Examination of Hedonism in TAM Research

Davis’ Technology Acceptance Model (TAM) remains a dominant model that is used extensively for addressing issues of user acceptance (Davis, 1989). Recently, hedonic1 nature of information systems was proposed as a boundary condition for TAM (van der Heijden, 2004). This paper attempts to review and evaluate the existing TAM research in light of this new boundary condition. This is accomplished by reviewing 41 articles published in six premier journals. It is argued that two types of mismatches, i.e. ‘errors of inclusion’ and ‘errors of exclusion’ could occur if the nature of system is not considered. The implications of these errors on the cumulative results of TAM research stream and directions for future research are discussed

The Long And The Short Of eCommerce Intentions: Examining The Distinguishing Effect Of Time Orientation Between Behavioral Intentions And Behavioral Goals

This study analyzes the distinction, both conceptually and operationally, between behavioral intentions and behavioral goals. This paper recognizes the importance of time orientation in the measurement of behavioral intentions, as defined by Fishbein and Ajzen (1975). Literature is reviewed that shows this conceptual definition is often misused in information systems (IS) research because behavioral intention is sometimes operationalized with a long-term time orientation (i.e., continued use). This paper offers an empirical assessment, in the context of online purchases, of the discriminant validity between behavioral intentions and behavioral goals. The results of the survey (N = 458) indicate that time orientation does distinguish these constructs in an eCommerce setting. Theoretical implications are that long-term oriented behavioral intentions actually represent behavioral goals and thus have less conceptual implications for predicting actual behavior. Practical implications indicate that such distinctions may influence eCommerce strategies for online impulse purchases as well as customer relationship management

The acceptance and use of the e-learning systems among the university teachers in Ecuador

The success of an e-learning system depends largely on the acceptance and use that teachers give this tool. After critically evaluate models of technology adoption, including the Technology Acceptance Model (TAM) and TAM2, we built a conceptual model to predict the level of acceptance and use of e-learning system among teachers. This model extends TAM2 and includes technical support, computer self-efficacy, social influence, perceived enjoyment and satisfaction. Data were collected from 145 teachers of a University in Ecuador. For data collection, a form in Likert scale was sent by email. Upon receipt of the data, these missing data reported 4.2%, to correct this data imputation method it was applied for replacement by mean. After performing the checks about satisfactory reliability and validity, the structural model was tested using PLS. The results indicate that perceived ease of use and perceived usefulness have a direct effect on the intension of using e-learning systems. Perceived enjoyment, perceived ease of use and social influence have a direct effect on the perceived usefulness. Perceived enjoyment and computer self-efficacy both have a direct effect on perceived ease of use of e-learning systems. Universities Principals should not only worry about the basic design of e-learning systems, but also explicitly address individual differences among teachers using e-learning system.Postprint (published version

Modelling 3D product visualisation for the online retailer

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.This research aims to explain the process that previous researchers have discussed concerning the consumer virtual experience, using three-dimensional (3D) product visualisations, within online retailers. In addition, this research aims to identify the main advantages of using 3D product visualisation in comparison to two-dimensional (2D) static pictures within online retailers. Moreover, using the online Stimulus-Organism-Responses (S-O-R) paradigm, this research aims to model the effect of 3D product visualisation on consumers’ perception and responses towards the online retailer environment. Given that the appearance of the notion of telepresence or presence and their implications on the online retailer, many scholars attempt to build and develop models that can suit these notions online. However, this thesis argues that the notion of 3D telepresence is not the proper terminology to be used within the online retail context and therefore, this research raises the following question “how do consumers perceive 3D product virtualisation (telepresence) compared with 3D product authenticity on online retailers’ websites?” The effects of 3D product visualisation and 2D static pictures have been raised during the past decade to determine which is better for the online consumers. Marketers and information system scholars started wondering about the best device that can generate hedonic and utilitarian values for the consumers. To investigate the main impact of 3D product visualisation and 2D static pictures on hedonic and utilitarian values, this research raises the following questions: How do consumers perceive 3D hedonic values compared with 2D hedonic values on online retailers’ website? How do consumers perceive 3D product visualisation utilitarian values compared with 2D utilitarian values on online retailers’ website? This thesis, based on the previous literature in interactivity and vividness, narrowed down the 3D authenticity antecedents to the control and animated colour constructs. Moreover, to determine the effect of the progressive levels of control and animated colour constructs on the 3D authenticity construct, it raises the following research question: How do different levels of 3D control and animated colours influence 3D authenticity? To determine the effects of the progressive levels of 3D hedonic and utilitarian values on behavioural intention construct, this thesis raises the following research question: How do different levels of 3D hedonic and utilitarian levels influence behavioural intentions? Based on the online S-O-R framework, previous studies investigate the impact of the whole website e-retail environment (many stimuli) on consumers’ responses. Yet, this is the first study that is using one stimulus, namely 3D laptop product visualisation to investigate its impacts on consumers’ perceptions and responses using the online S-OR paradigm. Therefore, this thesis raises the following research question: How do control, animated colours, 3D authenticity, hedonic and utilitarian values affect consumers’ behavioural intention? The results reveal significant differences between 3D telepresence and 3D authenticity constructs. 3D telepresence involves an illusion or a sense of being transported to another place, whereas 3D authenticity refers to the ability to imagine a virtual object as real. The 3D authenticity construct is more significant in simulating an online retailer’s products. The proposed online S-O-R conceptual model achieves acceptable fit and the hypothesised paths are all valid. This research adds to the marketing literature the notion of 3D authenticity and contributes a valid scale to measure that new variable. Moreover, it is the first study that connects and uses the antecedents of 3D authenticity (S), control and animated colours, to investigate their impact on 3D authenticity, hedonic and utilitarian values (O), and the impact of the Organism constructs (O) on behavioural intention (R). Furthermore, the final framework considers the first framework that has studied the impact of one stimulus using the online S-O-R framework on an electronic retailer website environment. Indeed, to the best of the researcher’s knowledge, this is the first study that uses a UK sample to investigate the effects of an authentic 3D product visualisation in an electronic e-retailing industry (i.e., laptops).The University of Jorda

Examining the Impact of Culture and Language on the User Acceptance of the Media Website in Jordan

This study examines the website acceptance based on the information system quality and the impact of cultural dimensions and language components on the actual acceptance and usage of the identified media websites. Based on the data from three groups of users, namely the users of bbc.com to represent the purely English media websites, the al-jazeera.com representing the semi-localized media website and the al-rai.com representing the local websites. Questionnaires were administered to 420 internet users in different regions in Jordan. The questionnaire measures nine parameters which include the system accessibility, the response time, information quality, cultural adaptation, Arabic language, perceived ease of use, perceived usefulness, attitudes towards using the websites and the behavioral intention to use the websites. Capitalizing on the quantitative research methodology by expanding the technology acceptance model for the research framework, the findings showed that the cultural dimensions of power distance, collectivism, masculinity and uncertainty avoidance have the positive impact on the Jordanian users’ preference of the media websites. The conclusions are drawn from the positive impact of cultural adaptation on the perceived ease of use of the local websites and also on the users’ attitudes towards the use of the local websites. However, there is a negative impact based on the lack of cultural adaptation on the users’ attitudes towards the use of English originated websites. Similarly, there is no significant impact of the cultural adaptation on the users’ attitudes towards the use of the semi- localized websites. The research findings showed that the websites’ information system quality, the Arabic language usage and the Arabic cultural adaptation have positive impacts on the Jordanian users’ perceptions and acceptance in choosing the media websites as preferred websites

Value co-creation intention, practices and experience in self-service technologies

The 21st century is known as the experience economy where the prime aim of businesses is to provide superior customer experiences, mainly through actively seeking mutually beneficial interactions with customers which is often labelled as ‘value co-creation’. Co- creation indicates a collaborative perspective of value creation and changes the roles of the organisation into ‘value facilitators’, and customers’ from passive to active as ‘co- creators’. Extant research suggests that businesses which acknowledge this new collective practice achieve greater organisational performance. However, success is not always guaranteed in co-creation; it is an ever-present possibility that a sub optimal implementation may result in value ‘co-destruction’ which causes to diminish wellbeing of the participants.Advances in technologies have presented many opportunities for both organisations and customers to access a multitude of technological interfaces, prompting organisations to explore how self-service technologies (SSTs) can be effectively used in value creation. Despite these advances in SSTs, scholarly work in value co-creation context is largely limited to exploring interpersonal interactions in traditional physical interfaces. To the best of the researcher’s understanding, no studies examine how customers co-create value (value co-creation practices) in SSTs. An inquiry as to whether customers would like to co-create value in SSTs (co-creation intention), what customers do while co-creating value (value co-creation practices) and how they experience their collaboration (co- creation experience) in SST is therefore important.Mixed methodology is adopted, based on the sequential exploratory strategy, where a qualitative study is followed by a quantitative study, such that the findings of the qualitative study are instrumental in designing the quantitative study. The ‘practice theory’ is used as the theoretical foundation in understanding customer value co-creation practices and ‘total customer experience’ is used in understanding customer co-creation experiences.The qualitative study explores eight determinants of co-creation intention and sixteen customer value co-creation practices which are re-classified into five groups of practices (5Cs): co-learning, co-producing, co-operating, connecting and correcting. There is also evidence on the duality of these practices resulting in co-creation and co-destruction, and interconnectivity among practices.Following a confirmatory approach in the quantitative phase, a high level of customer value co-creation intention in SSTs is recognised. ‘Technology know-how’ is found to be the strongest predictor of co-creation intention while performance, information richness and situational factors show significant direct effects. ‘Convenience’ is significant with the moderating effect of age, such that the effect is stronger for young people and ‘social influence’ is significant with the moderating effect of gender with a negative effect on males and a positive effect on females. Customer value co-creation intention shows a strong significant positive effect on co-creation practices and weak significant negative effect on value co-destruction. ‘Past experience’ displays a significant positive effect on co-creation practices and significant negative effect on co-destruction. Customer value co-creation practices show a significant positive effect on customers’ functional and emotional experiences, while co-destruction reveals a negative effect on emotional experiences, and surprisingly a positive effect on functional experiences. Finally, a significant positive effect of functional experiences is found on emotional experiences.This study adds new knowledge to marketing theory by revealing customer value co- creation practices in SSTs for the first time. It also makes some incremental contributions enriching the literature in the well-established fields of value co-creation, self-service technology and customer experience. Finally, the study develops a comprehensive conceptual model expounding co-creation intention, practices and experiences in self- service technologies, which can be extended to any technologically supported services, providing an element of scientific utility in the study. This understanding will benefit service providers in devising value enhancing self-service technological interfaces from both strategic and operational perspectives by ensuring superior customer experiences and ultimately accomplishing competitive advantages