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Article
Publication date: 1 January 2006

Petrus Guriting and Nelson Oly Ndubisi

Adopting the technology acceptance model, this research examines the factors that determine intention to use online banking in Malaysia Borneo. Perceived ease of use and…

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7812

Abstract

Purpose

Adopting the technology acceptance model, this research examines the factors that determine intention to use online banking in Malaysia Borneo. Perceived ease of use and perceived usefulness factors are considered to be fundamental in determining the acceptance and use of various information technologies. However, these beliefs may not fully clarify behavioural intention towards newly emerging technologies, such as online banking.

Design/methodology/approach

This study extends the model to include user computer experience and confidence.

Findings

The results indicate that perceived usefulness and perceived ease of use are strong determinants of behavioural intention to adopt online banking. There is also an indirect effect of computer self‐efficacy and prior general computing experience on behavioural intention through perceived usefulness and perceived ease of use.

Research limitations/implications

the relatively small size of the sample somewhat limits generalizations.

Practical implications

Useful to banks and financial institutions planning further online sevices for their customers.

Originality/value

Extends the understanding of the technology acceptance model.

Details

Management Research News, vol. 29 no. 1/2
Type: Research Article
ISSN: 0140-9174

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Article
Publication date: 16 July 2021

Kedar Bhatt

The purpose of this paper is to study the adoption of online streaming services from the technology acceptance perspective. A conceptual model incorporating personality…

Abstract

Purpose

The purpose of this paper is to study the adoption of online streaming services from the technology acceptance perspective. A conceptual model incorporating personality traits with the technology acceptance model (TAM) is proposed and tested to predict user's intention to use online streaming services. Apart from the direct effects of personality traits on TAM variables, the study also examines the moderating effect of personality traits on TAM relationships.

Design/methodology/approach

To test the proposed model, a structured questionnaire was developed by adapting existing scales for the constructs to suit the online streaming services context. The data for the study were collected from online streaming services users in India. The model was tested using structural equation modeling using AMOS 18. Moderation analysis was performed using the PROCESS MACRO.

Findings

The findings suggest that perceived ease of use, subjective norms and technology anxiety affect intention to use online streaming services. Self-efficacy was found to affect perceived ease of use positively, and technology anxiety was found to have a negative effect on perceived usefulness. The results also evidenced the moderating role of self-efficacy and technology anxiety.

Originality/value

The paper explores the adoption of online streaming services from the technology acceptance perspective. Further, very few studies have examined the moderating role of personality traits in technology adoption. This paper attempts to fill this gap. It expands the understanding of technology adoption literature by assessing the direct as well as moderating effect of personality traits.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 1 May 2020

Tanikan Pipitwanichakarn and Nittaya Wongtada

As technology has increasingly disrupted traditional commerce, there is a need for inclusive growth to ensure that no group – particularly the underprivileged – is left…

Abstract

Purpose

As technology has increasingly disrupted traditional commerce, there is a need for inclusive growth to ensure that no group – particularly the underprivileged – is left behind. Against this backdrop, this paper aims to shed light on mobile commerce (m-commerce) adoption among street vendors. This study conducts an experiment to investigate the contribution of online reviews and relevant factors in enhancing the perceived usefulness and adoption of m-commerce.

Design/methodology/approach

This study used a 2 (perceived ease of use: high vs low) × 2 (trust in service provider: high vs low) × 2 (online review: positive vs negative) between-subjects design, resulting in eight experimental groups. The level of the online review was manipulated, and the degrees of perceived ease of use and trust were measured.

Findings

Perceived usefulness depends on online reviews when users perceive incongruent information (e.g. high ease of use but low trust); that is, users who saw positive reviews more strongly perceived the usefulness of m-commerce. On the contrary, perceived usefulness does not vary based on online reviews if users perceive congruent information (e.g. high ease of use and high trust).

Originality/value

This research advances the knowledge of m-commerce adoption by exploring the interaction of perceived ease of use, trust and online reviews, a combination that has not been addressed in previous empirical studies.

Details

Journal of Asia Business Studies, vol. 14 no. 5
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 31 July 2019

Tanikan Pipitwanichakarn and Nittaya Wongtada

The purpose of this paper is to investigate the role of trust and perceived enjoyment in the technology acceptance model by distinguishing distinct stages of adoption…

Abstract

Purpose

The purpose of this paper is to investigate the role of trust and perceived enjoyment in the technology acceptance model by distinguishing distinct stages of adoption among street vendors (initial and advanced adoption stage).

Design/methodology/approach

Face-to-face interviews using a structured questionnaire were conducted with 430 street vendors in Bangkok; 415 usable surveys were analyzed. By applying K-means cluster analysis, two segments were found with 200 initial and 215 advanced adopters. A multi-group analysis was employed to investigate differences of relationships between the two groups.

Findings

The findings reveal significant similarities and dissimilarities between the two groups of vendors. Both initial and advanced adopters emphasize trust of service providers. The first group relies more on perceived ease of use and perceived enjoyment in motivating m-commerce adoption but depends less on perceived usefulness. On the contrary, for the latter group, the influence of perceived ease of use and perceived enjoyment significantly decreases, but the effect of perceived usefulness significantly increases.

Practical implications

This study sheds light on the managerial implications related to how service providers can tailor their marketing strategies to target vendors in disparate diffusion stages, and it encourages building trust between partners over time.

Originality/value

Due to the lack of theoretical and managerial understanding of factors that drive m-commerce adoption for micro businesses, this study identifies distinct adoption stages and offers valuable insights into the similarities and differences among initial and advanced adopters.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 6
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 23 August 2013

Hsiu‐Fen Lin

The purpose of this study is to examine the impact of absorptive capacity (understanding, assimilating and applying u‐learning) perceptions on behavioral intention to use

Abstract

Purpose

The purpose of this study is to examine the impact of absorptive capacity (understanding, assimilating and applying u‐learning) perceptions on behavioral intention to use u‐learning through path analysis and applies the technology acceptance model (TAM) as a theoretical foundation, simultaneously improving the model by adopting prior mobile experience as a meaningful moderator.

Design/methodology/approach

Data were collected from 212 students in Taiwan and various relationships in the research model were tested using the partial least squares approach.

Findings

The findings show that perceived usefulness and ease of use are determinants of student acceptance of u‐learning. Absorptive capacity (understanding, assimilating and applying u‐learning) perceptions influence perceived usefulness and ease of use of u‐learning. Additionally, assessment of the moderating effect of prior mobile experience on model relationships reveals insights into the determinants of behavioral intention to use u‐learning.

Practical implications

Personal absorptive capacity to understand, assimilate, and apply u‐learning affects student perceptions of usefulness and ease of use of u‐learning, which in turn influence usage intentions. Thus, students should be offered demonstrations of how to operate u‐learning. More importantly, training courses on various mobile and context‐aware services should be provided to students to equip them with comprehensive knowledge of u‐learning, improve their real‐world observational skills, reduce anxiety associated with u‐learning, and increase their confidence in using u‐learning.

Originality/value

Theoretically, while drawing upon the TAM, this study aims to provide a model that capable of understanding the determinants of behavioral intention to use u‐learning. From the practical perspective, the findings should provide further insight into student behaviors resulting, leading to more effective strategies for developing a u‐learning environment.

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Article
Publication date: 9 August 2011

Tao Zhou

The purpose of this research is to examine the critical success factors of mobile web site adoption.

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6009

Abstract

Purpose

The purpose of this research is to examine the critical success factors of mobile web site adoption.

Design/methodology/approach

Based on the valid responses collected from a questionnaire survey, the structural equation modelling technique was employed to examine the research model.

Findings

The results indicate that system quality is the main factor affecting perceived ease of use, whereas information quality is the main factor affecting perceived usefulness. Service quality has significant effects on trust and perceived ease of use. Perceived usefulness, perceived ease of use and trust determine user satisfaction.

Practical implications

Mobile service providers need to improve the system quality, information quality and service quality of mobile web sites to enhance user satisfaction.

Originality/value

Previous research has mainly focused on e‐commerce web site success and seldom examined the factors affecting mobile web site success. This research fills the gap. The research draws on information systems success theory, the technology acceptance model and trust theory as the theoretical bases.

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Article
Publication date: 28 February 2019

Lara Stocchi, Nina Michaelidou and Milena Micevski

This study aims to examine the drivers and outcomes of the usage intention of branded mobile applications (apps), revealing findings of theoretical and practical…

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2296

Abstract

Purpose

This study aims to examine the drivers and outcomes of the usage intention of branded mobile applications (apps), revealing findings of theoretical and practical relevance. First, it uncovers the specific technological features that underpin the perceived usefulness and ease of use of branded apps driving (directly and indirectly) usage intention. Second, it outlines two key outcomes that are relevant to the strategic management of branded apps: willingness to recommend the app and willingness to pay to continue using the app.

Design/methodology/approach

This study uses data randomly derived from a panel of one million UK consumers, analyzed via structural equations modeling. The unit of analysis was individual apps prominently displaying a brand identity. The study tested indirect relationships between the key drivers considered and usage intention via perceived usefulness and ease of use.

Findings

Consumers who view branded apps as protecting their privacy, customizable and compatible with what they do, will have stronger perceptions of usefulness and ease of use and greater intention to use the app. These effects also occur indirectly. Furthermore, usage intention drives the willingness to recommend the app and to pay to continue using it.

Practical implications

To influence usage intention, managers can improve the perception of usefulness of branded apps by protecting consumer privacy and improving the app’s design and its compatibility with people’s needs and lifestyle. Managers can also enhance the perception of ease of use of the branded app by heightening its security and ubiquity. Combined, these factors can enhance (directly and indirectly) the intention to use the app, which will lead to the willingness to recommend the app and pay for it.

Originality/value

This study extends previous research by examining factors driving the intention to use branded apps and the resulting outcomes. It also offers a model that yields predictions for individual branded apps (not the brand powering the app), thus providing practical recommendations on how to manage, in general, apps with a brand identity.

Details

Journal of Product & Brand Management, vol. 28 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 12 August 2014

Hossein Mohammadi

The purpose of this paper is to explore barriers; the mediating role of usability; and the moderating effects of subjective norms, personal innovativeness, self-efficacy…

Abstract

Purpose

The purpose of this paper is to explore barriers; the mediating role of usability; and the moderating effects of subjective norms, personal innovativeness, self-efficacy and perceived image on users’ attitudes toward loyalty to Internet banking (IB) in Iran.

Design/methodology/approach

Based on the consumer data collected from a survey, structural equations modeling and path analysis were used to test the research model.

Findings

The results revealed that “low perceived usefulness” and “low perceived ease of use” both had negative effects on users’ attitudes. “Low awareness” and “low system compatibility” were found to be the main factors impeding users’ attitudes toward loyalty to IB. “Perceived usefulness” showed no mediating role in the relationship between ease of use and users’ attitudes. At last, all concerned moderators moderated the relationships between ease of use/usefulness and users’ attitudes.

Research limitation/implication

The sample was only composed of IB users of one Iranian bank, and non-users were not studied.

Originality/value

Past studies have seldom examined the role of individual drivers such as personal innovativeness and self-efficacy and social drivers such as subjective norms and perceived image as moderating variables in the context of developing countries.

Details

Transforming Government: People, Process and Policy, vol. 8 no. 3
Type: Research Article
ISSN: 1750-6166

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Article
Publication date: 2 September 2014

Xiaojing Sheng and Mohammadali Zolfagharian

This paper aims to examine the complex role of consumer participation by empirically testing a theoretical model within the online context of consumer using product…

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3632

Abstract

Purpose

This paper aims to examine the complex role of consumer participation by empirically testing a theoretical model within the online context of consumer using product recommendation agents (RAs) that integrates consumer participation into the technology acceptance model (TAM). Recent research starts questioning whether consumer participation is a double-edged sword, although its positive effects have been widely documented in the services marketing literature.

Design/methodology/approach

Data were collected from 243 respondents comprising both genders with varied age groups, education levels, household income and ethnicities. Participants interacted with an existing RA, searching product information for a simulated purchase involving either high or low financial risk. Confirmatory factor analysis (CFA) and Structural equations modeling (SEM) were used for assessing construct validity and testing hypotheses, respectively.

Findings

Consumer participation was found to positively affect enjoyment but negatively affect perceived ease of use of an RA, which was exacerbated when the purchase was of high financial risk. Predictions based on TAM were all supported in this study.

Research limitations/implications

This research evidenced consumer participation’s dual-effect and identified financial risk as a moderator of consumer participation’ negative effect. Future research could employ a different design such as using controlled lab settings and conducting longitudinal studies to replicate the study.

Practical implications

Findings from this research provide guidance to RA design regarding the amount of consumer participation, consumer perceptions of RA use (ease of use, usefulness and enjoyment) and financial risk involved in the purchase.

Originality/value

This research sheds new light on the role of consumer participation through uncovering its dual-effect, thus complementing the services marketing and RA literature.

Details

Journal of Services Marketing, vol. 28 no. 6
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 December 2003

Nelson Oly Ndubisi and Muhamad Jantan

The current research investigates the impact of persona‐system characteristics, technical backing, and computing skill on information systems (IS) usage by Malaysian small…

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3250

Abstract

The current research investigates the impact of persona‐system characteristics, technical backing, and computing skill on information systems (IS) usage by Malaysian small and medium firms (SMF) using the TAM. The study hypothesizes that persona‐system characteristics (such as perceived usefulness and perceived ease of use) and usage of systems will be greater when there is greater computing skill and strong technical backing. A total of 177 firms responded to the survey and the results show that there is a positive relationship between computing skill and technical backing on one hand and IS usage directly, and indirectly via perceived usefulness and ease of use on the other. Usage is influenced directly by usefulness and indirectly (via usefulness) by ease of use. These findings are particularly crucial to system designers and vendors targeting SMF, as well as, to information systems management in SMF. Important theoretical and practical implications are discussed.

Details

Logistics Information Management, vol. 16 no. 6
Type: Research Article
ISSN: 0957-6053

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