Predicting electronic service continuance with a decomposed theory of planned behaviour

Previous research suggests that an eventual information technology (IT) success depends on both its initial adoption (acceptance) and subsequent continued usage (continuance). Theory of planned behaviour (TPB) has been successfully used to predict users' acceptance of IT. Yet, this theory has not been applied to the context of continuance of IT. This paper examines post-adoption cognitive beliefs and factors influencing one's intention to continue using (continuance) electronic services (e-services). Decomposed theory of planned behaviour (DTPB) is adapted from social psychology and integrated with theoretical and empirical findings from prior information systems (IS) usage research to theorize a model of e-service continuance. Specifically, the research model decomposes the perceived behavioural control components of TPB into Internet self-efficacy and perceived controllability, the subjective norm component into social influences and interpersonal influence, and the attitude component into perceived usefulness, perceived playfulness, and perceived risk. Nine research hypotheses derived from this model are empirically validated using a field survey of Web-based tax filing service users. The results suggest that users' continuance intention is determined by Internet self-efficacy and satisfaction. Satisfaction, in turn, is jointly determined by interpersonal influence, perceived usefulness, and perceived playfulness.     

Understanding pre-service teachers' computer attitudes: applying and extending the technology acceptance model

Abstract   Computers are increasingly widespread, influencing many aspects of our social and work lives, As we move into a technology-based society, it is important that classroom experiences with computers are made available for all students. The purpose of this study is to examine pre-service teachers' attitudes towards computers. This study extends the technology acceptance model (TAM) framework, with subjective norm and facilitating conditions acting as external variables. Results shows that perceived usefulness, perceived ease of use and subjective norm were significant determinants of pre-service computer attitudes. Facilitating conditions did not influence computer attitude directly but through perceived ease of use. These findings demonstrate that social norm and facilitating conditions are potential variables that may be used to extend the TAM for research on computer attitudes.     

Text me when it becomes dangerous: Exploring the determinants of college students’ adoption of mobile-based text alerts short message service

Guided by Davis’ (1986) technology acceptance model (TAM) and Brehm’s (1989) reactance theory, this study sought to explore the determinants of college students’ adoption of mobile-based text alert short message service (SMS). The findings of the study supported the primary argument of the model that individuals’ adoption of text alert SMS for emergency preparedness and response should be largely determined by social psychological factors, such as attitude toward, subjective norm associated with, and perceived intrusiveness of the SMS. In addition, the findings demonstrated that subjective norm of and attitude toward the service prompted individuals’ actual adoption whereas intrusiveness of the service served as a distinctive barrier to the actual adoption behavior. Finally, the findings also showed that the probability of adopting the text alert SMS was not directly increased by perceived ease of use and perceived usefulness of the service, but was indirectly affected by the two antecedents through ones’ attitude toward the use of the SMS. Theoretical and practical implications of the findings are discussed.     

Factors propelling the adoption of m-learning among students in higher education

University students seem primed for mobile learning (m-learning) given their affinity with technology and the ubiquity of mobile computing devices on campuses. However such conditions do not necessarily guarantee their readiness for m-learning. For m-learning to thrive in higher education, it is crucial to understand the factors propelling its adoption. Accordingly this study uncovers factors that drive the adoption of m-learning among university students. Using a mobile learning readiness model based on the Theory of Planned Behavior, data was collected from 900 undergraduates in a local, public university in Malaysia. Partial least squares analysis revealed that all three constructs of attitude, subjective norm and perceived behavioral control significantly influenced students’ intention to adopt m-learning. These three constructs were significantly predetermined by their respective external beliefs components. In fostering m-learning adoption among students, more emphasis should be expended to capitalize on subjective norm and improve perceived behavioral control.     

An empirical investigation of anti-spyware software adoption: A multitheoretical perspective

We performed an empirical investigation of factors affecting an individual's decision to adopt anti-spyware software. Our results suggested that an individual's attitude, subjective norm, perceived behavioral control, and denial of responsibility significantly affected anti-spyware adoption intention. Also, relative advantage and compatibility showed a significant effect on attitude, visibility, and image on subjective norm, and trialability, self-efficacy, and computing capacity on perceived behavioral control. Interestingly, moral obligation, ease of use, and perceived cost were not as significant as was originally expected.     

An Identification of Factors Motivating Individuals’ Use of Cloud-Based Services

The purpose of this study is to develop a better understanding of the factors motivating individuals who use cloud-based services despite the privacy and security risks associated with it. The authors developed a research model that incorporates the theory of planned behavior (TPB) and constructs from previous research to explain individuals’ intentions to use cloud-based services. Our analysis shows support for the relationships among predictor variables (attitude, subjective norm, perceived behavioral control, and information privacy) and the outcome variable (behavioral intention). Additionally, our analysis shows IT leadership and trust as moderating variables between the TPB predictor variables (attitude and perceived behavioral control), but not subjective norm. The results indicate that IT leadership support of cloud-based systems can have a positive effect on cloud adoption and individuals are likely to continue their use of cloud computing despite the privacy and security risks associated with it.     

Extending the TAM for a t-commerce

Broadband communication at home allows television to become an e-commerce medium that merges video, voice, and transactional data. t-commerce is electronically mediated commerce using interactive television. Theoretical and empirical analysis was undertaken and reported here to explain the factors that influence potential users’ adoption of t-commerce by extending the technology acceptance model. The study also compared the factors influencing t-commerce adoption between experienced and inexperienced users. Seven factors were identified: perceived ease of use, perceived usefulness, perceived enjoyment, trust, attitude, normative belief of family and friends, and subjective norm. Although the factors were not the same between the two groups, the differences were not large. Perceived enjoyment is the most important factor affecting attitude and behavioral intention toward t-commerce. From a theoretical point of view, the study extended the TAM for t-commerce adoption by potential users in the home environment. Moreover, this study also provided practical implications for t-commerce providers.     

Applying the Technology Acceptance Model to Social Networking Sites (SNS): Impact of Subjective Norm and Social Capital on the Acceptance of SNS

With their heavy traffic and technological capabilities, social networking sites (SNS) introduced a new means of building and maintaining perceived social capital. This study aims to identify underlying factors and causal relationships that affect behavioral intention to use SNS. For this purpose, this research developed an extended technology acceptance model, incorporating subjective norm and perceived social capital for predicting SNS acceptance and usage. Exploratory correlation and path analyses were conducted to identify the relationships between five constructs: perceived usefulness, perceived ease of use, subjective norm, perceived social capital, and intention to use. The results showed that perceived usefulness and perceived ease of use had robust effects on the user's intention to use SNS. The research findings also demonstrated that subjective norm and perceived social capital were significant predictors of both perceived usefulness and perceived ease of use and therefore should be considered as potential variables for extending the technology acceptance model.     

Factors influencing teachers’ intention to use technology: Model development and test

Among the key players in any effective integration of technology in teaching and learning is the teacher. Despite the research that has been conducted to examine the factors that explain teachers’ intention to use technology, few have developed a model to statistically explain the interactions among these factors and how they influence teachers’ intention to use technology. Five variables (perceived usefulness, perceived ease of use, subjective norm, facilitating conditions, and attitude towards use) and behavioural intention to use technology were used to build a research model in this study and structural equation modelling was used for parameter estimation and model testing. Self-reported data were gathered from 592 teachers from schools in Singapore. Results revealed a good model fit and of the nine hypotheses formulated in this study, eight were supported. Subjective norm was not found to be a significant influence on teachers’ intention to use technology while the other four variables were.     

Predicting adolescents’ use of social networking sites from an extended theory of planned behaviour perspective

The popularity of social networking sites (SNSs) among adolescents has grown exponentially, with little accompanying research to understand the influences on adolescent engagement with this technology. The current study tested the validity of an extended theory of planned behaviour model (TPB), incorporating the additions of group norm and self-esteem influences, to predict frequent SNS use. Adolescents (N = 160) completed measures assessing the standard TPB constructs of attitude, subjective norm, perceived behavioural control (PBC), and intention, as well as group norm and self-esteem. One week later, participants reported their SNS use during the previous week. Support was found for the standard TPB variables of attitude and PBC, as well as group norm, in predicting intentions to use SNS frequently, with intention, in turn, predicting behaviour. These findings provide an understanding of the factors influencing frequent engagement in what is emerging as a primary tool for adolescent socialisation.     

Predicting user acceptance of collaborative technologies: An extension of the technology acceptance model for e-learning

Collaborative technologies support group work in project-based environments. In this study, we enhance the technology acceptance model to explain the factors that influence the acceptance of Google Applications for collaborative learning. The enhanced model was empirically evaluated using survey data collected from 136 students enrolled in a full-time degree program that used Google Applications to support project work. According to the research results, determinants of the technology acceptance model are the major factors influencing the adoption of the technology. In addition, the subjective norm represented by peers is found to significantly moderate the relationship between attitude and intention toward the technology. However, our results do not show a significant effect of subjective norms represented by instructors and mass media on students' intentions to use the technology. The ability to share information in the collaborative learning environment is found to influence intention and behavior toward the Google Applications platform.     

A meta-analysis of the technology acceptance model: Investigating subjective norm and moderation effects

We conducted a quantitative meta-analysis of previous research on the technology acceptance model (TAM) in an attempt to make well-grounded statements on the role of subjective norm. Furthermore, we compared TAM results by taking into account moderating effects of one individual-related factor (type of respondents), one technology-related factor (type of technology), and one contingent factor (culture). Results indicated a significant influence of subjective norm on perceived usefulness and behavioral intention to use. Moderating effects were found for all three factors. The findings yielded managerial implications for both intra-company and market-based settings.     

Understanding social networking sites adoption in China: A comparison of pre-adoption and post-adoption

Prior experience is an important determinant factor of individual behavior. This paper developed a theoretical model to predict the adoption intention of pre-adopters and post-adopters on social networking sites based on the theory of planned behavior. Using data from online surveys of netizens in China, the proposed model was tested in the context of pre-adoption and post-adoption by using the Partial Least Squares (PLS) technique. Then, multi-groups analysis was explored to compare the difference between the two groups. The results show that attitude, subjective norm and perceived behavior control have significant effect on the adoption intention of pre-adopters and post-adopters, and there is no significant difference between the two groups. In addition, information, meeting new people, and conformity motivations have the same significant effect on both groups. However, entertainment motivation has a significant effect on pre-adopters but connecting with old friends has none; in contrast, connecting with old friends has significant effect on post-adopters while entertainment motivation has no significant effect.     

The role of perceived enjoyment and social norm in the adoption of technology with network externalities

The emergence of highly interactive media and the increased connectivity among people call for an investigation of usage behaviour of those media. People tend to rely heavily on peer-to-peer interaction influencing the adoption of new media formats that enhance this interactivity. The first explorative phase of this research consists of interviews with experts and focus groups and builds the basis of the proposed framework and measurement model. Then, a Structural Equation Modelling approach is used to assess the relative importance and the strength between different constructs, including perceived enjoyment, social norm, usefulness, ease of use and intention to use. The results indicate that perceived enjoyment and social norm are important antecedents for the adoption of technology with network externalities.     

A model of organizational employees’ e-learning systems acceptance

This study examines the factors that influence employees’ adoption and use of e-learning systems and tests the applicability of the technology acceptance model (TAM) in the organizational context. We examined the relationship of employees’ perceptions of their behavioral intention to use e-learning systems in terms of four determinants (individual, organizational, task characteristics, and subjective norm), to further explore the effects of management and organizational support on the subjective norm. Data were 357 valid questionnaires from four industries in Taiwan. The findings indicate that organizational support and management support significantly affected perceived usefulness and intention to use. Individuals’ experience with computers and computer self-efficacy had significantly positive effects on perceived ease of use. Task equivocality significantly influenced perceived usefulness. Organizational and management supports significantly impacted the subjective norm, perceived usefulness, perceived ease of use, and intention to use. Additionally, the results suggest that external variables that affect perceived usefulness, perceived ease of use, and intention to use, need to be considered as important factors in the process of designing, implementing, and operating e-learning systems. The results provided a more comprehensive insight of individual, organizational, and task characteristics in predicting e-learning acceptance behavior in the organizational contexts, rarely tested in previous studies. By considering these identified factors, practitioners can take corresponding measures to predict or promote organizational employees’ e-learning systems acceptance more effectively and efficiently. Furthermore, by explaining employees’ acceptance behavior, the findings of this research help to develop more user-friendly e-learning systems and provide insight into the best way to promote e-learning systems for employees.     

Understanding information proactiveness and the content management system adoption in pre-implementation stage

The overall technology acceptance literature does not pay sufficient attention to the issue of the mandated use of systems as the traditional acceptance models (e.g. TAM) were originally built, tested, and validated by being applied to technologies that were mainly voluntary in nature, that is, the users had the choice of whether to use or not use the technology. Few have studied end users' proactive motivation to use information and attitude toward newly implemented technologies within organizational contexts, before end-users start using the technology or pre-implementation stage. This research proposes that information proactiveness has influences on the content management systems adoption beliefs such as perceived ease of use and perceived usefulness. The proposed model was empirically tested using the data collected from content management systems end-users. As theorized, information proactiveness was found to be a significant determinant of system users' perceived ease of use but not perceived usefulness in pre-implementation stage. Furthermore, perceived behavioral control was found to be a strong determinant of systems users' attitude. The study findings provide important insights on enhancing system users' adoption behavior in pre-implementation stage.     

Integrating TTF and UTAUT to explain mobile banking user adoption

Due to its advantages such as ubiquity and immediacy, mobile banking has attracted traditional banks’ interests. However, a survey report showed that user adoption of mobile banking was much lower than that of other mobile services. The extant research focuses on explaining user adoption from technology perceptions such as perceived usefulness, perceived ease of use, interactivity, and relative advantage. However, users’ adoption is determined not only by their perception of the technology but also by the task technology fit. In other words, even though a technology may be perceived as being advanced, if it does not fit users’ task requirements, they may not adopt it. By integrating the task technology fit (TTF) model and the unified theory of acceptance and usage of technology (UTAUT), this research proposes a mobile banking user adoption model. We found that performance expectancy, task technology fit, social influence, and facilitating conditions have significant effects on user adoption. In addition, we also found a significant effect of task technology fit on performance expectancy.     

The Effectiveness of Short Message Service for Communication With Concerns of Privacy Protection and Conflict Avoidance

Why would people use Short Message Service (SMS) to say something they would not say in person? There is a trend that SMS is becoming more and more popular because it facilitates more extended modes of communications. Using technology acceptance model, we hypothesize the attitude of SMS would be influenced by its perceived effectiveness for communications, perceived ease of use, and subjective norm. Besides the special aspects of communications, conflict avoidance and privacy protection will enforce the impact of perceived effectiveness of SMS for communication. We investigated 953 SMS users and the results support most of our hypotheses. Furthermore, our analyses also show there are differences between females and males on the influence mechanism behind their attitude towards SMS.     

The Effects of Social Influence on User Acceptance of Online Social Networks

With the proliferation of online social networks, understanding how and why individuals adopt and use these networks can help managers and marketers to design better methods and approaches toward engaging their users. The purpose of this study is to investigate the determinants of user acceptance of online social networks, with particular attention given to the effects of social influence. A research model was developed by incorporating two variables of social influence, subjective norm and critical mass, into an enhanced version of the Technology Acceptance Model, specifically to address issues related to online social networks. The model was empirically evaluated using survey data collected from 269 subjects about their perceptions of online social networks. The results reveal that both subjective norm and critical mass significantly affect perceived usefulness, which further affects users' usage intention, and perceived ease of use affects the usage intention indirectly through perceived usefulness. The implications of this study on theory and practice are discussed.     

Testing the moderating role of need for cognition in smartphone adoption

While numerous studies have identified various cognitive and social factors affecting the adoption of new technologies and innovations, the role of individual differences has not yet received full research attention. In this study, we focused on the need for cognition (NFC; Cacioppo, J.T. and Petty, R.E., 1982. The need for cognition. Journal of Personality and Social Psychology, 42, 116–131) and examined the implications of this personality variable relative to smartphone use. The results based on the survey data (N=411) provided support for our hypotheses that NFC is an important motivational personality construct that distinguishes between adopters and non-adopters of smartphones. We also found that NFC moderates the linkages between instrumental beliefs, social influence factors, and behavioural intentions (BI). Specifically, perceived usefulness had a stronger effect on BI for high-NFC people, whereas perceived ease of use and subjective norms had stronger effects for low-NFC people. The findings reveal possible important variations in technology adoption and the role of NFC in governing these alternative decision-making processes. Implications for theory, product design, as well as for managers are discussed.