• Asia pacific journal of information systems
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• v.23 no.4
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• pp.53-84
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• 2013

With rapid development of ICT (Information and Communications Technology), new services by the convergence of mobile network and application technology began to appear. Today, smart phone with new ICT convergence network capabilities is exceedingly popular and very useful as a new tool for the development of business opportunities. Previous studies based on Technology Acceptance Model (TAM) suggested critical factors, which should be considered for acquiring new customers and maintaining existing users in smart phone market. However, they had a limitation to focus on technology acceptance, not value based approach. Prior studies on customer's adoption of electronic utilities like smart phone product showed that the antecedents such as the perceived benefit and the perceived sacrifice could explain the causality between what is perceived and what is acquired over diverse contexts. So, this research conceptualizes perceived value as a trade-off between perceived benefit and perceived sacrifice, and we need to research the perceived value to grasp user's continuous intention to use of smart phone. The purpose of this study is to investigate the structured relationship between benefit (quality, usefulness, playfulness) and sacrifice (technicality, cost, security risk) of smart phone users, perceived value, and continuous intention to use. In addition, this study intends to analyze the differences between two subgroups of smart phone users by the degree of personal innovativeness. Personal innovativeness could help us to understand the moderating effect between how perceptions are formed and continuous intention to use smart phone. This study conducted survey through e-mail, direct mail, and interview with smart phone users. Empirical analysis based on 330 respondents was conducted in order to test the hypotheses. First, the result of hypotheses testing showed that perceived usefulness among three factors of perceived benefit has the highest positive impact on perceived value, and then followed by perceived playfulness and perceived quality. Second, the result of hypotheses testing showed that perceived cost among three factors of perceived sacrifice has significantly negative impact on perceived value, however, technicality and security risk have no significant impact on perceived value. Also, the result of hypotheses testing showed that perceived value has significant direct impact on continuous intention to use of smart phone. In this regard, marketing managers of smart phone company should pay more attention to improve task efficiency and performance of smart phone, including rate systems of smart phone. Additionally, to test the moderating effect of personal innovativeness, this research conducted multi-group analysis by the degree of personal innovativeness of smart phone users. In a group with high level of innovativeness, perceived usefulness has the highest positive influence on perceived value than other factors. Instead, the analysis for a group with low level of innovativeness showed that perceived playfulness was the highest positive factor to influence perceived value than others. This result of the group with high level of innovativeness explains that innovators and early adopters are able to cope with higher level of cost and risk, and they expect to develop more positive intentions toward higher performance through the use of an innovation. Also, hedonic behavior in the case of the group with low level of innovativeness aims to provide self-fulfilling value to the users, in contrast to utilitarian perspective, which aims to provide instrumental value to the users. However, with regard to perceived sacrifice, both groups in general showed negative impact on perceived value. Also, the group with high level of innovativeness had less overall negative impact on perceived value compared to the group with low level of innovativeness across all factors. In both group with high level of innovativeness and with low level of innovativeness, perceived cost has the highest negative influence on perceived value than other factors. Instead, the analysis for a group with high level of innovativeness showed that perceived technicality was the positive factor to influence perceived value than others. However, the analysis for a group with low level of innovativeness showed that perceived security risk was the second high negative factor to influence perceived value than others. Unlike previous studies, this study focuses on influencing factors on continuous intention to use of smart phone, rather than considering initial purchase and adoption of smart phone. First, perceived value, which was used to identify user's adoption behavior, has a mediating effect among perceived benefit, perceived sacrifice, and continuous intention to use smart phone. Second, perceived usefulness has the highest positive influence on perceived value, while perceived cost has significant negative influence on perceived value. Third, perceived value, like prior studies, has high level of positive influence on continuous intention to use smart phone. Fourth, in multi-group analysis by the degree of personal innovativeness of smart phone users, perceived usefulness, in a group with high level of innovativeness, has the highest positive influence on perceived value than other factors. Instead, perceived playfulness, in a group with low level of innovativeness, has the highest positive factor to influence perceived value than others. This result shows that early adopters intend to adopt smart phone as a tool to make their job useful, instead market followers intend to adopt smart phone as a tool to make their time enjoyable. In terms of marketing strategy for smart phone company, marketing managers should pay more attention to identify their customers' lifetime value by the phase of smart phone adoption, as well as to understand their behavior intention to accept the risk and uncertainty positively. The academic contribution of this study primarily is to employ the VAM (Value-based Adoption Model) as a conceptual foundation, compared to TAM (Technology Acceptance Model) used widely by previous studies. VAM is useful for understanding continuous intention to use smart phone in comparison with TAM as a new IT utility by individual adoption. Perceived value dominantly influences continuous intention to use smart phone. The results of this study justify our research model adoption on each antecedent of perceived value as a benefit and a sacrifice component. While TAM could be widely used in user acceptance of new technology, it has a limitation to explain the new IT adoption like smart phone, because of customer behavior intention to choose the value of the object. In terms of theoretical approach, this study provides theoretical contribution to the development, design, and marketing of smart phone. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategy formulation for acquiring and retaining long-term customers related to smart phone business. Since potential customers are interested in both benefit and sacrifice when evaluating the value of smart phone, marketing managers in smart phone company has to put more effort into creating customer's value of low sacrifice and high benefit so that customers will continuously have higher adoption on smart phone. Especially, this study shows that innovators and early adopters with high level of innovativeness have higher adoption than market followers with low level of innovativeness, in terms of perceived usefulness and perceived cost. To formulate marketing strategy for smart phone diffusion, marketing managers have to pay more attention to identify not only their customers' benefit and sacrifice components but also their customers' lifetime value to adopt smart phone.

• Asia pacific journal of information systems
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• v.34 no.1
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• pp.351-371
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• 2024

This study aims to assess the impact of chatbot usability and demographics on continuous intention to use across different sectors. The research employed Braun's Bot Usability Scale (BUS11) to measure chatbot usability, focusing on accessibility, quality, conversation quality, privacy risk, and response time. A total of 187 participants completed a survey as part of this study. Variance-based SEM was utilized to examine relationships and test hypotheses. This study contributes to the ongoing discourse on chatbot adoption and user behaviour. It enhances the understanding of chatbot usability, highlighting the role of age in continued intention to use chatbots. The findings suggest that different age groups may possess specific preferences and expectations regarding chatbot usability. These differing preferences can influence their intention to continue using this technology. The study reveals that chatbot usability significantly impacts continuous intention to use and that age moderates the relationship between perceived conversation quality, information, privacy, security, and continuous intention to use. Based on the study's results, it is recommended that chatbot designers enhance usability to promote long-term adoption and usage.

• International Journal of Computer Science & Network Security
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• v.21 no.3
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• pp.219-228
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• 2021

The adoption of new technology in any organization will represent change, and such change needs user acceptance for its successful implementation. Saudi Arabian health centers are no exception; therefore, the current study will investigate the adoption of new technology, namely that of virtual reality (VR), within health centers in Saudi Arabia and specifically in Riyadh City. This study explores the current state of VR technology adoption, factors that influence such adoption, and the extent of this technology's efficiency when it is used for vaccinating children. The data were collected from two samples: workers in vaccination clinics who responded to a survey and a group of children who participated in the VR technology experiment. The current study proposed a model based on the unified theory of acceptance and use of technology 2 (UTAUT2), with the addition of two variables: personal innovativeness and satisfaction. The results indicated that the respondents' perceptions regarding the health centers' infrastructure in terms of adopting VR were moderate. Among the factors affecting VR adoption, satisfaction, personal innovativeness, and behavioral intention were identified as vastly influential factors. From the eight hypotheses, six were found to be supported, with their factors significantly influencing behavioral intention with regard to VR technology adoption. Besides, the experiment concerning the use of VR technology on children verified the technique's high efficiency in terms of providing pain management and fear removal. These findings support the continuity of VR technology use, expand its future application fields, and integrate this study into the literature on technology acceptance models for VR adoption, as limited studies have covered this topic; consequently, this will benefit future research in this field.

• Journal of Information Technology Applications and Management
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• v.21 no.4_spc
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• pp.463-483
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• 2014

Data are dramatically increased and big data technology is spotlighted innovative technology among the latest information technologies. Organizations are interested in adoption of big data system to analyze various data format and to identify new business opportunity. The purpose of this study is to build a unified model for a system adoption through analysis of impact that affects behavioral intention and usage behavior of using big data. This study in addition to Technology-Organization-Environment (TOE), that is used the introduction of organizational studies, and Diffusion of Innovation (DOI) have implemented an extended unified model including the unified theory of acceptance and use of technology (UTAUT) that is usually used in personal level adoption study. The hypothesis was set up after implementing research model, and then got 411 effective survey data to target the member of organizations. As a result, all models (UTAUT, TOE, DOI) are affect to behavioral intention and usage behavior. It is verified that the suggested unified model was appropriate.

• Journal of Information Technology Services
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• v.9 no.3
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• pp.25-43
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• 2010

The speed and magnitude of mobile phone adoption is a recent worldwide phenomenon akin to those of the television in the middle of the 20th century and the Internet in the late 20th century. During the 2000s, mobile phone adoption was exploded and subscriptions reached 3 billion around the globe. Korea and Japan have been ahead of the rest of the world in introducing new handset and service capabilities. They were the first markets to launch 3G services and are currently the only markets to have achieved mainstream adoption of 3G with over one-third of customers in both markets subscribing to 3G services. The purpose of this article is to explore the cultural similarities and differences associated with mobile mail by presenting findings from a cross-cultural comparison of perceptions and uses of the technology. The results of the study are as follows：Of the characteristics that make up the mobile text-messaging service in Korea, a person's perceived ease of use and perceived enjoyment was found to have a positive effect on use attitude. Among the characteristics that make up a person's perceived ease of use, perceived enjoyment was found to have a positive effect on use intention. And use attitude was found to have positive effects on use intention. But, of the characteristics that make up the mobile text-messaging service in Japan, a person's perceived usefulness, perceived ease of use and perceived enjoyment were found to have a positive effect on use attitude. Among the characteristics that make up a person's perceived usefulness, perceived ease of use and perceived enjoyment were found to have a positive effect on use intention. And use attitude was found to have positive effects on use intention. This study contributes to telecommunications research by delineating the various stimuli to consider for successful technology acceptance in a global setting, which can account for differential impacts across regions. The findings of this study can assist telecommunications operators in formulating an effective region-specific strategy when launching a wireless data service in a particular environment.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.47 no.2
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• pp.124-133
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• 2024

This study emphasizes R&D as a management strategy for small and medium-sized manufacturing enterprises (SMEs) to achieve competitive advantage and aims to analyze the impact of innovation resistance, prior knowledge, and technological capability on the intention to adopt R&D. The research targeted 403 decision-makers from SMEs that have not adopted R&D. The analysis revealed the following key findings: As a result, both technical capabilities and prior knowledge had a negative effect on innovation resistance. In addition, technological capabilities and prior knowledge had a positive effect on adoption intention, and innovation resistance had a negative effect on acceptance intention. The indirect effects of technical capabilities and prior knowledge both had a positive impact. In addition, we tested whether dependency on partners and trading organizations that accepted R&D had a moderating effect, but it was not significant. The academic implications of this study provide a detailed analysis of how prior knowledge and technological capability affect innovation resistance in SMEs and verify the intention to adopt R&D. The practical implications suggest a direction for small and medium-sized enterprises to reduce innovation resistance in accepting R&D, and companies need to recognize the suitability of R&D and recognize the importance of technological capabilities and prior knowledge in order to reduce innovation resistance.

• Knowledge Management Research
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• v.12 no.1
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• pp.53-76
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• 2011

This study aims to examine the effects of on premium convergence products buying behavior. This paper analyzed the positive attitude formation using the basic and extended TAM and also revealed how the positive premium convergence product attitude relate to relationship purchasing intention and word of mouth intention. The samples of 562 consumer indicate that the antecedents are consist of four dimension(perceived usefulness, perceived ease of use, social value) and attitude is developed into buying intention and word of mouth intention. We have reached the following conclusion about the antecedents and outcomes factors of customer attitude for the launch of premium convergence product. First, perceived usefulness, perceived delight, and social value had a positive effect on customer attitude but perceived ease of use did not. Second, we found that customer attitude had a positive effect on purchase intention and word-of mouth intention. Finally, interaction effect of perceived usefulness/perceived delight and social value had a positive effect on customer attitude. Our findings suggested that adoptian and diffusion of premium convergence product is influenced by several behavior factors. Managerially, our result emphasize that premium convergence products must satisfy not only the perceived usefulness/delight but also social value that consumers are seeking in order to be successful in the market. The theoretical and practical implications of these findings are discussed as well.

• The Journal of Information Systems
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• v.20 no.4
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• pp.205-232
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• 2011

With the rapid growth of internet technology, social commerce has played an important and central role in the online shopping area. Thus, we focus on the factors that influence on the adoption of social commerce. This study analyzes the relationship between perceived risk and the shopping motive in social commerce, and investigates whether the shopping motive significantly impact the purchase intention of the social commerce. The perceived risk is comprised of social risk and psychology risk, and the shopping motive is formed from personal motive and social motive. Finally, we analysis a moderating effect of collectivism. The results indicated that the personal motive was negatively affected by the social risk and psychology risk, and social motive was negatively affected by the psychology risk. The social risk and psychology risk had negative effect on the purchase intention, and personal motive and social motive had positive effect on the purchase intention of the social commerce. Finally, low collectivism seems to have the negative effect of the purchase intention by the perceived risk. The implications of integrating perceived risk and shopping motive into the proposed social commerce adoption model are discussed.

• The Journal of Korean Association of Computer Education
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• v.14 no.4
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• pp.33-41
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• 2011

This study was conducted to identify factors that influenced teachers' adoption of digital textbooks and causal relationships among the factors identified. Chasm theory was used in developing strategies for adoption of digital textbooks that consider teachers' innovativeness. This study also employed the information technology adoption model of Davis (1989) that illustrates decision making processes for the adoption of instructional media such as digital textbooks. Based on these two theories, a measurement instrument measuring teachers' innovativeness, perceived usefulness, perceived ease of use, and intention of use was developed and validated through a series of reliability and validity tests. Causal relationships among the factors were examined using structural equation modeling. The result indicated that: a) perceived ease of use had a directional effect on perceived usefulness and an indirect effect on intention of use; and b) perceived usefulness had a direct effect on intention of use. Implications of this finding are discussed especially for the efforts in developing strategies for teachers' adoption of digital textbook. For example, when digital textbooks are introduced into public schools, teachers' perception of the usefulness of digital textbooks, beyond just ease of use, should be considered.

• Journal of Information Technology Applications and Management
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• v.12 no.1
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• pp.173-189
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• 2005

The technology acceptance model (TAM) is a lot of cited in information technology adoption and usage researches. TAM has a base in psychological research, is parsimonious, explains usage behavior quite well, and can be operationalized with valid and reliable instruments. But TAM has been conducted primarily in volitional environments of the adoption of new technology. This paper discusses technology acceptance in accounting information systems to examine TAM with subjective norm and perceived behavioral control in mandated using environments. The results show that in mandatory environments such as accounting information systems, subjective norm is not a significant effect on the behavioral intention. Perceived usefulness and perceived behavioral control are significant the factor on the behavioral intention. The implications of finding are that perceived usefulness and perceived behavioral control play major role in technology acceptance rather than subjective norm in accounting information systems with mandatory environments.