Experience moderation effect on the relationship between usefulness, ease of use and website acceptance

The modelling of acceptance behaviour of new information technologies is of great utility to managers who need to evaluate the probability of success in the introduction of these technologies. The present study empirically tests the capacity of Fishbein and Ajzen´s Theory of Reasoned Action (TRA) (1975) and Davis´s Technology Ac-ceptance Model (TAM) (1989) to help understand the determinants of the intention to revisit a website – ease of use and perceived usefulness – focusing on the experience moderation effect. The findings show that a combination of both theories explains the acceptance of a website by Internet users. Furthermore, within the effect of each of the elements of TAM, the user’s experience of the website plays a moderating role. In this regard, ease of use is a more important factor in determining a furure revisit to a website in the case of the less experienced users, while perceived usefulness is a more influential factor in the case of the high experience users

What we need: Project managers` evaluation of top management actions required for software development projects

Web 2.0 is now an important internet application because of the integration of social interaction and web technologies. Previous information system studies usually specified their research context as a utilitarian system or hedonic system and the results were concluded within one specific system type. Web 2.0 application provides a flexible environment for different kinds of user motivations that can be used for utilitarian or hedonic purpose. This study extended the Technology Acceptance Model (TAM) by introducing a moderating factor into the model, in order to study users’ behavioral intentions in a Web 2.0 environment. We designed two task types of user motivation and conducted our experiment on two Web 2.0 websites. According to the PLS (Partial Least Squares) analysis, this study demonstrated that utilitarian and hedonic purposes had a moderating effect on the relationship between perceived belief and user attitude as well as the relationship between perceived information quality and perceived belief in the Web 2.0 application. The relationship between perceived usefulness and attitude was stronger in the utilitarian user motivation; whereas the relationship between perceived ease of use and attitude was stronger when the user had hedonic motivation to use the Web 2.0 application. We also found that perceived information quality had significant impact on the perceived usefulness and perceived ease of use

MOOCs Continuance Intention in Malaysia: The Moderating Role of Internet Self-efficacy

Previous researches have validated that students intention to continue use MOOCs was mainly determined by Usefulness and Enjoyment. This paper takes a different approach from previous studies and postulates that relationship between Usefulness and Enjoyment on MOOCs Continuance Intention are moderated by Internet Self-efficacy. Partial Least Square Path Modelling (PLS-PM) approach has been employed to analyse the data collected. Using online survey data from 251 students registered with Malaysia MOOCs program, the results revealed that Internet Self-efficacy moderates the relationship between Enjoyment and MOOCs Continuance Intention. However, the moderating effect of Internet Self-efficacy showed insignificant result on the path between Usefulness and MOOCs Continuance Intention

MOOCs Continuance Intention in Malaysia: The Moderating Role of Internet Self-efficacy

Previous researches have validated that students intention to continue use MOOCs was mainly determined by Usefulness and Enjoyment. This paper takes a different approach from previous studies and postulates that relationship between Usefulness and Enjoyment on MOOCs Continuance Intention are moderated by Internet Self-efficacy. Partial Least Square Path Modelling (PLS-PM) approach has been employed to analyse the data collected. Using online survey data from 251 students registered with Malaysia MOOCs program, the results revealed that Internet Self-efficacy moderates the relationship between Enjoyment and MOOCs Continuance Intention. However, the moderating effect of Internet Self-efficacy showed insignificant result on the path between Usefulness and MOOCs Continuance Intention

Exploring the effects of direct experience on IT use: An organizational field study

Empirical studies have investigated the effect of attitude and behavior on IT acceptance in organizations but yielded ambiguous results. Possibly they have not effectively accounted for the moderating effects of experience gained through direct interaction with the target technology. We examined the moderating effect of the length of direct experience on IT acceptance relationships and constructs. Using multi-group invariance analysis, we demonstrated that relationships between key IT acceptance constructs differed, depending on the user’s experience. The incorporation of direct experience can lead to convergent results and contribute to further understanding of the process. We discuss some implications from the knowledge that IT use is a dynamic process and suggest that IT management must account for direct experience in their decision making

Effects of user experience on user resistance to change to the voice user interface of an in‑vehicle infotainment system: Implications for platform and standards competition

This study examines the effects of user experience on user resistance to change—particularly, on the relationship between user resistance to change and its antecedents (i.e. switching costs and perceived value) in the context of the voice user interface of an in-vehicle infotainment (IVI) system. This research offers several salient findings. First, it shows that user experience positively moderates the relationship between uncertainty costs (one type of switching cost) and user resistance. It also negatively moderates the association between perceived value and user resistance. Second, the research test results demonstrate that users with a high degree of prior experience with the voice user interface of other smart devices exhibit low user resistance to change to the voice user interface in an IVI system. Third, we show that three types of switching costs (transition costs, in particular) may directly influence users to resist a change to the voice user interface. Fourth, our test results empirically demonstrate that both switching costs and perceived value affect user resistance to change in the context of an IVI system, which differs from the traditional IS research setting (i.e. enterprise systems). These findings may guide not only platform leaders in designing user interfaces, user experiences, and marketing strategies, but also firms that want to defend themselves from platform envelopment while devising defensive strategies in platform and standards competition

The Moderating Effect of Social Influence on Ethical Decision Making in Software Piracy

Software piracy has been a serious problem for decades and continues to cost software industry some billions of dollars each year. In this study we examine the Normative and Informational Social Influences that affect an individual’s decision to buy or use pirated software. Based upon previous research about ethical decision making in software adoption, and consumer susceptibility to social influence, we develop a research model designed to test the moderating effects of social influence on the ethical decision making process. An online survey is conducted to collect data. Our research extends the knowledge about software piracy and provides valuable and important insights for researchers, practitioners and policy/strategy makers in government

An Exploratory Study of Personalization and Learning Systems Continuance

Learning systems are widely adopted by institutions worldwide in the new millennium. The challenge on utilization of learning systems is switched from users’ pre-acceptance behaviours (whether they are likely to adopt learning systems) to post-acceptance behaviours (whether they will continue to use the learning systems). It is commonly expected that successfully adopted learning systems that have, at one time, been perceived as being useful and easy to use would likely achieve a high rate of user continuance. However, reality can be different as user continuance is often not as high as expected. The continuance of learning systems draws our attention because the investment in institutionalizing a learning system is huge. There is also a theoretical gap between technology acceptance and system continuance for which continuance behaviour cannot be explained by traditional technology acceptance models. This study extends a post-adoption model on habit and IS continuance to investigate the effect of personalization (which includes personal content management, personal time management and privacy control) on learning system continuance. Empirical results suggest that personalization has a positive influence on perceived usefulness and habit, but does not directly influence continuance intention

An empirical investigation of smartphone technology acceptance among Universiti Utara Malaysia students

This study investigated smartphone technology acceptance among Universiti Utara Malaysian (UUM) students by using the Technology Acceptance Model (TAM). The rapid diffusion of computer technology into smartphone increases smartphone penetration among Universiti Utara Malaysia students. The aim of this study was to determine the relationship of Perceived Ease of Use (PEU) and Perceived Usefulness (PU) as independent variables, and Attitude (ATT) and Behavioural intention (BI) as dependent variables on Smartphone Technology Acceptance among Universiti Utara Malaysia students. In addition, in this research Gender was used as a moderator to test the relationship between Attitude (ATT) and Behavioural intention (BI). In order to collect data a total of 500 questionnaires were distributed to (UUM) final year and postgraduate students in three colleges COB, CAS and COLGIS. The hypothesis results showed that there was a significant relationship among the four variables except Gender. This was because Gender failed to moderate in explaining the relationship between Attitude (ATT) and Behavioural intention (BI). On the other hand the statistical result showed that there was partial mediation effect of Perceived Usefulness (PU) on the relationship between Perceived Ease (PEU) of Use and Attitude (ATT) on Smartphone Technology Acceptance among Universiti Utara Malaysian students. Furthermore the researcher found that there was a significant relationship between both the dependent variables - Attitude (ATT) and Behavioural intention (BI) on smartphone technology acceptance among UUM students. The overall finding showed that technology advancement and breakthrough design of smartphone technology are the key factors that attract Universiti Utara Malaysia students to accept smartphone technology. On the other hand, usefulness and ease of use of the smartphone technology play important roles in influencing (UUM) students to have the intention to use smartphone technology in accomplishing their personal tasks. This is because the usefulness of smartphone technology with promising results makes (UUM) students rely heavily on this device

Moderating effects of age and experience on the factors influencing the actual usage of cloud computing

Cloud computing technology (CCT) has attracted extensive attention of organizations to enhance their agility, flexibility and competitive advantage. Successful implementation of CCT depends on its acceptance and useby senior IT managers in the organizations. This study proposes an extended technology acceptance model (TAM) to predict actual CCT usage by the managers. A questionnaire is used to collect the needful data. Exploratory and confirmatory factor analyses are performed to analyze the factor structure and measurement model. Structural equation modeling is used to analyze the structural model. The results supported all the hypotheses of the model. The moderating effect of experience and age is also tested through multi-group analysis. Based on findings of the study, implications for CCT usage in the organizations are discussed