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.     

Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior,the technology acceptance model,and the flow theory

Instant messaging (IM) is a popular Internet application around the world. In China, the competition in the IM market is very intense and there are over 10 IM products available. We examine the intrinsic and extrinsic motivations that affect Chinese users’ acceptance of IM based on the theory of planned behavior (TPB), the technology acceptance model (TAM), and the flow theory. Results demonstrate that users’ perceived usefulness and perceived enjoyment significantly influence their attitude towards using IM, which in turn impacts their behavioral intention. Furthermore, perceived usefulness, users’ concentration, and two components of the theory of planned behavior (TPB): subjective norm and perceived behavioral control, also have significant impact on the behavioral intention. Users’ intention determines their actual usage behavior.     

Information technology adoption for sustainable development: green e-books as an example*

ABSTRACT

In recent years, due to increasing awareness of the need for environmental protection, there have been significant efforts to improve consumers’ acceptance of green information technology(IT) products for sustainable development. This study first investigated how knowledge about a green IT product (e-books) influences consumers’ planning processes by using the technology acceptance model and the theory of planned behavior. Data from 320 respondents were analyzed using structural equation modeling to examine the hypothesized relationships in the research model. Results show that perceived usefulness, attitudes, subjective norms, and perceived behavioral control have a significant and positive impact on the intention to purchase e-books. Results also show the moderating effect of consumers’ knowledge about the environmental friendliness of e-books on their intention to buy e-books. Finally, important implications of the findings are discussed, and directions for future research are also provided in this paper.     

What influences IT ethical behavior intentions—planned behavior,reasoned action,perceived importance,or individual characteristics?

This study extends IT ethics research by proposing an IT ethical behavioral model that includes attitude, perceived importance, subjective norms, situational factors, and individual characteristics. The proposed model integrates elements from the Theory of Planned Behavior (TPB) and Theory of Reasoned Action (TRA) as well as ethical decision-making models. It is hypothesized that behavioral intention is influenced by an individual’s attitude (which in turn is influenced by consequences of the action and the environment), obligation, and personal characteristics. The results of the study show that some factors are consistently significant in affecting attitude and behavioral intention. Other factors are significant only in certain scenarios. From the results, organizations may be able to develop realistic training programs for IT professionals and managers and incorporate deterrent and preventive measures that can curb the rising tide of undesired misuse.     

Decreasing the problematic use of an information system: An empirical investigation of smartphone game players

Based on protection motivation theory, this study aims to identify factors that influence the intention to decrease problematic smartphone game use, including the effects of a gaming habit and subjective norms. The research model is tested with a scenario‐based survey method. Players' perceived threat refers to the negative consequences (eg, reduced performance or social isolation) that are caused by problematic smartphone game use. The findings indicate that under high fear appeals, threat appraisal creates fearful emotions about suffering from the negative consequences, which further reduces the gaming habit and activates the intention to decrease use. Self‐efficacy in decreasing game playing, the response efficacy of decreasing usage in avoiding the threat and subjective norms effectively promote users' intention to decrease use. Moreover, response costs reduce the intention to decrease use. The findings provide insights into how to activate users' intention to decrease problematic use, and the resulting implications are discussed.     

What influences IT ethical behavior intentions—planned behavior,reasoned action,perceived importance,or individual characteristics?

This study extends IT ethics research by proposing an IT ethical behavioral model that includes attitude, perceived importance, subjective norms, situational factors, and individual characteristics. The proposed model integrates elements from the Theory of Planned Behavior (TPB) and Theory of Reasoned Action (TRA) as well as ethical decision-making models. It is hypothesized that behavioral intention is influenced by an individual’s attitude (which in turn is influenced by consequences of the action and the environment), obligation, and personal characteristics. The results of the study show that some factors are consistently significant in affecting attitude and behavioral intention. Other factors are significant only in certain scenarios. From the results, organizations may be able to develop realistic training programs for IT professionals and managers and incorporate deterrent and preventive measures that can curb the rising tide of undesired misuse.     

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.     

Towards an understanding of the consumer acceptance of mobile wallet

This study seeks to validate a comprehensive model of consumer acceptance in the context of mobile payment. It uses the unified theory of acceptance and use of technology (UTAUT) model with constructs of security, trust, social influence, and self-efficacy. Structural equation modeling is used to construct a predictive model of attitudes toward the mobile wallet. Individuals’ responses to questions about attitude and intention to adopt/use a mobile wallet were collected and analyzed with various factors modified from UTAUT. While the model confirms the classical role of technology acceptance factors (i.e., perceived usefulness and ease of use are key antecedents to users’ attitude), the results also show that users’ attitudes and intentions are influenced by perceived security and trust. In the extended model, the moderating effects of demographics on the relations among the variables were found to be significant. The proposed model brings together extant research on mobile payment and provides an important cluster of antecedents to eventual technology acceptance via constructs of behavioral intention to use and actual system usage.     

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.     

Behavioral intention in social networking sites ethical dilemmas: An extended model based on Theory of Planned Behavior

The expanding use of social networking sites (SNSs) and their flexible functionalities allow individuals to use these sites in unexpected and unethical ways. SNS users face ethical dilemmas each day and they need to decide how to behave in these cases. The aim of this study was to identify the influential factors that have an impact on individuals' ethical decision-making and propose a model of the factors that are significant in the ethical decision-making process in the SNS context. This study employed the Theory of Planned Behavior (TPB) and included personal normative beliefs, moral intensity, perceived threat of legal punishment to the main constructs of TPB namely attitude, subjective norms, perceived behavioral control to predict the behavioral intention using a scenario based questionnaire. The moderating effects of several factors, including age, gender, level of income, ego strength, locus of control and religion, were investigated for the probable effect on the proposed model. Derived from a designed procedure, several scenarios were constructed, of which four were selected to be embedded in the survey instrument. With 441 returned questionnaires in hand, the collected data were analyzed using the partial least squares–structural equation modeling technique. The results showed attitude to be the most influential factor, followed by subjective norms, perceived behavioral control, personal normative beliefs, and moral intensity. Level of education, age, and scenario also showed a significant effect on the relation between predictors and behavioral intention.     

Delineating the effects of general and system-specific computer self-efficacy beliefs on IS acceptance

This paper discusses extensions to previous research on computer self-efficacy (CSE) and systems acceptance by examining the impact of multilevel CSE on IS acceptance. Based on the technology acceptance model (TAM), we examined the effects of general and system-specific CSE on perceived ease of use, perceived usefulness, and behavioral intention to use a system. The results of a field experiment indicated that system-specific CSE represented a stronger predictor of perceived usefulness and behavioral intention than general CSE. In contrast, general CSE had a stronger effect on perceived ease of use. The research and practical implications of these findings are discussed.     

What Drives People to Continue to Play Online Games? An Extension of Technology Model and Theory of Planned Behavior

Online gaming has become one of the fastest growing entertainment industries on the Internet over the past decade. However, little is known about why people continue to play certain online games or which design factors are most closely related to the amount of time spent by players at particular online gaming sites. The purpose of this study is to propose a theoretical research model, which integrates flow experience, human–computer interaction, social interaction, and perceived enjoyment, together with the technology acceptance model and theory of planned behavior to explain why people continue to play online games. The proposed model was examined through an empirical study involving 415 participants using structural equation modeling techniques. The results found that player attitudes, subjective norms, perceived behavioral control, flow experience, and perceived enjoyment have a positive influence on players' continued intention to play online games and explain about 70% of variance. In addition, implications for online games development are discussed.     

Acceptance of electronic tax filing: A study of taxpayer intentions

Government today has benefited from information technology in many ways. The importance of understanding and influencing citizens’ acceptance of e-government services is critical, given the investment in technology and the potential for cost saving. Using the filing of personal income tax in Taiwan as an example of e-government services, this study integrated two important theories (TAM and TPB), and discussed the factors affecting the taxpayers’ intention to adopt a particular tax-filing method (from manual, two-dimensional barcode, or Internet) based on empirical data gathered from a large-scale nationwide survey. The demographic characteristics and perceptions of the taxpayers were also explored in order to identify potential determinants. Results indicated that taxpayers tend to concentrate on the usefulness of a tax-filing method and may be fairly pragmatic in developing general attitudes towards using the method. Interestingly, the effects of perceived ease of use, subjective norms, and self-efficacy on behavioral intention were different for manual and electronic tax-filers. Understanding these factors can extend our knowledge of taxpayers’ decision making and lead to better planning and implementation of e-government services.     

Determinants of the intention to use NFC technology as a payment system: an acceptance model approach

The worldwide growth of mobile technology has enabled many companies to take advantage of its application as complementary sales tools. The main objective of this research is user acceptance analysis of near field communication mobile payment systems. Classic variables from the technology acceptance model, as well as variables from other recent studies, were used as models for this research (compatibility, security, personal innovation and individual mobility). To meet these objectives a questionnaire, filled out by 191 respondents, formed the basis of a structural equation modeling designed by PLS 3.0 software. The results show that attitude, subjective norms and innovation and are determinants of the future intention to use this technology. Finally, the main implications for corporate management and business development strategies which reinforce this type of business in light of new technical developments are discussed.     

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.     

The effects of the self and social identity on the intention to microblog: An extension of the theory of planned behavior

Microblogging has become one of the most popular social communication styles in the world. Much research has already addressed this hot issue; however, studies examining the intentions behind microblogging behaviors are limited. This study extended the theory of planned behavior (TPB) to predict intention to microblog and other behaviors. The results showed that social identity was the greatest predictor of intention, followed by attitude and perceived behavioral control. Social identity fully mediated the effects of subjective norms and self-identity on intention. Intention significantly predicted users' microblogging behaviors. These results have important implications for industry players and marketing managers.     

University Instructors' Acceptance of Electronic Courseware: An Application of the Technology Acceptance Model

This study examines the factors that influence instructors' adoption and use of an Internet-based course management system and tests the applicability of the Technology Acceptance Model (TAM), introduced by Davis (1986) , in the context of e-learning practices in higher education. Using data from an online survey of a university's instructors ( N = 191), a path analysis revealed that perceived ease of use of the system had a significant impact on perceived usefulness as the TAM suggested. In addition, a direct effect of perceived usefulness on behavioral intention to use and an indirect effect of the variable on actual system use, both of which were proposed in the TAM, were also found. Further, motivation to use the system played a significant role in affecting perceived ease of use, perceived usefulness, evaluation of functions, current system use, and behavioral intention to keep using the system. This study suggests that integration of the TAM and the uses and gratification approach can be fruitful for future research on the diffusion of Internet-based technological systems.     

Social influence process in the acceptance of a virtual community service

This study investigates the effect of subjective norms, tendency to social comparison, and social identity on behavioral intention to use an Avatar service. Use of a virtual community service can be regarded as social behavior or a behavior affected by social factors. This study relies on the link between subjective norms and behavioral intention in the theory of reasoned action, social identity theory, and social comparison literature. The proposed model was tested using survey data with the results lending support for the proposed model. The implications from this study are expected to contribute to the literature by shedding light on the social influence process in two ways. First, this study unveils how social factors including subjective norms, social identity, and tendency to social comparison affect behavioral intention to use a specific service from virtual communities. Second, this study will aid managers and academics to further understand the social nature of customer behavior with regard to using virtual community services and thus provide insight for the development of technology driven e-commerce. Jaeki Song is Assistant Professor of Information Systems and Quantitative Sciences at the Rawls College of Business Administration at Texas Tech University. His research interests include electronic commerce, web design, information systems strategy, and technology adoption. His work has appeared in Management Science, IEEE Transactions on Professional Communication, Information & Management, and International Journal of Information Management. He also has published book chapters on Global Information Technologies and Electronic Commerce. Yong Jin Kim is Assistant Professor of Management Information Systems at the School of Management at the State University of New York at Binghamton. He holds a Ph.D. in MIS from the State University of New York at Buffalo. He has 10 year industry experience. His research interests are in knowledge management, technological innovation, IS success, e-business, and information technology valuation. He has published papers in outlets such as MIS Quarterly, Communications of the ACM, Decision Support Systems, International Journal of Information Management, JITTA, and Knowledge and Process Management. He also has published book chapters on IS Success and e-learning.     

How organizing visions influence the adoption and use of reverse auctions

This research investigates strategic and tactical approaches to reverse auction use, and how they are influenced by organizing visions. Organizing visions are real and perceived forces that influence the adoption of information technology. We use an extensive literature review and a case study of a reverse auction provider, that has managed thousands of auctions for organizations, to investigate how organizing visions impact on decision making in relation to reverse auction adoption and use. The findings from the study show that e-auctions are used to reduce procurement costs and improve efficiency and are more likely to be used for commodity purchases. The narrower tactical role for e-auctions that is now evident in some organizations is shaped by the fear and disdain surrounding past use and in particular the perception of the damage to supplier relationships that their widespread adoption in procurement could create. The reverse auction vendor legitimates tactical adoption through the type of service provided. The paper makes an original contribution to theory in extending the concept of organizing visions. It concludes that although an organizing vision is often viewed as a force for adopting technology it can also be a limiting force that inhibits organizations from obtaining significant benefits from technological opportunities.