Integrating technology readiness into technology acceptance: The TRAM model

Based on previous theoretical streams, the present study integrates technology readiness (TR) into the technology acceptance model (TAM) in the context of consumer adoption of e‐service systems, and theorizes that the impact of TR on use intention is completely mediated by both perceptions of usefulness and ease of use. TAM was originally developed to predict people's technology‐adopting behavior at work environments, but this research stemmed from a questioning of its applicability in marketing (i.e., non‐work) settings. The differences between the two settings are exhibited by consumers' self‐determining selection behavior and their high involvement in the e‐service creation and delivery process. This paper first reviews the TAM and the construct of technology readiness, and then proposes and empirically tests an integrated Technology Readiness and Acceptance Model (TRAM) to augment TAM by taking technology readiness construct into the realm of consumers' adoption of innovations. The results indicate that TRAM substantially broadens the applicability and the explanatory power of either of the prior models and may be a better way to gauge technology adoption in situations where adoption is not mandated by organizational objectives. Further, theoretical and practical implications and future research directions are discussed. © 2007 Wiley Periodicals, Inc.     

Determining factors and impacts of the intention to adopt mobile banking app in Cameroon: Case of SARA by afriland First Bank

This study aims to know what are the factors determining the adoption of M-Banking app among customers in Cameroon. In other words, what are the factors that influence users in their decisions to adopt and use a system or technology such as the MBanking app, and indirectly, what is the impact of this use on both the customers and financial inclusion? The research model developed relying on a combination of Technology Acceptance Model (TAM ), Unified Theory of Acceptance and Use of Technology ( UTAUT2 ), Information System Success Model ( ISSM ), and Protection Motivation Theory ( PMT ) and other constructs; it was then tested with a sample of 223 users of the “ SARA” M-Banking app of the financial institution called “ Afriland First Bank” . Findings revealed that: (1) utilitarian expectation, hedonic motivation, and status gain, habit, and perceived privacy concern have a significant influence on the intention to adopt M-Banking apps; and (2) the exploitative/explorative use of this technology has an impact on user’s loyalty and satisfaction but also contributes strongly to fostering financial inclusion in Cameroon. Also, the Multi-group analysis was performed on the sample using 2 gender-based groups (males, n=121; females, n=102).     

Web retailing adoption: exploring the nature of internet users Web retailing behaviour

The interaction of consumers and marketers within the Web environment, particularly for retailing/purchasing is a growing area of importance. This paper focuses on examining Internet users adoption of the Web for retail usage. It uses the Technology Acceptance Model Davis (Int. J. Man-Mach. Studies 38 (1993) 475) as a theoretical foundation to explore adoption of this technology for retail usage. The study also adds what are argued to be key consumer characteristics such as Opinion Leadership, Impulsiveness, Web Shopping Compatibility, Internet Self-Efficacy, Perceived Web Security, Satisfaction with web sites, and Shopping Orientation to understand the adoption of Web retailing by Internet users’. A Web based survey was developed and administered, yielding 392 responses. The findings indicate that TAM is a valid theoretical framework to understand users adoption of the Web for retail purposes. Also Internet users’ perceived usefulness and perceived ease of use were effected differentially by Opinion Leadership, Web Shopping Compatibility, Internet Self-Efficacy, Perceived Web Security, Impulsiveness, Satisfaction with web sites, and Shopping Orientation.     

Impacts of technology readiness on emotions and cognition in Brazil

This study proposes and tests an extended model for consumer adoption of high technology products in a Latin American country (Brazil) by integrating concepts present in the consumer behavior literature: the Consumer Acceptance of Technology model (Kulviwat et al., 2007) and the technology readiness construct (Parasuraman, 2000). The proposed model considers the relationships between cognitive and affective constructs with technology readiness. By means of structural equation modeling conducted on a sample of 435 young consumers, the results indicate significant relationships between the constructs assessed, showing that consumers' cognitive and affective evaluations of new technologies are significantly influenced by their technology readiness. The effects of technology readiness over affective assessments were greater than those relative to cognitive evaluations regarding high-tech innovations. Nonetheless, the results may reflect specific characteristics of Brazilian (and other Latin American) consumers, who are usually more emotive than those of more rational cultures.     

Enjoyment and social influence: predicting mobile payment adoption

Models of technology adoption, notably the Technology Acceptance Model and the Unified Theories of Acceptance and Use of Technology, provide good theoretical foundations for understanding mobile payment adoption. This study extends these frameworks by incorporating perceived enjoyment, social influence, knowledge and perceived risk. Replications of established theories are tested in a new context of young people's adoption of mobile payment. Subsequent hypotheses test an extended theoretical framework using an online survey (N?=?316). The extended model improves previous models by explaining 62% of variation in intention to use. Against expectations, perceived ease of use had no significant effect on perceived usefulness and intention to use. The study contributes to advancing understanding of perceived enjoyment which had no direct effect on adoption intention but a significant effect on perceived ease of use and usefulness. Social influence reduces perceived risk, and further contribution is made by noting that perceived enjoyment lowers perceived risk.     

Virtually Compatible or Risky Business? Investigating Consumers’ Proclivity Toward Online Banking Services

The present research examines online banking services, and it challenges the prevailing assumptions underlying the nomological validity of the Technology Acceptance Model (TAM). Results from 594 Taiwan respondents support a negative relationship between sub-constructs of consumers’ risk propensity and ensuing online banking services (OBS) engagement. The most important contribution is the strong empirical support that both consumers’ positive impact of perceived ease of use and perceived usefulness are positively related to the adoption of OBS. Furthermore, the results reveal that the assumptive impact of perceived risk construct is negatively associated with OBS adoption. The diminished impact of perceived risk explicitly challenges the predominant underpinnings of the TAM framework. In addition, findings reveal that the perceived risk factor consists of five underlying dimensions: financial risk, performance risk, time risk, psychological risk, and privacy risk.     

User Acceptance of E-Collaboration Technology: An Extension of the Technology Acceptance Model

This study investigates the applicability of Davis' Technology Acceptance Model (TAM) in the user acceptance of electronic collaboration technology. A courseware management tool is used to test the various findings of TAM. Perceived usefulness of the technology emerges as a positive impact on perceived usefulness, and usefulness, in turn, has a negative relationship with system usage. Additionally, certain aspects of system usage influenced student performance in the course. Prior use of the system also affected system use.     

A model of sustainable household technology acceptance

There is an expanding range of technologies used in a residential setting to enable sustainable living, including ‘smart’ technology that uses learning and connectivity to modify household behaviours. Understanding what drives the adoption of sustainable household technology will allow product developers, marketers and policy makers to use technology to reduce the environmental impact of homes. Based on the United Theory of Acceptance and Use of Technology, a model that explains predictors of intention to adopt sustainable household technology was developed and tested via an online survey of 592 US consumers. The results from structural equation modelling demonstrate that product attributes of sustainable household technology including performance, compatibleness and hedonic expectancy as well as consumer characteristics, in specific, sustainable innovativeness significantly predicts adoption intent. Conversely, the model testing shows that effort expectancy as well as social pressure and environmentalism are not significant predictors of adoption intention Theoretical and practical implications are discussed.     

Exploring the acceptance of instant shopping – An empirical analysis of the determinants of user intention

This article deals with the novel technology of instant shopping. As this technology has yet to be considered in a scientific context, the article first defines the term instant shopping, distinguishing it from m-commerce and s-commerce. The article then gives an overview on acceptance studies in the context of e-commerce that have been conducted over the last five years. Building on this, the Technology Acceptance Model (TAM) is adapted and operationalized for the current context. One result of the study in this article, conducted among Instagram users on the topic of instant shopping, showed that perceived enjoyment has a particularly strong impact on the intention to use.     

Technology acceptance modeling of augmented reality at the point of sale: Can surveys be replaced by an analysis of online reviews?

Online reviews by users have become an increasingly important source of information. This is true not only for new users of goods or services, but also for their producers. They extend the insight into the acceptance of new goods and services, e.g. at the point of sale, from a mere sales and usage quantity oriented point of view to a cause and effect oriented one. Since online reviews by consumers of many goods and services are nowadays widespread and easily available on the internet, the question arises whether their analysis can replace the more traditional approaches to measure technology acceptance, e.g., using questionnaires with TAM (Technology Acceptance Model) items. This paper tries to answer this question using IKEA׳s mobile catalogue app as an example. For comparisons reasons, data on the acceptance of the current version of this catalogue is collected in four different ways, (1) as answers to batteries of TAM items, (2) as assignments to pre-defined adjective pairs, (3) as textual likes and dislikes of users (simulating online reviews), and (4) as publicly available (real) reviews by users. The source for (1)–(3) is a survey with a sample of respondents, the source for (4) an online forum. The data is analyzed using partial least squares (PLS) for TAM modeling and text mining for pre-processing the textual data. The results are promising: it seems that data collection via surveys can be replaced – with some reservations – by the analysis of publicly available (real) online reviews.     

Investigating Antecedents of Behavioral Intentions in Mobile Commerce

ABSTRACT

Despite the importance of mobile commerce (m-commerce) as an emerging channel of communication, marketing, and sales in business, few studies address how consumers decide to use m-commerce. In this study, we develop a conceptual framework for investigating the role of the perceived ease of use, perceived usefulness, and perceived enjoyment in determining consumers' intention to use m-commerce. We also investigate the importance of social influence in determining intention to use m-commerce. We draw on the Technology Acceptance Model (TAM) to develop our theoretical model. The empirical examination of our research model indicates that extrinsic and intrinsic motivations positively impact intention to use m-commerce. The current research model and its results could provide a rigorous basis for understanding consumers' behavior in wireless contexts.     

Modeling Consumers’ Adoption Intentions of Remote Mobile Payments in the United Kingdom: Extending UTAUT with Innovativeness,Risk, and Trust

Mobile payments (MPs) are predicted to be one of the future's most successful mobile services but have achieved limited acceptance in developed countries to date. PCs are still the preferred technology for online shopping in the United Kingdom but the continued growth of mobile commerce (MC) is highly correlated with the success of remote MPs (RMPs). Currently MP research has largely ignored the variations between different MP solutions, and existing MP adoption studies have predominantly utilized Davis’ (1989) Technology Acceptance Model, which has been criticized for having a deterministic approach without much consideration for users’ individual characteristics. Therefore, this study applied the Unified Theory of Acceptance and Use of Technology (UTAUT), extended with more consumer‐related constructs, to explore the factors affecting nonusers’ intentions to adopt RMP in the United Kingdom. Quantitative data were collected (n = 268) and structural equation modeling was undertaken. The findings revealed that performance expectancy, social influence, innovativeness, and perceived risk significantly influenced nonusers’ intentions to adopt RMP, whereas effort expectancy did not. Inclusion of MP knowledge as a moderating variable revealed that there was a significant difference in the effect of trust on behavioral intention for those who knew about MP than for those who did not. These findings have important theoretical and practical implications, particularly for the development and marketing of RMP, which will support the long‐term success of MC.     

What drives consumers to shop on mobile devices? Insights from a Meta-Analysis

The penetration of mobile devices has reshaped consumers’ shopping journeys, drawing the attention of both scholars and practitioners. Over the last two decades, a rich strand of empirical studies across disciplines has been conducted on the factors underlying mobile shopping behavior. We provide and test a comprehensive framework for both the key drivers of consumers’ initial adoption and the continuance intention to use mobile devices for purchasing. To achieve this goal, we conduct a meta-analysis, in which we integrate the findings from the literature and apply a structural equation modeling approach. Our work builds on the existing theories (Technology Acceptance Model, Theory of Planned Behavior, and Unified Theory of Acceptance and Use of Technology) and offers an extensive understanding of the variables that shape mobile shopping behavior. Based on 207 articles, with 228 studies, 4,354 effect sizes, a total sample size of 68,944 shoppers, our findings show that mobile shopping is influenced by variables that reflect the evolution of technological innovations and the consequent improvement of the functionality and convenience of mobile devices (previous digital experience and ubiquity). Managerially, based on these findings, we provide a future research agenda and the key implications for firms to develop for a successful marketing strategy throughout the mobile customer journey. Companies should focus on both utilitarian and hedonic variables to stimulate the intention to use the mobile for the first time. In addition, to increase continuance intention to use mobile for shopping, they improve customer satisfaction, through enjoyment and the three dimensions of quality of the mobile channel.     

Consumer acceptance of a revolutionary technology-driven product: The role of adoption in the industrial design development

Understanding how consumers adopt a state of the art product is important for the development and marketing of innovative products. The purpose of this study is to examine factors that affect consumer intentions to use a revolutionary technology-driven product (RTP). The research integrates two innovation adoption models, the Unified Technology Acceptance and Utilization Theory (UTAUT) and the Task-Technology Fit (TTF) model with two antecedents of consumer characteristics: consumer innovativeness and perceived value of a new product. The study examines consumer responses to an unfamiliar product, the TEASER which is a conceptual digital cookbook that offers taste sampling, thereby providing an online food-tasting experience. Consumers who are prone to innovativeness and who perceive value in a RTP’s aesthetics are able to discern the conditions that support their intent to use such a product. The resulting model expands the UTAUT and TTF theories by showing that UTAUT variables mediate between the variables of TTF and adoption intentions. These results support the need for nonlinear industrial development processes involving consumers.     

‘Online Omnivores’ or ‘Willing but struggling’? Identifying online grocery shopping behavior segments using attitude theory

The landscape of grocery shopping is changing fast. Online retailing via home delivery or ‘click and collect’, convenience stores and various hybrid shopping channels are gaining popularity with some consumers, but not with others. The central premise of this paper is that focusing on the ‘average grocery shopper’ is not very helpful if the objective is to understand recent and future changes in grocery shopping. There are few recent studies that have identified groups of individuals using online and multi-channel shopping by considering both observable behavior and associated attitudes – feelings, beliefs, opinions and behavioral dispositions – and by drawing explicitly on attitude theories from social psychology. The current paper thus aims to identify and describe groups of grocery shoppers using a psychographic segmentation approach that is explicitly grounded in the Theory of Planned Behavior (TPB) (Ajzen, 1991) and its close cousin, the Technology Acceptance Model (TAM) (Davis et al., 1989). Primary data were collected through a self-completion questionnaire that produced a largely representative study sample of 2032 grocery shoppers across the United Kingdom, Europe's largest market for online grocery shopping. A principal component and two stage cluster analysis methodology was implemented to identify five well-defined and highly interpretable segments according to their attitudes, norms, perceptions and beliefs, then profiled by their socio-economic and grocery shopping characteristics. The segments reveal a range of different grocery shopping preference levels, from those ‘super-shoppers’ (Flynn and Goldsmith, 2016) who are clearly attracted to the online experience and want more (‘Intensive Urbanites’, ‘Online Omnivores’) to those who appear resistant and socially responsible towards the adoption of online shopping services (‘Resisting and Responsible’). The key distinguishing features of these segments suggest that shoppers might be attracted to or repelled from online shopping for reasons of convenience, perceived benefits, costs and risks, technology affect, time pressures and fit into daily schedules (perceived behavioral control), as well as social and environmental dimensions of personal norms and beliefs.     

Why Do Consumers Go Internet Shopping Again? Understanding the Antecedents of Repurchase Intention

Consumer intention of reusing online websites for shopping is a major consequence for an electronic commerce company's profitability. Therefore, understanding the factors that influence online customers' repurchase intentions is of great importance to the EC companies. Drawing on specific dimensions of Social Cognitive Theory (SCT), Information Systems continuance model, Technology Acceptance Model (TAM), and empirical findings from prior studies as antecedents, the related factors were adapted and integrated within the context of Internet shopping repurchase intentions and were tested in a field study. Empirical data for hypotheses testing were collected from the online virtual store of 7-ELEVEN in Taiwan, yielding 444 valid samples. The results show that online consumer repurchase intention is determined by satisfaction, perceived usefulness, perceived ease of use, and Internet shopping self-efficacy. Satisfaction is influenced by perceived usefulness, perceived ease of use, confirmation, and positive Internet shopping experience. Perceived usefulness, in turn, is influenced by behavior modeling, positive Internet shopping experience, Internet shopping self-efficacy, and confirmation. Confirmation is affected by positive Internet shopping experience and behavior modeling. In addition, confirmation has significant effects on perceived ease of use. Finally, positive Internet shopping experience appeared to have a significant impact on Internet shopping self-efficacy. From the empirical data, meaningful findings and conclusions are derived, and suggestions for future research are also discussed.     

Linking trust to use intention for technology‐enabled bank channels: The role of trusting intentions

The present research is an attempt to better understand the role of trust in the adoption of technology‐based service channels, namely Internet and phone banking. The study conceptualizes and measures trust, distinguishing the cognitive and affective component of trust (the trusting beliefs), the behavioral component of trust (trusting intentions), and the purchase behavior (intention to use), suggesting a mediating role of trusting intentions. Then it tests a model that combines the effect of trusting beliefs and trusting intentions together with the Technology Acceptance Model variables, privacy, and security as well as individual characteristics. Results from 762 retail bank customers revealed a strong mediating role of trusting intention on the intention to use and similar patterns of relationship for the two technology‐based bank channels. Several implications for managers and further research are discussed. © 2010 Wiley Periodicals, Inc.     

QR code and mobile payment: The disruptive forces in retail

The emergence of mobile payment (m-payment) resulted in the disruption of many sectors in the business sphere, particularly the retail industry. However, the acceptance of m-payment still has substantial room for improvement. Therefore, this study purports to ascertain the critical antecedents that impact the m-payment adoption intention, in particular the type of m-payment that utilizes the Quick Response (QR) code technology, through an extended Mobile Technology Acceptance Model. On top of offering several theoretical implications, numerous practical implications are also provided for stakeholders in the retail sector.     

Consumers’ channel choice for university-licensed products: Exploring factors of consumer acceptance with social identification

This research investigated a modified-technology acceptance model (TAM) with two added antecedents (e.g., information search motivation and perceived risk) to examine whether online shopping channels would be adopted by college students, the main target market of university-licensed products (ULP). Moreover, this study tried to adopt the social identity theory to fit a modified TAM model to explain the role of identification with a university on the attitude toward shopping for collegiate products. This research surveyed college students from two large Midwestern universities and utilized structural equation modeling (SEM) to test the hypotheses in a conceptual framework. As expected from previous TAM research, two specific behavioral attributes explained students’ adoption of online channels. Moreover, the results showed that both information search motivation and perceived risk have significant positive effects on attitude toward shopping via online channels. Specifically, the students who have strong information search motivation from concerns about online shopping had a higher level of online channel purchase intention. In addition, the attitude toward ULP online shopping formed by the antecedents gave a different level of purchase intention about the multiple distribution channels. The results suggest that retailers in the ULP industry should build efficient multi-channel strategies by adopting online channels.     

An integrated attitude model of self-service technologies: evidence from online stock trading systems brokers

This study develops an integrated causal path analysis, based on both category-based affect theory and the technology acceptance model (TAM), to identify the antecedents of consumers' attitudes toward self-service technologies. Using online stock trading systems as an example (N?=?267), this study employs structural equation modeling to confirm the research structure. The results reveal that consumers' attitudes toward self-service technologies depend on their attitude toward technologies and attitude toward self-services, in support of category-based affect theory. Further, computer self-efficacy and network information literacy positively influence attitude toward technologies, and both perceived ease of use and perceived usefulness positively influence attitude toward self-service technologies, which were proposed in the two theories, were also found. Therefore, this study suggests that integrated attitude model of the category-based affect and TAM can be applied to properly explain the attitude forming toward self-service technologies, and can be fruitful for future research on the diffusion of Internet-based technological systems.