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Article
Publication date: 1 July 2004

Ya‐Yueh Shih and Kwoting Fang

With the liberalization and internalization of financial markets, in terms of the entrance of the World Trade Organization, banks in Taiwan face pressures in service…

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15793

Abstract

With the liberalization and internalization of financial markets, in terms of the entrance of the World Trade Organization, banks in Taiwan face pressures in service quality and administrative efficiency. Predicting customers’ intention to adopt Internet banking is an important issue. Attempts to understand how an individual's belief, embracing attitude, subjective norm and perceived behavioral control, can influence intention. Two versions of the model of the theory of planned behavior (TPB) – pure and decomposed – are examined and compared to the theory of reasoned action (TRA). Data are collected from approximately 425 respondents and structural equation modeling is used to analyze the responses. Results generally support TRA and TPB and provide a good fit to the data.

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Internet Research, vol. 14 no. 3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 11 March 2014

Chun-Hua Hsiao and Kai-Yu Tang

– The current study aims to investigate college students' behavioral intentions to adopt e-textbooks for their studies according to well-known theoretical intention-based models.

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2804

Abstract

Purpose

The current study aims to investigate college students' behavioral intentions to adopt e-textbooks for their studies according to well-known theoretical intention-based models.

Design/methodology/approach

This paper empirically assesses five theoretical models of technology acceptance, including the theory of planned behavior (TPB), the technology acceptance model (TAM), the decomposed TPB model (DTPB), the combined model of TAM and TPB (C-TAM-TPB), and the unified theory of acceptance and use of technology (UTAUT). The survey methodology and structural equation modeling (SEM) were employed to examine and compare these five models. Moreover, explanatory power, goodness-of-fit indices, and model parsimony were taken into consideration in the model comparisons.

Findings

Both TPB and TAM provided less effective but adequate predictive behavioral power. However, TPB appeared to be more parsimonious than TAM and the other models. By focusing on specific beliefs of attitude, social and control influences, DTPB shares many of the same advantages as TPB and TAM, but is less parsimonious. Similarly, C-TAM-TPB, an augmented version of TAM that incorporates social influences and behavioral control, is superior to TPB and TAM in terms of its explanatory power of behavioral intention to use e-textbooks. Overall, however, the results indicated that UTAUT appeared to be the best model in terms of the metrics of parsimonious fit and explanatory power.

Originality/value

Theoretical comparison of different models is important. This is believed to be the first study to present model comparisons by investigating undergraduates' intention to adopt e-textbooks as tools for their on-campus learning in Taiwan.

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Article
Publication date: 3 May 2011

Byoungho Jin and Ji Hye Kang

The purpose of this article is to assist US apparel firms to successfully market in China. It aims to accurately predict Chinese consumers' purchase intentions toward a US…

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11050

Abstract

Purpose

The purpose of this article is to assist US apparel firms to successfully market in China. It aims to accurately predict Chinese consumers' purchase intentions toward a US brand. For this purpose, it proposes a composite model incorporating two behavioral intention models, Lee's model and decomposed Ajzen's model, and empirically tests the composite model.

Design/methodology/approach

A total of 747 consumer data were collected in three cities of China, Shanghai, Beijing, and Guangzhou, utilizing a series of mall intercept method at two levels of shopping malls in each city.

Findings

Among the proposed direct paths to purchase intention (PI), attitude toward the US brand apparel was the most important in explaining contemporary Chinese consumers' purchase intentions, followed by external perceived behavioral control (PBC) and subjective norm (SN). Two Confucian values, face saving and group conformity, did not directly affect PI at all, and face saving only influenced PI indirectly through the increase of attitude toward US brand apparel. Among external PBC (one's controllability toward a purchase) and internal PBC (one's self‐efficacy), only external PBC led to PI.

Practical implications

By examining the two aspects of PBC, the study validated the importance of consumers' resource controllability (i.e. external PBC) in Chinese purchase behaviors in the midst of rapid socioeconomic changes. This approach advances previous studies that primarily viewed PBC as one dimension.

Originality/value

The paper is one of earliest endeavors to consider the decomposed PBC in a composite model. Also, the paper provides early proof that external PBC is more important than internal PBC in purchase contexts.

Details

Journal of Consumer Marketing, vol. 28 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 5 December 2016

Maizaitulaidawati Md Husin and Asmak Ab Rahman

The purpose of this paper is to examine the factors that influence an individual’s intention to participate in the family takaful scheme based on decomposed theory of

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2425

Abstract

Purpose

The purpose of this paper is to examine the factors that influence an individual’s intention to participate in the family takaful scheme based on decomposed theory of planned behaviour (DTPB). The central hypotheses for this study are that individual’s intentions to participate in family takaful scheme are a result of attitudes towards participation in family takaful scheme, subjective norms, and perceived behavioural control (PBC). Awareness and knowledge, as well as exposure and religiosity, are integrated into the model.

Design/methodology/approach

Using primary data collection method, 384 questionnaires were distributed to target respondents comprising of Muslims in Klang Valley, Malaysia. The data were analysed using Statistical Package for the Social Sciences and SmartPLS.

Findings

The DTPB model is effective in predicting individual’s intention to participate in family takaful scheme. Out of 15 hypotheses, 12 were found to be significant. Attitudes towards participation in family takaful scheme, PBC, knowledge, and exposure have significant influences on purchase intention. However, this study found the path from religiosity, awareness, and subjective norm to intention was insignificant.

Practical implications

The results of this study highlight the applicability of DTPB into takaful research and suggest marketing strategies for family takaful operators.

Originality/value

The value of this paper lies in its presentation of a model for factors that affect individual’s intention to participate in family takaful scheme.

Details

International Journal of Social Economics, vol. 43 no. 12
Type: Research Article
ISSN: 0306-8293

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Book part
Publication date: 28 September 2015

Md Shah Azam

Information and communications technology (ICT) offers enormous opportunities for individuals, businesses and society. The application of ICT is equally important to…

Abstract

Information and communications technology (ICT) offers enormous opportunities for individuals, businesses and society. The application of ICT is equally important to economic and non-economic activities. Researchers have increasingly focused on the adoption and use of ICT by small and medium enterprises (SMEs) as the economic development of a country is largely dependent on them. Following the success of ICT utilisation in SMEs in developed countries, many developing countries are looking to utilise the potential of the technology to develop SMEs. Past studies have shown that the contribution of ICT to the performance of SMEs is not clear and certain. Thus, it is crucial to determine the effectiveness of ICT in generating firm performance since this has implications for SMEs’ expenditure on the technology. This research examines the diffusion of ICT among SMEs with respect to the typical stages from innovation adoption to post-adoption, by analysing the actual usage of ICT and value creation. The mediating effects of integration and utilisation on SME performance are also studied. Grounded in the innovation diffusion literature, institutional theory and resource-based theory, this study has developed a comprehensive integrated research model focused on the research objectives. Following a positivist research paradigm, this study employs a mixed-method research approach. A preliminary conceptual framework is developed through an extensive literature review and is refined by results from an in-depth field study. During the field study, a total of 11 SME owners or decision-makers were interviewed. The recorded interviews were transcribed and analysed using NVivo 10 to refine the model to develop the research hypotheses. The final research model is composed of 30 first-order and five higher-order constructs which involve both reflective and formative measures. Partial least squares-based structural equation modelling (PLS-SEM) is employed to test the theoretical model with a cross-sectional data set of 282 SMEs in Bangladesh. Survey data were collected using a structured questionnaire issued to SMEs selected by applying a stratified random sampling technique. The structural equation modelling utilises a two-step procedure of data analysis. Prior to estimating the structural model, the measurement model is examined for construct validity of the study variables (i.e. convergent and discriminant validity).

The estimates show cognitive evaluation as an important antecedent for expectation which is shaped primarily by the entrepreneurs’ beliefs (perception) and also influenced by the owners’ innovativeness and culture. Culture further influences expectation. The study finds that facilitating condition, environmental pressure and country readiness are important antecedents of expectation and ICT use. The results also reveal that integration and the degree of ICT utilisation significantly affect SMEs’ performance. Surprisingly, the findings do not reveal any significant impact of ICT usage on performance which apparently suggests the possibility of the ICT productivity paradox. However, the analysis finally proves the non-existence of the paradox by demonstrating the mediating role of ICT integration and degree of utilisation explain the influence of information technology (IT) usage on firm performance which is consistent with the resource-based theory. The results suggest that the use of ICT can enhance SMEs’ performance if the technology is integrated and properly utilised. SME owners or managers, interested stakeholders and policy makers may follow the study’s outcomes and focus on ICT integration and degree of utilisation with a view to attaining superior organisational performance.

This study urges concerned business enterprises and government to look at the environmental and cultural factors with a view to achieving ICT usage success in terms of enhanced firm performance. In particular, improving organisational practices and procedures by eliminating the traditional power distance inside organisations and implementing necessary rules and regulations are important actions for managing environmental and cultural uncertainties. The application of a Bengali user interface may help to ensure the productivity of ICT use by SMEs in Bangladesh. Establishing a favourable national technology infrastructure and legal environment may contribute positively to improving the overall situation. This study also suggests some changes and modifications in the country’s existing policies and strategies. The government and policy makers should undertake mass promotional programs to disseminate information about the various uses of computers and their contribution in developing better organisational performance. Organising specialised training programs for SME capacity building may succeed in attaining the motivation for SMEs to use ICT. Ensuring easy access to the technology by providing loans, grants and subsidies is important. Various stakeholders, partners and related organisations should come forward to support government policies and priorities in order to ensure the productive use of ICT among SMEs which finally will help to foster Bangladesh’s economic development.

Details

E-Services Adoption: Processes by Firms in Developing Nations
Type: Book
ISBN: 978-1-78560-325-9

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Article
Publication date: 31 July 2008

Wen‐Bao Lin

The purpose of this paper is to construct a model for factors that affect on‐line consumer behavior intentions and post‐purchasing behavior by: integrating the decomposed

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3671

Abstract

Purpose

The purpose of this paper is to construct a model for factors that affect on‐line consumer behavior intentions and post‐purchasing behavior by: integrating the decomposed theory of planned behavior, technology acceptance model, and relationship quality; identifying the difference of industries in their effect on consumer behavior; and inferring management implications from implementing empirical data analysis based on the structural equation model.

Design/methodology/approach

The paper investigates samples of banking and travel agents' customers in Taiwan, selected from four metropolitan areas, using stratified random sampling and LISREL hypotheses testing.

Findings

The paper finds differences in the management of banking and tourism industries, regarding professional “brand image”; the affect of “subjective norm”; “perceived risk” and “gap of perceived service quality.” “Product involvement” has no significant influence on “actual behavior”. Intervening variables such as product attribute, personal character of consumers exist in the relationship of product involvement and actual behavior.

Research limitations/implications

The paper combines different theories and discusses many variables, so the verification and explanation of this study model may not be complete enough. It is suggested that researchers may aim at a single theory and discuss fewer variables to give a more comprehensive and deepened argumentation.

Practical implications

This paper gives very useful, practical marketing suggestions for person‐based services.

Originality/value

The value of this paper lies in its presentation of a model for factors that affect on‐line consumer behavior intentions and post‐purchasing behavior.

Details

International Journal of Commerce and Management, vol. 18 no. 2
Type: Research Article
ISSN: 1056-9219

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Article
Publication date: 19 April 2013

Yu‐Cheng Lee, Yi‐Fang Hsieh and Yau‐Bin Guo

Traditional studies on a decomposed theory of planned behavior (DTPB) analyze the relationship of variables through a structural equation model. If certain variables do…

Abstract

Purpose

Traditional studies on a decomposed theory of planned behavior (DTPB) analyze the relationship of variables through a structural equation model. If certain variables do not fully comply with the independent hypothesis, it is not possible to conduct proper analysis, which leads to false conclusions. To solve these problems, the aim of this research is to adopt an expert opinion‐driven decision making trial and evaluation laboratory (DEMATEL), and re‐establish the causal relationship and the degree of interrelationship of DTPB variables.

Design/methodology/approach

This research used a university library website as an individual case, and illustrated the benefits of constructing DTPB model by using DEMATEL through the opinions of 23 experts surveyed by questionnaires.

Findings

According to the analysis result of constructing DTPB model by using DEMATEL, when DTPB variables were distributed within quadrants of high centrality and degree of causality, they became the key influential variables; when distributed within quadrants of low centrality and degree of causality, the variables needed urgent management.

Originality/value

When traditional DTPB does not consider the direct and indirect relationships among variables, the original causal relationship of variables will be influenced, and then the original variables cannot fully demonstrate their causal relationship. Therefore the feasibility and effect of constructing DTPB model by using DEMATEL proposed in this research are proved through individual cases.

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Article
Publication date: 12 February 2019

Apostolos Giovanis, Pinelopi Athanasopoulou, Costas Assimakopoulos and Christos Sarmaniotis

The purpose of this paper is to investigate which of four well-established theoretical models (i.e. technology acceptance model, theory of planned behavior, unified theory

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1712

Abstract

Purpose

The purpose of this paper is to investigate which of four well-established theoretical models (i.e. technology acceptance model, theory of planned behavior, unified theory of acceptance and use of technology, decomposed theory of planned behavior (DTPB)) best explains potential users’ behavioral intentions to adopt mobile banking (MB) services.

Design/methodology/approach

Drawing on data from 931 potential users in Greece, the structural equation modeling method was used to examine and compare the four models in goodness-of-fit, explanatory power and statistical significance of path coefficients.

Findings

Results indicate that the best model is an extension of the DTPB with perceived risk (PR). Customers’ attitude, determined by three rationally-evaluated MB attributes (usefulness, easiness and compatibility), is the main driver of consumers’ intentions to adopt MB services. Additionally, consumers’ perceptions of availability of knowledge, resources and opportunities necessary for using the service, and the pressure of interpersonal and external social contexts toward the use of MB are the other two, less important, adoption drivers. Finally, PR negatively affects attitude formation and inhibits willingness to use MB services.

Practical implications

Findings can help marketers of financial institutions to select the more parsimonious model to develop appropriate marketing strategies to increase adoption rates of MB services.

Originality/value

This is the first study that compares the performance of four well-known innovation adoption models to explain consumers’ behavior in the MB context.

Details

International Journal of Bank Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 11 August 2021

Imran Mehboob Shaikh, Fawad Mehboob Shaikh and Kamaruzaman Noordin

The purpose of this paper is to determine the factors that may influence customers’ acceptance of Islamic home financing and identify the possible moderator, which may be…

Abstract

Purpose

The purpose of this paper is to determine the factors that may influence customers’ acceptance of Islamic home financing and identify the possible moderator, which may be relevant using the decomposed theory of planned behaviour (DTPB) in the context of Malaysia and Pakistan.

Design/methodology/approach

Literature on Islamic mortgage and DTPB is reviewed in a bid to identify the determinants that may contribute to customers’ desire to participate in Islamic home financing.

Findings

The review indicates that customers’ acceptance of Islamic home financing is not only determined by the subjective norm, attitude, perceived behavioural control but also by the added construct of awareness and decomposed variables, namely, perceived compatibility, perceived relative advantage, peers influence and self-efficacy. In the context of the current study, the country is proposed as a moderator variable that may influence the relationship for customers’ acceptance of Islamic mortgages.

Research limitations/implications

In terms of conceptualising the model, only two countries are considered, which is Malaysia and Pakistan as categorical variables or moderators incorporated in DTPB.

Originality/value

Existing literature on Islamic mortgages makes it evident that DTPB is yet to be applied in the context of studying Islamic home financing. This study extends the application of DTPB in the context of customers’ acceptance of Islamic mortgages in two countries, Malaysia and Pakistan. This paper will be a helpful resource for future researchers, academicians and managers of Islamic banks at large.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 19 December 2017

Fairouz Badaj and Bouchra Radi

The main purpose of the study is to examine the willingness of Moroccan small- and medium-sized enterprises (SMEs) to adopt profit and loss sharing (PLS) method of finance…

Abstract

Purpose

The main purpose of the study is to examine the willingness of Moroccan small- and medium-sized enterprises (SMEs) to adopt profit and loss sharing (PLS) method of finance and the factors that may influence their decision.

Design/methodology/approach

The research model is based on the decomposed theory of planned behaviour (DTPB). A total of 340 questionnaires were randomly distributed to SMEs’ owner-managers, out of which 177 were collected and only 153 were valid for analysis. Factor analysis and partial least squares regression were subsequently applied.

Findings

The results showed that cost, loss of control, constrained access to conventional debt, financial suitability, stage of development as well as religious beliefs have a significant impact on the SMEs’ attitude towards PLS modes. Likewise, normative belief was also found to have a significant influence on subjective norm, by particular reference to the family, financial external consultants and internal managers, as the main referent groups. In addition, finally, attitude and perceived behavioural control were found to have a significant impact on the intention to adopt PLS financing by Moroccan SMEs.

Research limitations/implications

The sample is not representative; hence, the findings cannot be generalized to all Moroccan SMEs. Furthermore, the variables and dimensions used are not exhaustive. With regard to implications, the study confirms the applicability of the DTPB to SME financing questions. Moreover, this study provides great indications to the practitioners, investors, policy makers and regulators on the perception of the Moroccan entrepreneurs, which should be taken into consideration to establish the necessary strategies to attract them.

Originality/value

This paper verifies the applicability of the DTPB in another area, that is, adoption of PLS instruments and contributes to explain the entrepreneurs’ perceptions towards theses modes of financing.

Details

International Journal of Islamic and Middle Eastern Finance and Management, vol. 11 no. 2
Type: Research Article
ISSN: 1753-8394

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