abstract
Purpose
Advances in technologies have allowed service providers to incorporate many different technologies into the delivery of their services. These technologies have been implemented in the service encounter for the customer to use with varying degrees of success. This research aims to focus on the examination of factors that influence consumer attitudes toward, and adoption of, self‐service technologies (SSTs).
Design/methodology/approach
A conceptual model of the adoption process for SSTs is developed and tested across three different technologies used in the banking industry. One of these technologies (ATMs) has been available for many years and is widely adopted, another technology (bank by phone) has been available for many years but has not been widely adopted, and the third technology (online banking) is relatively new to the marketplace. Data were collected using a random telephone survey of banking customers in a three‐state area of the northeast USA and analyzed using structural equation modeling.
Findings
A comparison of the results of the model tests on the three technologies provides evidence that different factors influence attitudes toward each of these technologies and offers an explanation of the varying degrees of acceptance found among consumers. This research has demonstrated that multiple factors need to be considered when introducing technologies into the service encounter and that the salient factors may vary among technologies and their stages in the adoption process.
Research limitations/implications
The three different technologies used were all based in the banking industry, which limits the generalizability to other industries. Also cross‐sectional data are used rather than a longitudinal study, the feasibility of which is limited by time and cost contraints.
Originality/value
The practical application of these findings may guide marketers to emphasize issues related to certain critical constructs when utilizing SSTs in their service delivery.
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L. Michelle Bobbitt and Pratibha A. Dabholkar
Technology‐based self‐service is growing at a tremendous rate all over the world, but a strong unifying theory to understand this form of service is lacking. Proposes a…
Abstract
Technology‐based self‐service is growing at a tremendous rate all over the world, but a strong unifying theory to understand this form of service is lacking. Proposes a comprehensive conceptual framework that incorporates several well‐known attitudinal theories to explain the pivotal role of attitudes in influencing intentions and behavior related to technology‐based self‐service. The framework makes it possible to understand and predict better consumer decisions related to using technology‐based self‐service by thoroughly examining underlying consumer attitudes. Uses the Internet to illustrate how our framework can be applied to study consumer behavior related to a specific technology‐based self‐service. Draws on insights from the extant literature on technology‐based self‐service and also incorporates the many unique characteristics of the Internet that have implications for theory. Discusses practical implications of our model for marketers and provides directions for future research on technology‐based self‐service in general and the Internet in particular. With its integrative approach to theory, also contributes to the attitudinal literature.
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This study empirically examined consumer adoption attitudes and behaviors toward nonfungible tokens (NFTs). Findings indicate that consumer attitudes toward NFTs are influenced by…
Abstract
Purpose
This study empirically examined consumer adoption attitudes and behaviors toward nonfungible tokens (NFTs). Findings indicate that consumer attitudes toward NFTs are influenced by perceived usefulness, reliability and profit expectancy and that strong attitudes are associated with purchase intentions. Additionally, the relationship between attitudes and purchase intentions was moderated by technology optimism.
Design/methodology/approach
The authors utilized a partial least squares (PLS) model to examine the hypotheses in this empirical analysis. Obtaining a sample of actual NFT holders or experienced users is challenging. A total of 105 individuals participated in the study as valid responders by answering the screening question in the questionnaire. The authors opted for the PLS model as a research approach due to the limited size of the consumer population in the NFT market.
Findings
This study discovered that the adoption of NFTs was affected by technical aspects such as usefulness and reliability and the potential for future asset growth. Furthermore, the degree of attitude-to-intention conversion varied based on optimism, an inherent characteristic.
Research limitations/implications
This study offers valuable insights for NFT owners, content providers and trading firms. For the NFT market to expand, it must meet consumers' expectations for the desired content features and asset investment attributes. Additionally, customer targeting strategies should attract and appeal to technology enthusiasts with an optimistic outlook on technology.
Originality/value
The authors conducted an initial empirical analysis of actual NFT consumers, an area of research studied sparingly despite its significance.
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Given that the increased marketing of genetically modified (GM) food products and the attitudes of the public have a strong impact on the progress of this emerging gene technology…
Abstract
Purpose
Given that the increased marketing of genetically modified (GM) food products and the attitudes of the public have a strong impact on the progress of this emerging gene technology, this study aims to shed light on the antecedents relating to the extent of both the adoption and the purchase intention of GM foods.
Design/methodology/approach
This work is done from an integrated research framework based on the Attitude Model and the Theory of Planned Behavior (TPB) by using structural equation modeling (SEM) analysis.
Findings
The results support the use of the construct “attitude toward GM foods” as a bridge to connect the Attitude Model and the Behavioral Intention Model so as to establish an integrated research framework and to shed light on how consumers form their attitudes and make purchase intentions toward GM foods.
Practical implications
GM food marketers should make special efforts to convince the public that this new emerging technology as applied to food production will provide more benefits than ever before, with the consequence that consumers will hold a more positive attitude toward GM foods that leads to their purchase intentions.
Originality/value
This study pioneers in building an integrated research framework to understand how consumers form their attitudes and make purchase intentions toward GM foods.
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