Technology adoption: A conjoint analysis of consumers׳ preference on future online banking services

The importance of service delivery technology and online service adoption and usage in the banking industry has received an increased discussion in the literature in recent years. Owing to the fact that Strong online banking services are important drivers for bank performance and customer service delivery; several studies have been carried out on online banking service adoption or acceptance where services are already deployed and on the factors that influence customers׳ adoption and use or intention to use those services. However, despite the increasing discussion in the literatures, no attempt has been made to look at consumers׳ preference in terms of future online banking service adoption. This study used conjoint analysis and stated preference methods with discrete choice model to analyze the technology adoption pattern regarding consumers׳ preference for potential future online banking services in the Nigerian banking industry. The result revealed that to increase efficiency and strengthen competitiveness, banks need to promote smart and practical branded services especially self-services at the same time promote a universal adoption of e-banking system services that add entertainment or extra convenience to customers such as ease of usage including digital wallet, real-time interaction (video banking), ATMs integrated with smart phones, website customization, biometric services, and digital currency. These services can contribute to an increasing adoption of online services.     

Customers’ perceptions and intention to adopt Internet banking: the moderation effect of computer self-efficacy

In the past, the conventional concentration of Internet banking (IB) research has been on technology development, but this is now shifting to user-focused research. It has been suggested that potential users of IB services in Malaysia may not adopt the system even if they are available, due to their perceptions of this application and their level of confidence in using it to solve their banking needs. This study therefore employs the extended technology acceptance model as the theoretical framework for assessing the influences of perceived usefulness, perceived ease of use, perceived reliability, and computer self-efficacy on IB adoption in Malaysia. This study scrutinizes the moderation effect of computer self-efficacy on perceptions–intention relationships. Based on data from a sample of 133 Internet-using bank customers collected through a field survey, it was found that perceived usefulness and perceived ease of use were strong determinants of behavioral intention to adopt IB, while perceived reliability has no direct relationship with intention. Computer self-efficacy significantly moderates the relationship of perceived usefulness and perceived ease of use with intention.     

Learning new uses of technology: Situational goal orientation matters

We study the decision to learn a new use of technology within a post-adoption context. This particular nuance of technology adoption is interesting because while the technology has been adopted at some level by both users and organizations, expanding technology use relies on users adopting additional tools and features within a given system on their own accord. This study addresses how situational goal orientation moderates the effects of ease of learning perceptions within the post-adoption context. We find that when a potential user has a situational learning goal orientation, they indicate intent to learn a new use of technology regardless of whether the technology is perceived to be easy or difficult to learn. However, potential users with a situational performance goal orientation indicate intent to learn the new system feature depending on ease of learning. These results have implications for future research using traditional technology acceptance parameters in the post-adoption context, and provide evidence that situational goal orientation is an effective managerial intervention for use in organizational training.     

Do I really have to? User acceptance of mandated technology

Extensive research supports the notion that usefulness and ease of use are primary drivers of user intentions to adopt new technology. However, this research has been conducted primarily in environments in which adoption was voluntary. When technology use is mandated, as it is in many organizations, we expect that the underlying relationships of traditional technology acceptance models will be different. In this paper, we discuss our current understanding of technology acceptance, as well as the notion of mandated use. We then discuss a field study conducted in the banking industry to examine technology acceptance models in a mandated use environment. The results indicate that there are, in fact, differences in the underlying relationships of technology acceptance models in this mandatory use situation. The paper concludes with a discussion of the implications for research and practice.     

Adoption of software as a service in Indonesia: Examining the influence of organizational factors

In this study, we investigated the organizational factors that influenced Indonesian companies in their decision to adopt software as a service (SaaS). Based on a multiple-case study of 18 Indonesian companies, we identified three patterns: Top management support is an enabler for SaaS adoption; small to medium-sized enterprises (SMEs) are more likely to adopt SaaS than large companies; and organizational readiness is not an enabler for SaaS adoption. The last two patterns contradict existing information technology (IT) innovation adoption research. We explain this by examining the nature of SaaS as an IT innovation and the characteristics of Indonesia as a developing country.     

Assessing the determinants of internet banking adoption intentions: A social cognitive theory perspective

Internet banking adoption is one area that has received attention from scholars. The extant studies have mainly used technology acceptance models and behavioural theories which do not account for changes in human behaviour. This study seeks to ascertain the determinants of Internet banking adoption intentions using the social cognitive theory, which accounts for changes in human behaviour. The study selected the sample from bank customers in Ghana through an intercept approach using structured questionnaires. A two stage-approach of confirmatory factor analysis and a structural equation modelling were used in analysing the data. The findings show that websites' social feature, trust, compatibility with lifestyle and online customer services have a significant effect on customers' intentions to adopt Internet banking. However, ease of use did not have a significant relationship with customers' intentions to adopt Internet banking. The significance of the study as well as recommendations for theory, practice and future studies have been discussed.     

Determinants of users’ intention to adopt wireless technology: An empirical study by integrating TTF with TAM

This paper reported the results of a survey study and provided evidences of empirically testing a model that integrates both technology acceptance model (TAM) and task-technology fit (TTF) model in understanding the determinants of users’ intention to use wireless technology in organizations. Questionnaires were distributed to organizations that bring mobile commerce into practice through the wireless handheld devices. The results indicated that both technology acceptance model and task-technology fit model are robust models by themselves. First, both perceived usefulness and ease of use significantly influence users’ behavior intention to utilize wireless technology. Perceived ease of use has significant effect on perceived usefulness. Second, characteristics of technology and task significantly predict the fit between these two constructs. Significant effect of characteristics of technology on perceived ease of use and usefulness were observed. Finally, significant relationships between TAM and TTF model were also observed. Task-technology fit is a significant direct predictor of technology adoption intention. Overall, users’ intention to adopt wireless technology in organizations was determined directly by fit between characteristics of task and technology as well as users’ perceived ease of use and usefulness.     

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.     

基于TAM的企业云应用服务采纳模型及关键因素

云计算将主导企业应用的未来已成为业界的共识,转向云计算是企业应用模式的颠覆性变化。企业用户需要采纳适合企业自身需求的云计算方案,具备评估采纳云应用服务风险的能力;而服务提供商则应提供满足不同企业需求的云应用服务。采用技术接受模型(TAM)的相关理论建立云应用服务技术接受模型,并运用模糊决策实验与实验评估法(DEMATEL)对所设计模型及实例数据进行分析,检验所设计的云应用服务技术接受模型及关键因素。研究结果表明,感知有用性、应用服务质量、社交影响对企业用户采纳产生关键影响。     

Exploring factors affecting Chinese consumers' usage of short message service for personal communication

Abstract. Short message service (SMS) is very popular in China. While many reports indicate that the SMS market has great potential, little is known about why people adopt SMS. This study uses the technology acceptance model and network externalities to examine the factors influencing the adoption of SMS for personal communication in China. Using data collected from 262 mobile phone users, we find that perceived usefulness, perceived enjoyment and perceived service cost affect SMS use. Perceived network externalities also contribute to higher perceived usefulness and perceived ease of use and affect SMS adoption. The results provide insight to SMS marketing strategies.     

Promoting the integration of technology in teaching: An analysis of the factors that increase the intention to use technologies among Italian teachers

Background: The rapid spread of COVID-19 forced many countries to adopt severe containment measures, transferring all didactic activities into virtual environments. However, the integration of technology in teaching may present difficulties, especially in some countries, such as Italy. Objectives: The present study analyzed how the two main factors of the Technology Acceptance Model (TAM), namely perceived usefulness and perceived ease of use, combined with online teaching self-efficacy, were associated with the intention to use technology to teach. We posited a moderated moderation model in which perceived usefulness represented the main predictor, with self-efficacy and perceived ease of use as moderators of intention to use technology to teach. Method: The model was tested through multiple regressions, using the PROCESS macro on SPSS 26 with a sample of 178 upper secondary school teachers in Italy. Results and conclusions: Regressions showed that each variable significantly predicted the intention to use technology. In addition, a moderation effect of self-efficacy on the perceived usefulness of using technology was found for medium and high-level of perceived ease of use of technology. Implications: The present study provides targeted implications for distance education policy and practice to promote its adoption (or the blended modality) in Italian upper schools.     

Factors influencing secondary school teachers’ adoption of teaching blogs

Recently, there has been a significant proliferation in the number of teaching blogs; however, little has been explored about what motivates teachers to adopt teaching blogs. The purpose of this study is to find out which factors can significantly influence teacher decisions regarding their teaching blog adoption and the relative importance of these influences. This study extended Rogers’ (1995) Innovation Diffusion Theory (IDT) that incorporates relevant factors from two sources: from within individual IT adoption literature and from within blog research literature emphasizing knowledge sharing motivation. The model includes four dimensions (which are individual, innovation technology, school and environmental characteristics) and 14 factors. A total of 325 valid questionnaires were obtained.Discriminant analysis was employed to test the hypotheses. The results revealed that secondary school teachers’ decisions to adopt teaching blogs are strongly associated with eight factors: perceived enjoyment, codification effort, compatibility, perceived ease of use, personal innovativeness, enjoyment in helping others, school support and perceived usefulness, ordered by their relative importance. The research results also have important implications for researchers, secondary school managers and blog services providers.     

Technology for Development: Understanding Influences on use of Rural Telecenters in India

In recent years, there has been an increasing use of information and communication technology as a means of improving the income and capabilities of farmers. Many large agri-business organizations, governments, and independent private firms have created telecenters to meet these goals. However, use of telecenter facilities has not met its potential. We use the technology adoption and diffusion frameworks of Rogers (adoption/diffusion, 2003) and Davis (technology adoption model – TAM, [(1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–339]) to understand factors that influence adoption and use of information technology by farmers. Based on a five-state sample of 280 farmers and agricultural workers, we identify adoption/diffusion factors that increase use of telecenters. Bivariate results support the dimensions suggested by Rogers: relative advantage, compatibility, low complexity, and observability, while also supporting the TAM factors of usefulness and ease of use. Logistic regression findings identify the most important Rogers' dimensions. Binary-independent variables of North–South telecenter location and telecenter business-independent ownership indicate North–South location influences both the models of adoption/diffusion and TAM factors, while telecenter ownership influences the model of TAM factors. The practical and government policy implications are examined.     

Exploring students' awareness and perceptions: Influencing factors and individual differences driving m-learning adoption

This study investigates students' awareness and perceptions of m-learning and examines the factors affecting students' behavioral intention to adopt m-learning, by using a modified research model that integrate technology acceptance model (perceived usefulness and perceived ease of use) and unified theory of acceptance and use of technology (social influence) along with other factors (m-learning services and mobile limitations). In addition, control (gender, field of study, study level) and moderator variables (mobile capabilities, level of mobile usage, and frequent use of m-services) were introduced to verify the individual differences between respondents on the key factors affecting the adoption and usage of m-learning. Structural equations modeling and path analysis were used to test the hypotheses and the proposed model. The results revealed that perceived usefulness and perceived ease of use were found to be the primary factors driving students' intentions to use m-learning. Both m-learning services and social influence have positive effects on the acceptance of m-learning, while mobile limitations were found to be the main obstacle restraining students' participation in a m-learning environment. Most of the control variables yield no significant differences between students, but all the moderator variables were found to be significant determinants that can influence students to adopt m-learning. Overall, students have great potential to engage and integrate mobile technology into their educational environment.     

An empirical investigation linking learners’ adoption of blended learning to their intention of full e-learning

Learning management system (LMS) is playing a major role in higher academic institutions worldwide. Even though full e-learning is becoming a feasible strategy for a number of institutions in the world, some institutions, especially those in developing countries, are resisting a full e-learning environment. Consequently, these academic institutions initially adopt LMS for blended learning to assess their readiness for full e-learning transformation. There are a number of studies that investigate the determinants of full e-learning, but very limited studies investigate the link between learners’ perception of blended learning and full e-learning. The objective of this study was to link learners’ adoption (perceived ease of use, perceived usefulness (PU) and satisfaction) of LMS in blended learning and their personal characteristics (self-efficacy, technology experience and personal innovativeness) to their intention to use full e-learning. Data were collected through a questionnaire from 512 learners in Oman. The study found that personal innovativeness, PU and satisfaction of LMS in blended learning are significant to learners’ intention to engage in full e-learning. Thus, learners’ adoption of LMS in blended learning boosts their intention to full e-learning. The results provide useful insights for practitioners and researchers on full e-learning planning and strategy.     

An empirical analysis of the determinants of 3G adoption in China

The main aim of this study is to examine the factors that affect Chinese consumers’ intention to adopt 3G. This study has extended the Technology Acceptance Model (TAM) by incorporating the determinants of perceived usefulness, cost, trust, and demographic profiles of Chinese consumers. Data is collected from Chinese consumers via self-administered questionnaire. Structural equation modeling was applied to examine the research model proposed. Our result showed that social influence, service quality and perceived ease of use have a direct and significant relationship with perceived usefulness of 3G, and this in turn affects the consumers’ decision to adopt 3G. Contrary to existing TAM research, perceived ease of use was not found to have a direct and significant influence with Chinese consumers’ intention to adopt 3G. Our study also revealed that those with higher educational level are more likely to adopt 3G. Based on the findings, this research is able to propose several practical recommendations to 3G providers in China, such as enhancing the variety of services provided through collaborations with mobile software and content developers. Furthermore, 3G providers can focus on promoting 3G through services such as “Friends and Family” packages as Chinese consumers’ 3G adoption decisions is influenced by their social network. In terms of theoretical contributions, this study has answered many calls from past researchers to investigate the determinants of perceived usefulness. This research was also conducted in China, which is one of the largest telecommunication markets in the world.     

System 1 and System 2 cognition in the decision to adopt and use a new technology

Most models of technology adoption and use assume a rational decision maker engaged in thoughtful deliberate consideration of the new technology. However, recent research in psychology concludes that such deliberate, rational, conscious decision-making (termed System 2 cognition) has less influence on behavior than originally thought; nonconscious automatic cognition (termed System 1 cognition), which is often influenced by personality characteristics and pattern matching based on past experience, also plays a key role in most decisions. As users adopt and use new technologies time and time again, a set of general expectations about new technology adoption begins to emerge. A user’s personality combined with this pattern of positive and negative experiences creates System 1 heuristics that are triggered when a user faces a similar decision in the future. The focus of this paper is to examine the extent to which the predispositions produced by System 1 automatic cognition – both enabling and inhibiting – versus the deliberate technology assessment produced by System 2 cognition influence technology adoption and use. We found that enabling predispositions influences the formation of intentions to use a new technology, and both enabling and inhibiting predispositions influence an individual’s ultimate follow through in acting on his or her intentions and actually using new technologies. Our research suggests that concepts previously seen as “determinants” of technology adoption and use (e.g., performance expectancy, effort expectancy, social influence, and facilitating conditions) are not really determinants but rather are important partial mediators in a larger nomological network that includes both automatic System 1 cognition and deliberate System 2 cognition.     

A confidence-based framework for business to consumer (B2C) mobile commerce adoption

The Technology Acceptance Model (TAM) has been considered to be fundamental in determining the acceptance of new technology in the past decades. The two beliefs, ease of use and usefulness, in the model may not, however, fully explain the consumers’ behavior in an emerging environment, such as mobile commerce (m-commerce). This paper aims to develop a framework for m-commerce adoption in consumer decision-making processes. In this paper TAM has been adopted and extended to analyze successful m-commerce adoption. The key elements of the proposed confidence-based framework for B2C m-commerce adoption include psychological and behavioral factors. Psychological factors include history-based confidence, institution-based confidence and personality-based confidence. Behavioral factors include perceived ease of use and perceived usefulness of the mobile application and technology.     

Teacher adoption of technology

Technology adoption is usually modeled as a process with dynamic transitions between costs and benefits. Nevertheless, school teachers do not generally make effective use of technology in their teaching. This article describes a study designed to exhibit the interplay between two variables: the type of technology, in terms of its complexity of use, and the type of teacher, in terms of attitude towards innovation. The results from this study include: (a) elaboration of a characteristic teacher technology adoption process, based on an existing learning curve for new technology proposed for software development; and (b) presentation of exit points during the technology adoption process. This paper concludes that teachers who are early technology adopters and commit a significant portion of their time to incorporating educational technology into their teaching are more likely to adopt new technology, regardless of its complexity. However, teachers who are not early technology adopters and commit a small portion of their time to integrating educational technology are less likely to adopt new technology and are prone to abandoning the adoption at identified points in the process.     

Predicting Drivers of Mobile Entertainment Adoption: A Two-Stage SEM-Artificial-Neural-Network Analysis

This study aims to understand users’ motivations to adopt mobile entertainment (m-entertainment). Extending the Technology Acceptance Model (TAM), this study examined the effects of trust, perceived financial cost (PFC), and quality of the service on consumers’ decision in adopting the m-entertainment. Survey data were collected from 524 mobile users and analyzed using both structural equation modeling (SEM) and neural network (NN) . The result showed that perceived usefulness (PU), perceived ease of use (PEOU), and quality of service (QS) are important predictors of m-entertainment adoption. The study contributes to the existing literature by extending the TAM model as well as examining m-entertainment, an important and emerging business model in mobile commerce. A new analytical approach using both SEM and NN was also employed in this study.