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1 – 3 of 3Choy-Har Wong, Garry Wei-Han Tan, Siew-Phaik Loke and Keng-Boon Ooi
The purpose of this paper is to explore the factors that influence users’ behavioral intention (BI) to adopt mobile social networking sites (mSNS) in facilitating formal/informal…
Abstract
Purpose
The purpose of this paper is to explore the factors that influence users’ behavioral intention (BI) to adopt mobile social networking sites (mSNS) in facilitating formal/informal learning. Specifically, the study also investigates the association of mobility, reachability and convenience with performance expectancy (PE) and effort expectancy (EE).
Design/methodology/approach
Partial least squares structural equation modeling (PLS-SEM) approach was applied to test on 266 valid responses.
Findings
The findings indicated that learning compatibility (LC), PE, EE and copyright clearance (CC) has a significant effect on BI. The results also revealed that EE is influenced by mobility, reachability and convenience. PE however was found to be influenced by convenience.
Practical implications
The results of this study provides valuable insights and references for practitioners and mobile network providers in developing mSNS in facilitating learning.
Originality/value
While mSNS have the potential to become a new research area with numerous benefits for the learning community, there is little research on the adoption factors on mSNS in facilitating learning. This study therefore attempts to close the research gap by contributing to the mobile literatures.
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Choy-Har Wong, Garry Wei-Han Tan, Siew-Phaik Loke and Keng-Boon Ooi
While mobile TV (m-TV) is beneficial and is currently an emerging area within mobile commerce, the adoption rate is at the infancy stage. The purpose of this paper is therefore to…
Abstract
Purpose
While mobile TV (m-TV) is beneficial and is currently an emerging area within mobile commerce, the adoption rate is at the infancy stage. The purpose of this paper is therefore to adapt the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to explore on the factors in predicting users’ behavioral intention (BI) of m-TV.
Design/methodology/approach
Partial least square structural equation modeling approach was employed using 193 respondents to test the findings.
Findings
The findings revealed that effort expectancy (EE), social influence (SI), facilitating conditions (FC), hedonic motivation (HM) and habit (HT) have significant effects on BI. In addition, gender was found to have moderating effect between FC and BI.
Practical implications
Findings from this study provide valuable insights and contribute to the marketing strategy for mobile marketers, wireless communications vendors and application developers in the m-TV industry.
Originality/value
Since the emergence of m-TV is regarded as a new concept, what factors that may motivate users to watch TV using m-devices remains unexplored and therefore is currently a neglected research area. This paper provides clues and valuable insights for mobile marketers, wireless communications vendors and application developers in the m-TV industry.
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Som Sekhar Bhattacharyya, Shaileshwar Goswami, Raunak Mehta and Bishwajit Nayak
The purpose of this paper is to identify and predict the key factors that influenced the usage intention of over the top (OTT) services by consumers. This was done by applying the…
Abstract
Purpose
The purpose of this paper is to identify and predict the key factors that influenced the usage intention of over the top (OTT) services by consumers. This was done by applying the modified unified theory of acceptance and use of technology 2 (UTAUT2) model.
Design/methodology/approach
An online survey questionnaire assessed the proposed motivational factors for the adoption of OTT services. Confirmatory factor analysis and structural equation modelling were conducted on collected data (n = 598) to demonstrate the reliability and validity of the measurement and structural model.
Findings
The model consisted of nine factors, namely, value expectancy (VE), ease of effort (EE), social influence (SI), favourable infrastructure conditions (FIC), hedonistic motivation for usage (HMU), favourable economic position (FEP), content quality (CQ), habitual behaviour (HB) and security conditions (SC). SC, VE, SI, HB and EE were the antecedent variables. FEP, CQ and FIC were the mediating variables and HMU was the dependant variable. SI and CQ of OTT services were positively associated with HMU of OTT services, FEP had no significant effects on HMU. The results also supported the explanatory strength and predictability of UTAUT2 as a model. It further extended UTAUT2 boundaries and paved the way for an extended UTAUT2 model to be developed.
Originality/value
The promising role of OTT services in the entertainment and media industry had gained consumer attention, however, limited empirical investigations had been conducted on explicating how user attitude and usage intention were shaped regarding the use of OTT services in the Indian context. This study served as one of the first attempts to empirically examine the adoption process, with implications for the HMU regarding OTT services. This was one of the first studies to extend the UTAUT2 theoretical model.
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