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Extending the TAM for a World-Wide-Web context
Abstract
Ease of use and usefulness are believed to be fundamental in determining the acceptance and use of various, corporate ITs. These beliefs, however, may not explain the user???s behavior toward newly emerging ITs, such as the World-Wide-Web (WWW).In this study, we introduce playfulness as a new factor that reflects the user???s intrinsic belief in WWW acceptance. Using it as an intrinsic motivation factor, we extend and empirically validate the Technology Acceptance Model (TAM) for the WWW context.
... "Perceived advantage" is a behavioural feature characterized by quality, superior usability, comfort, and consistent results over time (Japutra et al., 2022;Roy, Balaji, Sadequ, Nguyen, and Melewar, 2017). The motivational satisfaction feeling provided by an easy-to-use and perceived mobile marketing application can lead to more positive customer evaluation (Japutra et al., 2022;Moon and Kim, 2001;Pe-Than, Goh, and Lee, 2014). ...
... "Perceived enjoyment" is the feeling of pleasant experience or joy the individuals experience while using an application (Kim, Kankanhalli and Lee, 2016). For example, an easy-to-use, high-performance system enables more positive results and thus enjoys more interactivity (Moon et al., 2001;Kim et al., 2016;PeThan et al., 2014). bmij (2024) 12 (2): 297-314 "Perceived control" is the belief that a user has enough resources to control the application (Japutra et al., 2022;Roy et al., 2017). ...
... Thirdly, the current study indicates that by analyzing mediation effects of the "perceived enjoyment" and "perceived control" components, in case the perception related to mobile marketing applications increases the feeling of perceived enjoyment and perceived control, it can increase co-developing, influencing, augmenting and mobilizing desires of the customers (Moon et al., 2001;Kim et al., 2016). These results provide an essential contribution since previous studies individually analyzed the mediation role of perceived enjoyment (Pe-Than et al., 2014;Brom et al., 2017) and perceived control (Roy et al., 2017;Uphill, Rossato, Swain and O'Driscoll, 2019). ...
This study mainly aims to investigate the mediation effects of user motivation and customer evaluation regarding the effect of the perception related to mobile marketing applications on customer engagement. The recommended conceptual model is tested by collecting data from 627 mobile application users living in Istanbul via an online survey. This study reveals that perceived advantage and perceived challenge positively affect the four dimensions of customer engagement, which are co-developing, influencing, augmenting and mobilizing behaviours and also with domain-specific interest, need for cognition and cognition satisfaction, perceived enjoyment, and perceived control positively affect customer engagement, and mediate the relationship of the perception related to the mobile marketing applications with customer engagement. It has significantly contributed to understanding customer behaviours against the technological features of mobile applications.
... The model posits that perceived usefulness and perceived ease of use are key determinants of users' attitude toward using a technology, which in turn influences their intention to use it. The TAM has been extensively applied in various domains, including e-commerce and mobile applications, making it a suitable framework to investigate the impact of UI and UX on user intention in the grocery sector (Davis, 1989; Moon & Kim, 2001;Venkatesh & Davis, 2000). ...
... The model posits that perceived usefulness and perceived ease of use are key determinants of users' attitude toward using a technology, which, in turn, influences their intention to use it. The TAM has been extensively applied in various domains, including e-commerce and mobile applications, making it a suitable framework to investigate the impact of UI and UX on user intention in the grocery sector (Davis, 1989; Moon & Kim, 2001;Venkatesh & Davis, 2000). ...
... The TAM has been widely used to study consumer behavior in e-commerce contexts, providing valuable insights into the factors that influence users' acceptance and adoption of technology. Moon and Kim (2001) extended the TAM to the World Wide Web context and found that perceived usefulness and perceived ease of use significantly influenced users' attitude and intention to use e-commerce websites. Venkatesh and Davis (2000) conducted four longitudinal field studies to examine the TAM's applicability across different technologies and found consistent support for the model. ...
Management is an art of getting things done through and with the people in formally organized groups. It is an art of creating an environment in which people can perform and individuals and can co-operate towards attainment of group goals. Management Study HQ describes Management as a set of principles relating to the functions of planning, directing and controlling, and the application of these principles in harnessing physical, financial, human and informational resources efficiently and effectively to achieve organizational goals. A good management is the backbone of all successful organizations. And to assist business and non-business organizations in their quest for excellence, growth and contribution to the economy and society, Management Book Series covers research knowledge that exists in the world in various management sectors of business through peer review chapters. This book series helps company leaders and key decision-makers to have a clear, impartial, and data-driven perspective of how factors will impact the economy moving forward and to know what they should be doing in response.
... Fifth, Behavioural Intention (INT) assesses the perceived likelihood of engaging in a behaviour (Agrebi and Jallais 2015; Moon and Kim 2001). Attitude and Behavioural Intention were chosen as dependent on other constructs, with attitude possibly influencing intention (N. ...
... Attitude significantly impacts the intention to adopt or use something, as suggested by De Vries et al. (1988) and Ajzen and Fishbein (1977). Moon and Kim (2001) stated that behaviour is influenced by beliefs about the outcome of performing that behaviour. ...
... Moreover, earlier studies have demonstrated that curiosity appears to enhance the quality of the search experience in terms of time and data resources, as well as lead to a more vigilant recall and understanding of new information (Menon and Soman, 2002;Allam et al., 2020). Moon and Kim (2001) also studied the concept of curiosity to describe the effect of perceived playfulness on the attitude of users towards utilizing online web applications. They suggested that the notion of playfulness could have many levels, one of which is curiosity, which motivates users to heighten their perceived enjoyment, which has a beneficial effect on their attitude toward utilizing online apps. ...
... Additionally, items from the recent research of Allam et al. (2019) were utilized to measure the construct of Curiosity (CU). Ultimately, three items were formulated to quantify Actual Usage (AU), drawing from the works of Phang et al. (2009), Moon and Kim (2001), Hsu and Lin (2008), and Rauniar et al. (2013). The questionnaire employed a seven-point Likert scale, ranging from "Strongly Disagree" ...
Social networking websites and applications are increasingly becoming significant cultural phenomena. However, the motivation driving individuals to utilize
these platforms, particularly in the Middle East, remains unclear. While numerous studies have explored technology adoption, limited research has investigated social media usage in the UAE. Therefore, this study proposes and empirically analyzes a framework based on a modified version of the Technology Acceptance Model to understand the factors influencing users’ opinions, objectives, and actual usage of social media platforms, focusing on Facebook. To investigate these factors, we employed structural equation modeling and smart PLS techniques on a sample of 540 participants. We aimed to identify predictors such as perceived usefulness, perceived ease of use, as well as a hedonic dimension encompassing perceived enjoyment, curiosity, and perceived connectedness, in shaping users’ attitudes towards Facebook usage. Additionally, we examined the relationship between social presence and users’ intentions to use Facebook. Our analysis revealed that perceived usefulness and perceived ease of use are significant predictors of users’ attitudes towards utilizing Facebook. Furthermore, the hedonic dimension, comprising perceived enjoyment, curiosity, and perceived connectedness, also plays a crucial role in shaping users’ attitudes. Moreover, social presence was found to have a significant association with users’ intentions to use Facebook. These findings contribute to our understanding of the factors influencing the adoption and usage of social media platforms, particularly in the context of the UAE. By highlighting the importance of both utilitarian and hedonic aspects, this research provides insights into the complex motivations behind individuals’ acceptance of dynamic applications like Facebook. Furthermore, our empirical model lays the groundwork for exploring additional factors that may influence the uptake of information systems and social media utilities, thereby advancing attitude behavior theories in this domain.
... Therefore, discussing the "aesthetics" from a design perspective has become the most critical factor for these design professionals. Representing aesthetically pleasing products or services is the most direct and effective way to captivate consumers [9] [10] [11] [12] [13] [14] [15]. ...
... Emotional design can spark the emotions of consumers, leading to a variety of emotional responses such as happiness, annoyance, excitement, or depression. Emotions are part of the experiential process of products and services, which includes the overall experience, senses, emotions, and the broad social and cultural context, as well as the immediate usage scenario [13] [24]. Through related theoretical research, it is evident that the journey from aesthetic cognition to flow experience and then to technology acceptance is an inside-out process. ...
This research explores the integration of aesthetic experience and technology acceptance in virtual cultural activities. Aimed at enhancing user engagement, the study utilizes a structured questionnaire to evaluate participants' aesthetic cognition, flow experiences, and technology acceptance. Methods include data collection from virtual cultural activities and subsequent analytical comparisons. Results indicate a preference for immersive and user-friendly technological interfaces, highlighting the significance of aesthetic cognition in cultural activities' success. The study suggests that improving interactive features could significantly enhance participation in virtual cultural settings.
... Later, Barua and Whinston (1996) also pointed out that cognitive enjoyment can improve the efficiency of people's activities, meaning that the higher the fun felt during an activity, the easier it is to increase an individual's perceived usefulness. Moon and Kim (2001) noted that perceived enjoyment is an intrinsic belief or motivation shaped by the environment and the individual's subjective experience of using the Internet. They also pointed out that when people use a new system if they have higher interest, they will be willing to spend more time using that system, and such a positive perception also boosts perceived usefulness. ...
This research delves into integrating aesthetic experience and technology acceptance within virtual cultural activities, with the primary goal of enhancing user engagement. To achieve this, the study employs a meticulously structured questionnaire to assess participants' aesthetic cognition, flow experience, and acceptance of technology. The methodology involves comprehensive data collection from participants engaged in various virtual cultural events, followed by detailed analytical comparisons to understand user preferences and behaviors. The results clearly indicate a strong preference for immersive and user-friendly technological interfaces. This preference underscores the critical role of aesthetic cognition in determining the success of cultural activities. Furthermore, the findings suggest that significant improvements in interactive features could dramatically enhance user participation and engagement in virtual cultural environments, thereby enriching the overall experience and effectiveness of these activities.
... Literature also suggests that measuring the frequency of ITeBS would be useful (Venkatesh et al., 2012;Yiu et al., 2007). Thus, it has been measured on a 9-point scale with anchors framed on a duration of frequency (Moon & Kim, 2001). Further model estimation was done through testing the measurement model and structural model using SmartPLS V3.3.3 software. ...
... (vii) Behavioral intention: The BI construct was measured by three items that were adopted from [58][59][60][61]. Table A2 (Appendix B) provides a descriptive analysis of the BI construct. ...
Chatbots are computer programs that mimic human conversation using text or voice or both. Users’ acceptance of chatbots is highly influenced by their persona. Users develop a sense of familiarity with chatbots as they use them, so they become more approachable, and this encourages them to interact with the chatbots more readily by fostering favorable opinions of the technology. In this study, we examine the moderating effects of persona traits on students’ acceptance and use of chatbot technology at higher educational institutions in the UK. We use an Extended Unified Theory of Acceptance and Use of Technology (Extended UTAUT2). Through a self-administrated survey using a questionnaire, data were collected from 431 undergraduate and postgraduate computer science students. This study employed a Likert scale to measure the variables associated with chatbot acceptance. To evaluate the gathered data, Structural Equation Modelling (SEM) coupled with multi-group analysis (MGA) using SmartPLS3 were used. The estimated Cronbach’s alpha highlighted the accuracy and legitimacy of the findings. The results showed that the emerging factors that influence students’ adoption and use of chatbot technology were habit, effort expectancy, and performance expectancy. Additionally, it was discovered that the Extended UTAUT2 model did not require grades or educational level to moderate the correlations. These results are important for improving user experience and they have implications for academics, researchers, and organizations, especially in the context of native chatbots.
... In order to testify the hypothesized interconnections, SEM analysis was leveraged through Amos v26. The maximum likelihood estimation approach was taken advantage to evaluate the measurement and structural model as well (Moon and Kim, 2001). Furthermore, the multi-group SEM analysis was also made use to scrutinize the moderating impacts of FAS. ...
This article sets its sight to allot an intelligible picture of how to optimize accounting information system (AIS) in public sector organization (PSO) for sustainable risk management (SRM) under the big data analytics (BDA) and offers in-depth understandings concerning to the role of forensic accountants’ skill (FAS) on these aforementioned interconnections. The structural equation modeling (SEM) and multi-group SEM were wielded to testify the hypothesized model rested on cross-sectional data formulated by a closed-ended questionnaire survey distributed to convenience and snowball sample of 683 respondents in PSOs. All the proffered hypotheses in the theoretical model were authenticated by the soundly statistical evidences. The observations of the current study also generated the numerous practical implications for the practitioners in organizational management and policymakers in building up the strategies and promulgating rules in relation to digital initiatives adoption, accounting practices and risk management toward sustainable development within PSOs.
... The results of these studies show that TAM can effectively predict and explain users' acceptance of IT. While awareness of usefulness and the ease-of-use are key drivers for an individual to accept and use IT, other external variables can also affect the user's acceptance of IT (Le, 2021;Moon & Kim, 2001). Venkatesh and Davis (2000) found a direct effect of perception on behavioural intention independent of the intermediary role of attitude to use. ...
E-learning in the context of Industry 4.0 and the outbreak of the COVID-19 pandemic has transformed traditional education. However, the smooth transition from face-to-face education to e-learning remains a challenging task, given concerns about e-learning quality. This study aims to explore the quality criteria and the adoption of e-learning via the spherical fuzzy analytic hierarchy process (SF-AHP). The extended technical acceptance model is used as a theoretical framework for constructing quality in an adoption hierarchical model. The input data derived from in-depth interviews of 20 experts in the field and the SF-AHP calculator have generated the priority weights of quality criteria in the model of e-learning adoption. The findings confirm the role of three major criteria, in order of importance, as follows: system, resources and core factors. The results highlight system factors as most crucial, including aspects such as governmental policies and institutional leadership, which are essential for setting a conducive environment for e-learning. Resource factors are ranked second, emphasizing the importance of IT applications, human capital and facilities to support e-learning infrastructure. Core factors, though ranked lower, are vital in ensuring the effectiveness of e-learning through course materials, instruction, and learner support. The weights of 14 sub-criteria have further shed light on policies to promote e-learning quality and its adoption. The implied priority of each weight a valuable guideline for the stakeholders’ actions to reach the targeted goals under the constraint resources.
... Teaching satisfaction is surveyed by questionnaire, including the following options: teaching mode satisfaction, classroom atmosphere score, the degree of promotion to learning motivation, and the degree of improvement to language expression ability. All the above items are counted by Likert seven scale [5]. ...
Narrative medicine is an important part of medical education for trained doctors. This paper mainly discusses the application of narrative medicine teaching method in the teaching of medical students. Compared with traditional teaching methods, the results show that narrative medicine teaching method can significantly improve the clinical skills and doctor-patient communication skills of medical students, and the comprehensive evaluation of narrative medicine teaching method is higher. Therefore, the use of narrative medicine teaching method can effectively improve the teaching effect in internal medicine training medicine, which is a teaching method suitable for the development law of medical students and more valuable.
... PEU, described by Davis (1989) as the degree of effortlessness associated with system use, further influences technology acceptance, corroborated by Moon and Kim (2001), Fagan et al. (2008), and Hsu et al. (2009). These studies underscore the foundational role of PEU in fostering user engagement with IT. ...
Aim/Purpose: This study aims to explore factors influencing engineering students’ acceptance of the Google Classroom platform in communication skills courses to ensure more active engagement and better performance. Background: In response to the underutilization and hesitancy in adopting educational technologies, this study investigates the factors influencing engineering students’ acceptance of Google Classroom in a Middle Eastern university. Despite the potential benefits of such technologies, their integration faces challenges due to cultural factors and resistance from educators and students alike. Methodology: The study utilized a Technology Acceptance Model-based questionnaire distributed via Google Forms to 140 engineering students to analyze the acceptance of Google Classroom. Data analysis was conducted using structural equation modeling with Smart PLS, focusing on critical constructs like ease of use and perceived usefulness. Limitations due to the sample size and single-institution scope are acknowledged, which may affect the generalizability of the findings. Contribution: This study outlines practical steps for educators to enhance learning by fostering a user-friendly environment and supporting student proficiency with technology. It highlights the importance of policies encouraging educational technology adoption and urges developers to focus on user-centered features. Additionally, the study calls for collaboration among educators, policymakers, and developers to create engaging and compelling learning experiences. Findings: Findings unveil the significant impact of user satisfaction on perceived ease of use and usefulness, subsequently influencing attitudes. Furthermore, the study identifies the substantial influence of subjective norms and attitudes on intentions and the consequential impact of intentions on self-perception of academic success. Recommendations for Practitioners: The study advocates for educators to cultivate a motivating environment that fosters active engagement with the Google Classroom platform by raising students’ satisfaction and positive attitudes. Recommendation for Researchers: The study encourages further investigation into the long-term effects of technology integration on students’ academic performance and learning outcomes and exploration of additional variables or moderators that may influence technology acceptance in educational settings. Impact on Society: By understanding the factors influencing engineering students’ acceptance of Google Classroom, educators can better integrate technology into communication skills courses, potentially improving student engagement and academic performance and preparing students for success in a technologically driven society. Future Research: Longitudinal studies tracking students’ technology adoption patterns over time would also contribute to understanding the sustained impact of technology integration on educational practices and outcomes.
... The perceived pleasure was measured by four items (e.g. "I felt happy when I heard this service language during this tourism activity"; α = 0.73), adapted from Moon and Kim (2001). Perceived professionalism was measured by six items (e.g. ...
... Technological acceptance characterised by the favourable reception of technology leading to an intention to adopt it (Alotumi, 2020) varies among employees (Moon & Kim, 2001;Youngberg et al., 2009), and the role that employees play in adopting technological innovations remains largely understudied (Nguyen & Süß, 2023). Researchers have found that achieving acceptance is crucial for the implementation of any technology as it determines whether it will be utilised (Taherdoost, 2019). ...
Orientation: The study delves into technological acceptance within South African organisations, identifying psychological factors influencing employees’ willingness to adopt technology. Barriers to technology adoption are explored, emphasising the universal relevance of identified psychological constructs.Research purpose: To understand the psychological barriers influencing successful technological adoption in South African organisations.Motivations for the study: High failure rates in tech-implementation projects are linked to employee resistance, revealing a crucial gap in understanding psychological dynamics. Recognising human factors as pivotal to technological success, there is a need to transcend technical aspects, exploring individual experiences during organisational transitions.Research approach/design and method: Using a qualitative approach with non-random snowball sampling, 17 South African employees were interviewed in a semi-structured manner. Thematic analysis revealed specific categories of psychological barriers.Main findings: Identified barriers proved to be the antithesis of positive psychological constructs, including lack of psychological safety, lack of organisational trust, lack of psychological availability, negative emotions, low self-efficacy and low frustration tolerance. The presence of these barriers, hindering participants’ willingness to adopt new technologies.Practical/managerial implications: Organisations are advised to prioritise fostering a culture of psychological safety and trust, transparent communication and positive emotional experiences during technology adoption at the individual level. Training programmes enhancing self-efficacy and promoting mindfulness practices can mitigate barriers.Contribution/value-add: This research stresses the significance of the role of psychological factors in inhibiting an employee’s technological acceptance, providing practical guidance for industrial psychologists, HR professionals and change managers. The need to consider individual experiences during technological transitions, has universal implications across diverse workplaces.
... Social influence plays a significant role in shaping voters' attitudes towards electronic forensic election audit systems. Studies have shown that the opinions, recommendations, and experiences of influential individuals or groups, such as political leaders, election officials, and trusted community members, can significantly impact voters' acceptance (Venkatesh, Morris, Davis and Davis, 2003;Moon and Kim, 2001). Positive social influence, coupled with effective communication strategies, can foster trust and credibility in the technology. ...
Electronic voting systems have been introduced to improve the efficiency, accuracy, and transparency of the election process in many countries around the world, including Nigeria. However, concerns have been raised about the security and integrity of these systems. One way to address these concerns is through the implementation of electronic forensic election audit systems. This study aims to evaluate voters' intention to the adoption of electronic forensic election audit systems using the Unified Theory of Acceptance and Use of Technology (UTAUT) model which is a robust and reasonable theory for technology acceptance. In the study, the UTAUT model which is a widely used model in the field of information systems to explain the factors that influence individuals' intention to use a technology by integrating performance expectancy, effort expectancy, social influence, facilitating conditions, cost factor and privacy factor to voters’ behavioural intention was proposed. A total of 294 sample data were collected from a selected population of electorates who had at one time or the other participated in at least an electioneering process in Nigeria. The data was then analyzed statistically using Partial Least Square Structural Equation Modeling (PLS-SEM). The results obtained show that all variables have significant effect on the electorates’ behavioral intention to adopt the development and implementation of electronic forensic election audit system in Nigeria.
... Tan and Chou (2008) found that perceived compatibility regarding mobile information and entertainment services is positively linked to perceived playfulness. The concept of playfulness relates to the pleasure and psychological drive for intrinsically interesting interactions (Moon & Kim, 2001). It thus can be equated to enjoyment, which denotes in this study the extent to which AIenabled technologies are perceived as enjoyable, regardless of external rewards. ...
This study investigates the factors influencing hotel guests' intentions to adopt next-generation technologies enabled by artificial intelligence (AI). Both affective and cognitive processes, which led to guests' intentions to adopt these new technologies, were considered to have antecedents in the form of intrinsic and extrinsic motives, respectively. The data collected from 331 respondents were analyzed using a combination of methods, including the asymmetrical fuzzy set qualitative comparative analysis (fsQCA) and the symmetrical partial least square-structural equation modeling (PLS-SEM). The results of the symmetrical study indicated that novelty and compatibility have a good impact on both enjoyment and usefulness, which ultimately lead to behavioral intentions. In contrast, asymmetrical studies have shown that all the criteria are necessary conditions to produce users' intention to embrace AI-based technology. By integrating IDT and TAM, this study extends the comprehension of factors driving customers to use AI-enabled technologies during their hotel stays. This study also adds to the existing literature by exploring configurational modeling with fsQCA, as opposed to prior studies that have relied on net impact modeling via SEM.
... With regards to PE, it is positively associated with IU. Several studies support that conclusion, such as the study of Liu & Wei (2003) and the study of Moon & Kim (2001). According to these findings, once training has led to making the use of the technology easy, this will help the user in understanding the technology's usefulness (Chatzoglou, et al., 2009). ...
... As argued by Agarwal and Karahanna (2000), cognitive absorption is an individual's subjective experience when using technology. The technology acceptance model (TAM) is often used to explain and predict individuals' acceptance of information technology; therefore, we employ the TAM as the main theoretical framework (Moon & Kim, 2001). In particular, this study aims to answer the following questions: ...
Because of the rapid development of the Internet of Things, the business mode of the retail industry has changed tremendously. Smart retail is increasingly receiving academic attention. However, research on smart retail has mainly focused on shopping utility and consumers’ interactions with smart technology rather than consumers’ perceptions and feelings regarding smart technology. In order to fill this void, this paper incorporates perceptions (i.e., cognitive absorption) into the technology acceptance model to investigate consumer intention in smart retail. In total, 322 consumers with experience using smart retail technology are surveyed, and SEM (Structural Equation Modeling) is used for analysis. According to the findings, cognitive absorption has a considerable influence on consumers’ perception of the usefulness and ease of use of smart retail technology, which, in turn, affects consumer adoption and recommendation intentions on this smart technology. Theoretical and practical recommendations are made, as well as future research directions.
... This suggests that PEU may also predict the intention to use ChatGPT. Moreover, studies have shown that PEU has a direct effect on perceived usefulness (Moon & Kim, 2001;Venkatesh et al., 2003) and are positively related (Li, 2009;Hasyim, 2019;Ching & David, 2022), which means that a system perceived as easy to use is also perceived as more useful Bhattacherjee, 2001). Therefore, the following hypotheses were developed: ...
The widespread adoption of artificial intelligence (AI) technologies, including ChatGPT, into education, has become a focal point of attention in recent years. This research explores the connections among perceived usefulness (PU), perceived ease of use (PEOU), attitude toward using ChatGPT (ATUC), and intention to use ChatGPT (ITUC) within Jordanian universities. A survey was employed to gather information from 523 university students in Jordan, and the hypotheses were examined using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that perceived usefulness and perceived ease of use positively impacted attitude toward using ChatGPT and intention to use ChatGPT. Attitude toward using ChatGPT positively impacted intention to use ChatGPT. Implications from this research are crucial to provide developers, instructors, and institutions in Jordan with useful information to help them successfully incorporate ChatGPT into the educational process.
... Carlos J. Asarta et al. [10] studied that the speed of network transmission has a significant impact on students' application of online platforms and that the quality of the network environment directly affects students' motivation to learn online [11] studied the correlation between students' content behavior posting and used regression analysis to predict subsequent browsing and evaluation behavior using the number of times learners posted. moon, Kim et al. [12] applied different functional modules of an online learning platform for learning activities and found that there were differences in learners' learning behaviors under different functional modules. Jie et al. [13] developed a Spark distributed system for a logging system of user operations in a mobile e-learning environment to analyze the behavioral patterns of online learners in generating content. ...
Online learner behaviour patterns are comprehensive indicators reflecting the learning status and learning outcomes of online learners, which have a guiding role in the design, implementation and improvement of online education in the post-epidemic era, but the methods for their identification still need to be improved. To improve the accuracy of online learner identification, a model of online learner behaviour identification based on improved long and short-term memory networks with deep learning is established. Firstly, the online learner behaviour characteristics are extracted according to the behavioural science theory, secondly, the online learner type is identified based on the "hybrid expert system-long and short-term memory network" model, and then compared with other identification models, and finally, the results are outputted by the progressive gradient regression tree GBRT in the stacking integration framework and validated using The results were validated using a ten-fold crossover. The results show that the method is effective in portraying online learners, and its accuracy and robustness are improved compared to other algorithms.
... Fourthly, within the context of ChatGPT utilization, behavioral intention demonstrates a positive influence on actual usage behavior. This discovery aligns with the foundational principles of the Technology Acceptance Model (TAM) and is substantiated by prior empirical investigations (Alzahrani et al., 2019;Davis et al., 1989;Moon & Kim, 2001;Pillai & Sivathanu, 2020), validating behavioral intention as a direct precursor to usage behavior. A study by Pillai and Sivathanu (2020) provided evidence that users' intention to engage with AI-powered intelligent chat systems positively impacts their actual usage behavior. ...
In the rapidly evolving landscape of technology, the emergence of Chat Generative Pre-trained Transformer (ChatGPT) marks a pivotal milestone in the realm of Artificial Intelligence (AI). However, little research has reported the predictors of people's intentions to use ChatGPT. This pioneering study empirically examines user adoption through the lens of the Technology Acceptance Model (TAM) using a convenience sampling method. The study surveyed 784 ChatGPT users in China, of whom 58.93% were males. The results have revealed several key findings: (1) perceived usefulness, perceived ease of use, behavioral intention, and use behavior were positively correlated with each other; (2) behavioral intention acted as a mediating factor in the relationship between perceived usefulness and use behavior, as well as the relationship between perceived ease of use and use behavior; (3) perceived usefulness and behavioral intention played a chain-mediated role between perceived ease of use and use behavior; (4) the relationship between behavioral intention and use behavior exhibited greater strength among females compared to males; (5) the association between behavioral intention and use behavior was found to be stronger among urban users in comparison to their rural counterparts; (6) the connections between perceived ease of use and perceived usefulness, perceived ease of use and behavioral intention, and behavioral intention and use behavior were observed to be stronger among individuals with higher educational backgrounds relative to those with lower educational backgrounds. These findings provide crucial nuanced insights to advance the practical application of ChatGPT, emphasizing the need for enhanced usability and ease of use. However, this study exclusively captured usage behaviors within the Chinese user base. Future investigations could encompass diverse demographics across multiple countries, enabling cross-cultural comparisons. KEYWORDS Technology acceptance model (TAM); ChatGPT; perceived usefulness; perceived ease of use; behavioral intention; use behavior
... Furthermore, to examine the predictive power of the variables, the results showed that AT, PEU, and PU significantly predicted IA (F (3, 376) = 142.14, p < 0.01), with the three variables accounting for 53% of the variance in IA. This finding is in line with previous corroborated research that has shown that attitudes toward Adoption and perceived ease of use are significant predictors of technology adoption (Venkatesh et al., 2003;Davis et al. 1989;Moon and Kim 2001). ...
With billions of users worldwide, mobile apps have become indispensable in the twenty-first century. The shifting dynamics of these apps' usage need research on how customers accept and utilize them. The Technological Acceptance Model (TAM) is a common paradigm for investigating customer acceptance of new technologies like mobile apps. In this study, TAM was employed to evaluate the success of the Haraj mobile app in Saudi Arabia, a popular marketplace for buying and selling things. The study examined users' assessments of the application's value and usability, as well as their attitude and desire to adopt it. Conducted in Saudi Arabia, the study targeted users of the Haraj application, offering everyone using it the opportunity to participate. Following the selection criteria and agreement to participate, 103 individuals completed a survey. Data analysis was performed using statistical software SPSS and Smart-PLS. The study findings revealed that attitudes toward the adoption of the Haraj application, perceived simplicity of use, and perceived usability are major factors influencing individuals' intentions to adopt the mobile application. The findings also emphasize the importance of making mobile apps easy to use and usable to enhance adoption rates. According to the results, Attitude toward Adoption had a strong positive association with both reported ease of use and perceived usability. Furthermore, perceived ease of use and perceived usability both had a substantial positive link with the intention to adopt the application, indicating that when mobile users regard applications as simple to use, they are more inclined to adopt them.
... The extensive use of computer-based technologies in commerce, telecommunications, medicine, banking followed more recently by home entertainment, education and even smart homes justifies the decades long interest and accompanying research work in studying the drivers of technology acceptance and usage (Marikyan and Papagiannidis, 2023, Moon and Kim, 2001, Wang et al., 2021 The earliest model, named the Technology Acceptance Model (TAM), was formulated by F.D. Davis while at the University of Michigan in 1989(Davis, 1989 and sustained that perceived usefulness (PU) and perceived ease of use (PEOU) (see also Venkatesh and Davis, 1996) of a technology are the key determinants of user acceptance other words if a technology is perceived to be useful and easy to use then it is more probable to be adopted. Almost a decade later, Venkatesh and F.D. Davis extended the original TAM to the TAM2 (Venkatesh and Davis, 2000) by adding to the two original core constructs of TAM, perceived usefulness (PU) and perceived ease of use (PEOU), two additional factors: social influence processes (subjective norm, voluntariness, and image) and cognitive instrumental processes (job relevance, output quality, result demonstrability). ...
The digital agriculture adoption strive by farmers could be assimilated with the adoption efforts of the computer technologies (ICT) by their respective users in other professional fields. Therefore, this paper proposes the adaptation of the Unified Theory of Acceptance and Usage of Technology (UTAUT) model to explore the motivations for the use of digital tools by field crop farmers in Romania. The history of TAM and UTAUT is explored as well as the usage of UTAUT2 and UTAUT3 in digital agriculture adoption studies globally. Furthermore, comparison is also made with other farmer studies based on a different research architecture conceived also to explore their motivations to use digital agriculture tools. The proposed model is building on the decades long research and validation of the UTAUT model, and it will be employed in subsequent quantitative studies to evaluate the Romanian farmers’ motivations to embrace the digital agriculture technologies and practices. The paper is the outcome of the individual research done by the author and it was enhanced following academic debates and conference presentations. It is deemed to have a dual applicability, as a field tool for academic research but also provides guidance for companies developing digital tools for farmers in Romania and beyond.
O presente estudo investigou como os processos deuser experience design(UXdesign) são per-cebidos pelos usuários de iPhone levando em consideração a usabilidade da interface e o seuimpacto na percepção e no comportamento de consumo de jovens usuários do Rio de Janeiro.Investigou-se a perspectiva de Solomon (2016) em relação ao comportamento do consumidor noque diz respeito aos conceitos de atitude e percepção, além da ótica de Nielsen (1993) e Norman(1998) quanto às questões técnicas que a UX (experiência do usuário) abrange e, por fim, dascontribuições de Zikmund e Babin (2011) no que tange a realização, tratamento e análise dogrupo focal. As principais contribuições do estudo apontam para a alta relevância de percepçãode alta qualidade da UXdesignem promover experiência de consumo relevante no que abrangequestões relativas à intuitividade, usabilidade, interface de usuário e até mesmo a valores esté-ticos, promovendo a construção de uma fidelidade de longo prazo do usuário com o produto e,consequentemente, com a marca. Esse fato pode ser explicado por o iPhone possuir um sistemaoperacional percebido como de muito fácil uso. Dessa forma, acaba sendo prático para o usuárioter um iPhone para realizar desde suas tarefas de trabalho até as que fazem parte de seu cotidia-no, de maneira rápida e conveniente.
360° videos have yielded satisfactory outcomes in English learning. However, there exists a dearth of research that delves into the efficacy of these videos for self-directed learning of English. This study aimed to investigate the factors that influence students’ use of 360° videos in self-directed learning of English by using the integrative model of behavior prediction as the theoretical background. The study sample consisted of 457 university students from China. A questionnaire was used to collect data. The questionnaire entailed few open questions and 26 items distributed among six factors: Attitudes, self-efficacy, subjective norms, behavioral intention, self-regulated skills, and actual use. SPSS 22.0, JASP, and SmartPLS 4 were used for data analysis. The results revealed significant direct effects of attitudes and self-efficacy on behavioral intention and direct effects of behavioral intention and self-regulated skills on actual behavior. However, the results showed that subjective norms and self-regulated skills did not have a direct effect on the behavioral intention, and that behavioral intention did not affect actual behavior through self-regulated skills. The implementation of 360° videos garnered interest among students for self-directed learning of English. The influence of self-regulatory skills on the utilization of 360° videos is noteworthy, as it may contribute to fostering a sense of ease and comfort among students and other stakeholders.
The objective of this research is to investigate the factors affecting auditors’ attitude towards using audit data analytics (ADAs). This research is mainly based on the technology acceptance model (TAM) combined with the UTAUT theory. The authors suggest that perceived usefulness and perceived ease of use affect ADAs adoption. Data is collected from auditors through a questionnaire that has been validated and is based on previously adopted and validated scales. Our findings reveal a substantial positive link between attitude and perceived usefulness as well as perceived ease. The study was carried out by analyzing data from 194 external auditors froBig4 and non-Big4 companies in Egypt. External characteristics such as compatibility and peer influence were also found great effect on the link between attitude and the perceived usefulness as well as perceived ease of use. Finally, this research suggests that perceived usefulness and perceived ease of use has partial mediating effect the external variables. This study’s findings can act as a potential base for further research on ADAs adoption in different countries. Because it focuses on “The Egyptian context,” this study adds to the Egyptian research agenda in audit studies. The study’s contribution is empirical research of auditors’ attitudes toward ADAs implementation. The findings of this research can guide auditors, researchers, and partners in the auditing industry in today’s dynamic environment.
This study seeks to identify the factors that influence the decision-making process of Vietnamese customers when selecting the Agoda application for booking flight tickets online. The author conducted a survey involving 478 customers who have utilized the AGODA application for online flight ticket bookings. Additionally, a two-step analysis approach was employed, which involved evaluating both the measurement model and the structural model using the SmartPLS software, in order to examine the impact of various factors on customer behavior when choosing the Agoda app. Research results show that (1) Perceived Risk hurts Perceived Usefulness and Perceived Ease of use; (2) Perceived Usefulness and Perceived Ease of use have a positive effect on Behavioral Intention; (3) Behavioral Intention has a positive effect on Actual Purchase Behavior. Furthermore, the findings of the research demonstrate a positive correlation between the perceived ease of use and the perceived usefulness of the application.
The cryptocurrency market size is expected to grow at a CAGR of 7.1% and rise to USD 2.2 billion by 2026 (Forbes 2021). Although cryptocurrencies are becoming more generally accepted globally, their applications are still somewhat limited. This may be due to the risk that discourages people from buying cryptocurrency was examined in the current study. Moreover, this study will examine how residents of Delhi-NCR assess the ease of use, attitude, and purchase intention to comprehend the risk associated with investing in cryptocurrencies. In this study, 75 adults took part in a pilot survey method. Using SmartPLS-SEM, the data analysis was carried out. The results confirm that perceived ease of use and attitude were positively influenced by time and financial risk. This study demonstrated how risk indicators were greatly influenced by age, gender, and cryptocurrency investing. Policymakers would use this finding to regulate the risk involved in cryptocurrency trading.
Purpose
Culture is considered a critical aspect of social media usage. The purpose of this paper is to explore how cultures and languages influence multilingual users' cross-cultural information sharing patterns.
Design/methodology/approach
This study used a crowdsourcing survey with Amazon Mechanical Turk to collect qualitative and quantitative data from 355 multilingual users who utilize two or more languages daily. A mixed-method approach combined statistical, and cluster analysis with thematic analysis was employed to analyze information sharing patterns among multilingual users in the Chinese cultural context.
Findings
It was found that most multilingual users surveyed preferred to share in their first and second language mainly because that is what others around them speak or use. Multilingual users have more diverse sharing characteristics and are more actively engaged in social media. The results also provide insights into what incentives make multilingual users engage in social media to share information related to Chinese culture with the MOA model. Finally, the ten motivation factors include learning, entertainment, empathy, personal gain, social engagement, altruism, self-expression, information, trust and sharing culture. One opportunity factor is identified, which is convenience. Three ability factors are recognized consist of self-efficacy, habit and personality.
Originality/value
The findings are conducive to promoting the active participation of multilingual users in online communities, increasing global resource sharing and information flow and promoting the consumption of digital cultural content.
Purpose
This study aims to investigate the effects of interaction in agricultural product live rooms, including personalization, responsiveness, and entertainment, on consumers’ purchase intention.
Design/methodology/approach
The SOR model has been applied to formulate hypotheses. This study is based on an online survey conducted with a sample of 433 valid questionnaires from Chinese consumers on the TikTok agricultural products live platform. A partial least squares structural equation modeling (PLS-SEM) is used to test the hypotheses.
Findings
The findings indicate that (1) interactions (personalization, responsiveness, and entertainment) in the agricultural products live room have a positive effect on perceived values (utilitarian value, symbolic value, and entertainment value); (2) utilitarian value positively affects purchase intention and mediates the effects of personalization and entertainment interactions on purchase intention, respectively; (3) entertainment value positively influences purchase intention and mediates the influence of entertainment interaction on purchase intention.
Originality/value
This study offers theoretical insights into live marketing of agricultural products and practical implications for practitioners of agricultural products in live streaming commerce.
This research was carried out with the aim of an empirical study of analyzing online buying behavior in Generation Y consumers with intention to buy as a mediating variable. This study uses an explanatory research design with a causality approach. The population used is consumers from the millennial generation. referring to the Indonesian Central Statistics Agency (BPS) (2020) who were aged 21-36 years during the research period. The sample used in this study was 100-200 respondents. Data collection was carried out using a questionnaire. The results of this empirical test show that perceived enjoyment is proven to have a significant positive effect on intention to buy. This means that the higher the respondent's perception of perceived enjoyment, the stronger the respondent's intention to buy. The results show that the simplicity motive is proven to have a significant positive effect on intention to buy. This means that the simplicity motive underlies the intention to buy. The results of the study show that information abundance has been proven to have a significant positive effect on the intention to buy. Which means that changes in intention to buy are influenced by changes in information abundance. The results of this empirical study show that intention to buy is proven to have a significant positive effect on online buying behavior. This means that strengthening the intention to buy causes the growth of online buying behavior.
Son yıllarda e öğrenme ve uzaktan eğitim uygulamaları eğitim sistemi içerisinde sıklıkla yer almaktadır. Bu anlamda özellikle üniversiteler uzaktan eğitim sistemleri ve alt yapılarını daha etkin hâle getirmektedirler. Buna karşın bireylerin bu sistemlere karşı tutumları günümüzde hala tartışılmaktadır. Çünkü öğrenen ve öğretici pozisyonunda bulunan bireylerin bu sistemlere uyum sağlamaları önemlidir. Bununla birlikte uzaktan eğitim sistemini kullanan bireylerin bu sistemlerden elde edecekleri performans bu sistemlerin kabulünde önemli bir yer tutmaktadır. Bu yüzden bu sistemlerden elde edilecek başarı ve performans bu konuda belirleyici olacaktır. Bu doğrultuda uzaktan eğitim sisteminin başarısını etkileyen faktörler bu araştırmada ele alınmıştır. Teknoloji Kabul Modeli ve Bilgi Sistemleri Başarı Modeli çerçevesinde uzaktan eğitim sistemi kullanan öğrencilerin elde ettikleri bireysel performans ve sistemi kullanma niyetlerini etkileyen faktörler incelenmiştir. Araştırmada bilgi kalitesi, sistem kalitesi, sistem etkileşimi, algılanan eğlence, algılanan memnuniyet, kullanım niyetleri ve bireysel performans değişkenleri ele alınmıştır. Katılımcılardan elde edilen veriler yapısal eşitlik modellemesi altında değerlendirilmiştir. Buna göre bireysel performansı elde etmede bilgi kalitesi ve sistem kalitesi yetersiz kalırken diğer yapılar ise olumlu yönde etkili olmuştur.
Since consumers’ impulse buying intentions can be easily completed via mobile platforms, impulse buying of travel products has become more common. Hence, this study aimed to understand how mobile tourism applications affect travelers’ impulse purchase behaviors. Utilizing the S-O-R framework and distinguishing environmental stimuli and consumer behaviors, this study proposed a conceptual model and hypotheses to investigate the relationship between usability, information effectiveness, emotional arousal, and impulsive purchase intentions in the context of mobile applications. Based on 63 responses, the experiment applied neuroscience methods and found that information effectiveness positively affected impulsive purchase intentions, while usability and emotional arousal did not have significant effects. Hence, results offer practical insights into the development of travel applications and extend the S-O-R framework with the inclusion of emotional arousal.
Implementing empathy to healthcare chatbots is considered promising to create a sense of human warmth. However, existing research frequently overlooks the multidimensionality of empathy, leading to an insufficient understanding if artificial empathy is perceived similarly to interpersonal empathy. This paper argues that implementing experiential expressions of empathy may have unintended negative consequences as they might feel inauthentic. Instead, providing instrumental support could be more suitable for modeling artificial empathy as it aligns better with computer-like schemas towards chatbots. Two experimental studies using healthcare chatbots examine the effect of empathetic (feeling with), sympathetic (feeling for), and behavioral-empathetic (empathetic helping) vs. non-empathetic responses on perceived warmth, perceived authenticity, and their consequences on trust and using intentions. Results reveal that any kind of empathy (vs. no empathy) enhances perceived warmth resulting in higher trust and using intentions. As hypothesized, empathetic, and sympathetic responses reduce the chatbot's perceived authenticity suppressing this positive effect in both studies. A third study does not replicate this backfiring effect in human-human interactions. This research thus highlights that empathy does not equally apply to human-bot interactions. It further introduces the concept of ‘perceived authenticity’ and demonstrates that distinctively human attributes might backfire by feeling inauthentic in interactions with chatbots.
Purpose
Online impulsive purchasing is growing exponentially, and website-related factors play a substantial role in this phenomenon. This study provides a comprehensive and integrative framework encompassing a variety of website-related factors influencing impulsive purchase behaviour.
Design/methodology/approach
The study is a systematic literature review, which includes literature search from two prominent databases. This article consolidates the results of 60 relevant research papers, and thematic analysis is performed on various website-related aspects classified into five research topics.
Findings
The different website qualities have been classified into broad themes and their role in online impulse buying has been explored. The antecedents, moderators, mediators, and outcomes are portrayed in an integrated research framework. Possible research gaps have been identified, and a future research agenda has been proposed, representing potential research areas.
Research limitations/implications
As we have included only studies published in the English language, this review may be limited by language bias. Relevant research published in other languages might have been excluded.
Practical implications
This literature review may provide management insights to marketers and practitioners managing online retail websites. To sustain an online business in the long term, it is critical for online retailers to have a thorough understanding of all conceivable website stimuli and develop them in a way that compels consumers to make impulsive purchases.
Originality/value
This study represents an original contribution to the realm of systematic literature reviews. To the best of our knowledge, this is the first SLR that elaborately delineates the influence of website-related factors on online impulse buying behaviour.
Bu araştırmanın amacı, ekstrem sporcularda rekreasyonel akış deneyiminin algılanan
esenlik üzerindeki etkisini tespit etmektir. Nicel araştırma yönteminden yararlanılarak
tasarlanmış bu çalışmada ilişkisel tarama modeli kullanılmıştır. Araştırma grubunun
seçiminde gönüllülük esasına dayalı olarak olasılığa dayalı olmayan örnekleme
çeşitlerinden kolayda örnekleme tekniğinden yararlanılmıştır. Araştırma grubunu hava,
kara ve suda yapılan ekstrem spor branşlarından en az birini yapan 532 kişi
oluşturmaktadır. Araştırma verileri çevrim içi anket tekniğinden yararlanılarak elde
edilmiştir. Veri toplama aracı olarak araştırmacı tarafından geliştirilen “Kişisel Bilgi
Formu”, Alpullu ve Ak (2020a) tarafından geliştirilen “Alpak Akış Ölçeği” ve Adams ve
diğ. (1997) tarafından geliştirilen ve Memnun (2006) tarafından güvenilirlik ve geçerlilik
çalışması yapılarak Türkçeye uyarlanan “Algılanan Esenlik Ölçeği (Perceived Wellness
Scale)” kullanılmıştır. Elde edilen veriler SPSS 24.0 paket programından yararlanılarak
analiz edilmiştir. Katılımcıların demografik özelliklerini belirlemek amacıyla betimsel
istatistiklerden yararlanılmıştır. Araştırmada kullanılan ölçeklerin güvenilirliğini test
etmek için cronbach’s alfa katsayıları hesaplanmıştır. Yapılan normallik analizi
sonucunda araştırma verilerinin normal dağıldığı tespit edilmiş ve verilerin analizinde
parametrik analiz tekniklerinden yararlanılmıştır. Akış deneyimi ve esenlik algısı
arasındaki ilişkinin tespit edilmesi için Pearson Korelasyon analizi uygulanmıştır.
Rekreasyonel akış deneyiminin esenlik algısı üzerindeki etkisini belirlemek amacıyla
Çoklu Doğrusal Regresyon analizi uygulanmıştır. AAÖ ve AEÖ değişkenlerinin gruplar
arası farklılık gösterip göstermediğini tespit etmek amacıyla Bağımsız Örneklem T-Testi
ve Tek Yönlü Varyans Analizi (One-Way ANOVA) yapılmıştır. Araştırma bulgularına
göre, aktivite esnasındaki kaygı ve sıkılma alt boyutunun algılanan esenlik alt boyutları
ile negatif, tanışma ve akış boyutunun algılanan esenlik alt boyutları ile pozitif bir ilişki
içerisinde olduğu tespit edilmiştir. Regresyon analizi sonuçlarına göre sıkılma alt
boyutunun algılanan esenlik alt boyutları üzerinde anlamlı bir etkisinin bulunmadığı
tespit edilmiştir. Tanışma alt boyutunun psikolojik, duygusal, fiziksel ve entelektüel
esenlik algısı üzerinde pozitif, kaygı boyutunun algılanan esenliğin tüm boyutları
üzerinde negatif etkisi olduğu belirlenmiştir. Ayrıca akış alt boyutunun algılanan
esenliğin tüm boyutları üzerinde pozitif yönde anlamlı bir etkisi olduğu tespit edilmiştir.
Sonuç olarak ekstrem spor esnasında yaşanılan kaygı durumunun esenlik algısını olumsuz
yönde, aktiviteye yönelik tanışma durumundaki tutum ile rekreasyonel akış deneyiminin
esenlik algısını olumlu yönde etkileyeceği tespit edilmiştir.
A dynamic business environment and intense competition require companies to create numerous incentives for consumers to keep them loyal. Various incentives are available to marketing managers. Their combination depends on the company's goals on the one hand and consumer characteristics on the other. Loyalty programs have traditionally been based on financial incentives aimed at the average consumer. The means on which modern loyalty programs are based are more diverse and complex, and are often based on information technology. They are focused on personalization, that is, the creation of incentives for the individual consumer and the dominant provision of hedonic and symbolic values. The goal of such programs is consumer loyalty to the company/brand, not to the program itself. Starting from the differences between traditional and modern consumer loyalty programs, the author's intention in the paper is to investigate the impact of both programs on consumer loyalty. The impact of traditional programs on consumer loyalty was investigated through financial benefits, flexibility and program reliability, and the impact of modern loyalty programs through personalization, social benefits and gamification. Additionally, the paper analyzed the moderating role of gender and age as consumer demographic characteristics on the degree of loyalty to the program itself and loyalty to the company/brand. Identified relationships between the investigated variables enabled a comparison with the results of existing research and the formulation of recommendations necessary for managing consumer loyalty.
A study developed and validated new scales for perceived usefulness and perceived ease of use, which were hypothesized to be fundamental determinants of user acceptance. The definitions of the 2 variables were used to develop scale items that were pretested for content validity. The items were then tested for reliability and construct validity in 2 studies involving a total of 152 users and 4 application programs. After refining and streamlining the measures, the resulting 2 scales of 6 items each demonstrated reliabilities of .98 for usefulness and .94 for ease of use. The scales also exhibited high convergent, discriminant, and factorial validity. In both studies, usefulness had a greater correlation with usage behavior than did ease of use, though both were significantly correlated with current usage and future usage. Regression analyses suggest that perceived ease of use may actually be a casual antecedent to perceived usefulness, as opposed to a direct determinant of system usage.
Discusses the psychometric properties of the Children's Playfulness Scale (CPS; L. A. Barnett; see record
1991-11480-001). The identification of 5 underlying components of the playfulness construct (physical spontaneity, social spontaneity, cognitive spontaneity, manifest joy, and sense of humor) are specified and validated. Factor-analytic procedures confirmed the existence of the general playfulness factor and the 5 dimensions, and reproduced the same factor structure and pattern across independent samples and raters and across 2 types of response format. The relationship between the CPS and other extant play measures was explored. The CPS appears to be a viable measure of young children's playful predispositions. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Used 5 dimensions of play (manifest joy; sense of humor; and physical, social, and cognitive spontaneity) postulated by J. N. Lieberman (1965, 1966, 1977) to develop an instrument for measuring playfulness. 26 experts in children's play and 9 experts in questionnaire development assessed the content validity of the instrument. Teachers from 7 day care centers completed the playfulness instrument for 388 children (aged 29–61.5 mo) of normal intelligence, from intact homes where both parents were present, and of middle socioeconomic status (SES). Teachers also completed playfulness instruments for each child at 1- and 3-mo follow-ups. The playfulness instrument was a reliable and valid measure of a child's predisposition to approach the environment in a playful way. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Computer systems cannot improve organizational performance if they aren't used. Unfortunately, resistance to end-user systems by managers and professionals is a widespread problem. To better predict, explain, and increase user acceptance, we need to better understand why people accept or reject computers. This research addresses the ability to predict peoples' computer acceptance from a measure of their intentions, and the ability to explain their intentions in terms of their attitudes, subjective norms, perceived usefulness, perceived ease of use, and related variables. In a longitudinal study of 107 users, intentions to use a specific system, measured after a one-hour introduction to the system, were correlated 0.35 with system use 14 weeks later. The intention-usage correlation was 0.63 at the end of this time period. Perceived usefulness strongly influenced peoples' intentions, explaining more than half of the variance in intentions at the end of 14 weeks. Perceived ease of use had a small but significant effect on intentions as well, although this effect subsided over time. Attitudes only partially mediated the effects of these beliefs on intentions. Subjective norms had no effect on intentions. These results suggest the possibility of simple but powerful models of the determinants of user acceptance, with practical value for evaluating systems and guiding managerial interventions aimed at reducing the problem of underutilized computer technology.
The paper reviews traditional attributional explanations for the over-justification effect in task motivation, isolates their weaknesses, and proposes an alternative account based on the notion that individuals process task information schematically. It is proposed that task information relating to motivation is interpreted by cognitive schema or templates, which identify tasks as being either instrumental or expressive in nature. When the expressive template is evoked, the task is perceived to be playlike and is experienced as inherently motivating. When the instrumental template is evoked, the task is perceived as a means to an end and task motivation results from the perceived value of the task for attaining intrinsic and/or extrinsic rewards. Structural characteristics of these templates are proposed. According to this account, overjustification effects occur when the perceived characteristics of tasks change such that the expressive template is replaced by the instrumental template and expressive motivation is transformed into instrumental motivation.
Usefulness and ease of use (EOU) are both believed to be important factors in determining the acceptance and use of information systems. Yet, confusion exists regarding the relationship between these two constructs and the relative importance of each in relation to use. Usefulness is seen as a function of task/tool fit, while EOU is viewed as a task-independent construct reflecting intrinsic properties of the user interface. This paper presents the results of a field study illustrating the hazards of focusing on EOU and overlooking usefulness. Based on the study, the authors suggest that perceived EOU may be a function of task/tool fit.
Information systems (IS) cannot be effective unless they are used. However, people sometimes do not use systems that could potentially increase their performance. This study compares two models that predict an individual's intention to use an IS: the technology acceptance model (TAM) and the theory of planned behavior (TPB). The comparison was designed to be as fair as possible, not favoring one model over the other. Both TAM and TPB predicted intention to use an IS quite well, with TAM having a slight empirical advantage. TAM is easier to apply, but only supplies very general information on users' opinions about a system. TPB provides more specific information that can better guide development.
Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions for these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited high convergent, discriminant, and factorial validity. Perceived usefulness was significantly correlated with both self-reported current usage (r=.63, Study 1) and self-predicted future usage (r =.85, Study 2). Perceived ease of use was also significantly correlated with current usage (r=.45, Study 1) and future usage (r=.59, Study 2). In both studies, usefulness had a significantly greater correlation with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecedent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
Thesis (Ph. D.)--Massachusetts Institute of Technology, Sloan School of Management, 1986. Includes bibliographical references (leaves 233-250). Photocopy.
Self-perception theory predicts that intrinsic and extrinsic motivation do not combine additively but rather interact. To test this predicted interaction, intrinsic and extrinsic motivation were both manipulated as independent variables in an experiment with 40 undergraduate males. Ss completed puzzles under payment or nonpayment conditions. Results reveal a significant interaction for task satisfaction and a trend for the interaction on a behavioral measure. Results are discussed in terms of a general approach to the self-perception of motivation. (25 ref) (PsycINFO Database Record (c) 2006 APA, all rights reserved).
I: Background.- 1. An Introduction.- 2. Conceptualizations of Intrinsic Motivation and Self-Determination.- II: Self-Determination Theory.- 3. Cognitive Evaluation Theory: Perceived Causality and Perceived Competence.- 4. Cognitive Evaluation Theory: Interpersonal Communication and Intrapersonal Regulation.- 5. Toward an Organismic Integration Theory: Motivation and Development.- 6. Causality Orientations Theory: Personality Influences on Motivation.- III: Alternative Approaches.- 7. Operant and Attributional Theories.- 8. Information-Processing Theories.- IV: Applications and Implications.- 9. Education.- 10. Psychotherapy.- 11. Work.- 12. Sports.- References.- Author Index.
This chapter discusses various investigations that use play as a setting in which physical, social, emotional, and cognitive aspects of behavior are tested. It also presents those studies that are concerned with play itself as a legitimate area of analysis. It also presents the research that deals with the salient aspects of play even in a nonplay setting. The majority of studies, especially those with an experimental framework, focus on the reaction of the consumer of humor. One advantage of viewing sense of humor within the playfulness conceptualization is that it allows to examining the individual not only as a consumer of humor but also as its producer. By stipulating that there is a behavior syndrome that encompasses humor, joy, and spontaneity, the natural linkings of these three dimensions are underlined. Psychological distancing in humor, the focus on the producer of humor in natural settings, the relationship of humor to cognitive mastery, and the existence of friendly wit are the specific findings supporting the conceptualization of playfulness.
We develop a theory-based measure of adults' playfulness, the Adult Playfulness Scale. Five studies, conducted in laboratory and field sites with over 300 individuals, examine the psychometric properties and correlates of playfulness. As expected, playfulness relates to a set of psychological traits, including cognitive spontaneity and creativity, as well as to functional orientation and rank. No definitive relationships were found, however, between adults' playfulness and gender or age, but playfulness related positively to work outcomes, including task evaluations, perceptions, involvement, and performance, and provided more predictive efficacy than other psychological constructs studied here. Finally, the Adult Playfulness Scale demonstrates good reliability and shows promise for the study of playfulness in the workplace.
This study examines the influence of the individual characteristic of playfulness on the use of the World Wide Web (WWW). Previous research suggests that microcomputer playfulness has an effect on computer usage in general, and we found support for a similar relationship in WWW use. Two samples of students were surveyed in this study; one consisting of undergraduate students and the other comprised of graduate students. Our findings also suggest that both intrinsic and extrinsic factors affect WWW use differentially for entertainment purposes and for course work purposes. Our study confirms previous research in that we found that ability to use the computer has a positive effect on WWW usage.
In spite of a substantial number of observations to the contrary, some behavioral scientists have concluded that salient extrinsic reinforcers not only do not maintain or support task behavior, they decrease or extinguish it by somehow destroying or impairing “intrinsic motivation.” In this study it was once again demonstrated that when behavior is sustained in a task setting in the apparent absence of salient extrinsic reinforcers, quite subtle but nevertheless palpable response-produced stimulus changes are found to be involved. Moreover, when a signaled extrinsic monetary reinforcement contingency was applied, it not only did not impair the effects of the intrinsic reinforcers, it produced a significant increase in task performance during the time the extrinsic reinforcement contingency prevailed, and it did not produce a decrement in self-reports of task attractiveness nor in performance during a discretionary period in which the contingency had been deliberately withdrawn. We conclude that there is little reason to believe that the design and implementation of effective extrinsic reinforcement contingencies will destroy one's pride in one's work, the intrinsic worth or meaningfulness of the job, or one's “intrinsic motivation” to perform it.
A study was conducted to test the proposition that the overjustification effect is a result of the interaction of two distinct task interpretations. It was argued that intrinsic and extrinsic motives might best be viewed as cognitive representations of task situations involving multiple task associates. It was predicted that by altering the salience of intrinsic and extrinsic task information, it would be possible to change the effects of an extrinsic reward on intrinsic motivation. The results indicated taht when task rewards were interpreted from within an intrinsic task representation, they did not undermine an individual's free-choice task activity. The results are discussed in terms of recent work in cognitive psychology.
This study investigates the effects of multiple variables on user evaluation and perceived impacts of electronic mail and voice mail systems. It introduces flow as an important construct that characterizes perceptions of employee interactions with computer-mediated communication technologies as more or less playful and exploratory. Flow is hypothesized to be influenced by the technology (higher for electronic mail), ease of use, and computer skill. It is also proposed that flow, type of technology, perceived technology characteristics (ease of use), and organizational factors (management support, communication partners' medium use) positively influence employee evaluations and perceived impacts. A field survey was conducted at a large health care firm that had recently adopted both electronic mail and voice mail. The LISREL results provide mixed support for the hypotheses.
Calls for new directions in MIS research bring with them a call for renewed methodological rigor. This article offers an operating paradigm for renewal along dimensions previously unstressed. The basic contention is that confirmatory empirical findings will be strengthened when instrument validation precedes both internal and statistical conclusion validity and that, in many situations, MIS researchers need to validate their research instruments. This contention is supported by a survey of instrumentation as reported in sample IS journals over the last several years. A demonstration exercise of instrument validation follows as an illustration of some of the basic principles of validation. The validated instrument was designed to gather data on the impact of computer security administration on the incidence of computer abuse in the U.S.A.
This study examined the effects of two main factors affecting microcomputer technology acceptance: perceived usefulness and perceived fun. We examined whether users are motivated to accept a new technology due to its usefulness or fun. Results of this study suggest that perceived usefulness is more influential than perceived fun in determining whether to accept or reject microcomputer technology. We also examined the impact of computer anxiety on acceptance. Results showed that computer anxiety had both direct and indirect effects on user acceptance of microcomputer technology, through perceived usefulness and fun. We also found attitude (satisfaction) to be less influential than perceived usefulness and fun. Implications for the design and acceptance of microcomputer technology and future research are discussed.
Structural equation modeling (SEM) using LISREL, EOS, PLS, or other second genration data analysis techniques is increasingly being applied in MIS research. These techniques are important because they provide powerful ways to address key IS research problems such as understanding IT usage. However, they may lead to inappropriate conclusions if statistical criteria are permitted to drive analysis and override substantive understanding of a problem. The purpose of this note is to suggest the need for caution in the application of structural equation modeling and, in particular, to emphasize the need for substantive knowledge to drive modeling, exploration, and interpretation of results. The application of SEM in the absence of well-developed substantive knowledge can lead to equivocal results and may distract researchers from promising research paths.
A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.
Classic and contemporary methods for analyzing construct validity are compared and contrasted through reanalyses of data from the organizational research literature to establish a basis for assessing the validity of measures used in organizational research. Campbell and Fiske's (1959) criteria are found to be lacking, particularly in their assumptions, diagnostic information, and power. Confirmatory factor analysis (CFA) is shown to overcome most limitations inherent in Campbell and Fiske's procedures. Nevertheless, two potential shortcomings are identified with the CFA method: the confounding of random error with measure-specific variance and the inability to test for interactions between traits and methods. Three alternative methods are presented for addressing the former issue, and the direct product model is described as a solution to the latter. The techniques considered herein go farther than currently used procedures for enhancing our ability to ascertain the validity of variables commonly studied in organizational research.
Previous research indicates that perceived usefulness is a major determinant and predictor of intentions to use computers in the workplace. In contrast, the impact of enjoyment on usage intentions has not been examined. Two studies are reported concerning the relative effects of usefulness and enjoyment on intentions to use, and usage of, computers in the workplace. Usefulness had a strong effect on usage intentions in both Study 1, regarding word processing software (β=.68), and Study 2, regarding business graphics programs (β=.79). As hypothesized, enjoyment also had a significant effect on intentions in both studies, controlling for perceived usefulness (β=.16 and 0.15 for Studies 1 and 2, respectively). Study 1 found that intentions correlated 0.63 with system usage and that usefulness and enjoyment influenced usage behavior entirely indirectly through their effects on intentions. In both studies, a positive interaction between usefulness and enjoyment was observed. Together, usefulness and enjoyment explained 62% (Study 1) and 75% (Study 2) of the variance in usage intentions. Moreover, usefulness and enjoyment were found to mediate fully the effects on usage intentions of perceived output quality and perceived ease of use. As hypothesized, a measure of task importance moderated the effects of ease of use and output quality on usefulness but not on enjoyment. Several implications are drawn for how to design computer programs to be both more useful and more enjoyable in order to increase their acceptability among potential users.
A field experiment of 68 full-time employees studied the effects of performance feedback and cognitive playfulness (that is, cognitive spontaneity in human-computer interactions) on microcomputer training performance. In addition, this research examined the impacts of performance feedback and cognitive playfulness on software efficacy perceptions and on a variety of affective outcomes, including satisfaction with feedback, satisfaction with training, and positive mood. The findings suggest that positive feedback generally results in higher test performance and more positive affective outcomes, than does negative feedback. Similarly, employees higher in cognitive playfulness demonstrated higher test performance and more positive affective outcomes than those lower in cognitive playfulness. Finally, a significant feedback × playfulness interaction on test performance was found. Specifically, employees lower in cognitive playfulness benefited more from the positive feedback than did those higher in cognitive playfulness. Implications for practice and future research are discussed.
As key components of Davis's technology acceptance model (TAM), the perceived usefulness and perceived ease-of-use instruments are widely accepted among the MIS research community as tools for evaluating information system applications and predicting usage. Despite this wide acceptance, a series of incremental cross-validation studies have produced conflicting and equivocal results that do not provide guidance for researchers or practitioners who might use the TAM for decision making. Using a sample of 902 “initial exposure” responses, this research conducts: (1) a confirmatory factor analysis to assess the validity and reliability of the original instruments proposed by Davis, and (2) a multigroup invariance analysis to assess the equivalence of these instruments across subgroups based on type of application, experience with computing, and gender.
In contrast to the mixed results of prior cross-validation efforts, the results of this confirmatory study provide strong support for the validity and reliability of Davis's sixitem perceived usefulness and six-item ease-of-use instruments. The multigroup invariance analysis suggests the usefulness and ease-of-use instruments have invariant true scores across most, but not all, subgroups. With notable exemptions for word processing applications and users with no prior computing experience, this research provides evidence that the item-factor loadings (true scores) are invariant across spread sheet, database, and graphic applications. The implications of the results for managerial decision making are discussed.
During the past decade, two significant models of information technology (IT) utilization behavior have emerged in the MIS literature. These two models, the technology acceptance model (TAM) and the task–technology fit model (TTF), provide a much needed theoretical basis for exploring the factors that explain software utilization and its link with user performance. These models offer different, though overlapping perspectives on utilization behavior. TAM focuses on attitudes toward using a particular IT which users develop based on perceived usefulness and ease of use of the IT. TTF focuses on the match between user task needs and the available functionality of the IT. While each of these models offers significant explanatory power, a model that integrates constructs from both may offer a significant improvement over either model alone. We discuss the theoretical foundation of both these models and present a theoretical rationale for an integrated model. The result is an extension of TAM to include TTF constructs. We test our integrated IT utilization model using path analysis. Our integrated model provides more explanatory power than either model alone. Research using the integrated model should lead to a better understanding of choices about using IT.
This study focuses on both intrinsic (i.e. perceived enjoyment) and extrinsic (i.e. perceived usefulness) motivation for the use of the Internet. An electronic Webpage survey was used to collect the data required for this study. A total of 1370 usable responses were obtained. Results indicated that local Internet users used the Internet mainly because they perceived the Internet to be more useful to their job tasks and secondarily, because it is enjoyable and easy to use. Findings demonstrated that while perceived usefulness had consistently strong effects on all usage dimensions (frequency of Internet usage, daily Internet usage and diversity of Internet usage), perceived ease of use and perceived enjoyment affected each specific usage dimension differently.
First, a number of previous theories of intrinsic motivation are reviewed. Then, several studies of highly motivating computer games are described. These studies focus on what makes the games fun, not on what makes them educational. Finally, with this background, a rudimentary theory of intrinsically motivating instruction is developed, based on three categories: challenge, fantasy, and curiosity.
Challenge is hypothesized to depend on goals with uncertain outcomes. Several ways of making outcomes uncertain are discussed, including variable difficulty level, multiple level goals, hidden information, and randomness. Fantasy is claimed to have both cognitive and emotional advantages in designing instructional environments. A distinction is made between extrinsic fantasies that depend only weakly on the skill used in a game, and intrinsic fantasies that are intimately related to the use of the skill. Curiosity is separated into sensory and cognitive components, and it is suggested that cognitive curiosity can be aroused by making learners believe their knowledge structures are incomplete, inconsistent, or unparsimonious.
Past research on playfulness in human—computer interactions has demonstrated that computers can encourage playfulness and that playfulness can have positive and negative work-related consequences. Thus, playfulness in human—computer interactions represents a potentially important topic for information systems research. This article first defines playfulness in human-computer interactions in terms of Csikszentmihalyi's (1975) flow theory and explores the dimensionality of the flow construct. Second, it reports the results of two studies conducted to investigate the factor structure and correlates of flow in human-computer interactions. Finally, implications are discussed.
The Technology Acceptance Model (TAM) represents an important
theoretical contribution toward understanding IS usage and IS acceptance
behaviors. However, as noted by several IS researchers, TAM is
incomplete in one important respect: it doesn't account for social
influence in the adoption and utilization of new information systems.
Davis (1986) and Davis et al. (1989) noted that it is important to
account for subjective norm (SN), the construct denoting social
influence. However, they observed that the conceptualization of SN based
on TRA (Theory of Reasoned Action) has theoretical and psychometric
problems. Specifically, they observed that it is difficult to
distinguish if usage behavior is caused by the influence of referents on
one's intent or by one's own attitude. They suggested that this problem
may be circumvented by using an alternative theoretical basis for
conceptualizing SN, specifically in terms of Kelman's (1958, 1961)
processes of social influence (compliance, identification and
internalization). Within the context of organizational enterprisewide
implementation and adoption of collaboration and communication
technologies, this study establishes theoretical and empirical bases for
the above conceptualization originally suggested by Davis and his
colleagues. The construct of social influence is operationalized in
terms of Kelman's processes of internalization, identification and
compliance. Analyses of field study data provide evidence of the
reliability and validity of the proposed constructs, factor structures
and measures. The findings enable future researchers to account for
social influence in further investigating TAM
This study examines the influence of the individual characteristic of playfulness on the use of the World Wide Web (WWW). Previous research suggests that microcomputer playfulness has an effect on computer usage in general, and we found support for a similar relationship in WWW use. Two samples of students were surveyed in this study; one consisting of undergraduate students and the other comprised of graduate students. Our findings also suggest that both intrinsic and extrinsic factors affect WWW use differentially for entertainment purposes and for course work purposes. Our study confirms previous research in that we found that ability to use the computer has a positive effect on WWW usage.
Survey data gathered from 471 professionals and managers in 62 companies in North America were used to test a motivational model of microcomputer usage. The model synthesized prior research findings and proposed that perceived usefulness, perceived fun/enjoyment, and social pressure would motivate increased use of microcomputers by professionals and managers. Results provided substantial support for the proposition that perceived usefulness (rather than perceived fun or social pressure) is the principal motivator. The findings also demonstrated that perceived complexity is a key intervening variable linking the antecedent variables (skills, organizational support, and organizational usage) with the three motivational variables. The results also suggested that skills play a critical role in affecting microcomputer usage. Skills directly promote microcomputer usage and influence usage through their effects on perceived usefulness, perceived enjoyment, and social pressure. The findings of the study contribute to an expanded understanding of the factors that promote microcomputer usage and also have important implications for the management of information systems.
Microcomputer playfulness represents the degree of cognitive spontaneity in microcomputer interactions. Research on the general characteristic of playfulness has demonstrated relationships with measures such as creativity and exploration. Thus, with the widespread diffusion of computers in organizations, research in microcomputer playfulness can have significant practical implications for organizations. Five independent studies involving more than 400 participants provided initial evidence for the construct validity of a microcomputer playfulness measure with respect to its factor structure, internal consistency reliability, concurrent validity, discriminant validity, predictive validity, predictive efficacy, and test-retest reliability. As hypothesized, the measure related positively to computer attitudes, anxiety, competence, and efficacy, and did not relate to gender or age. In addition, the measure related positively to training outcomes of learning, mood, involvement, and satisfaction. Further, the evidence suggests the predictive efficacy of microcomputer playfulness as compared to other variables, such as computer anxiety and attitudes. Consequently, the findings indicate that researchers should focus more attention on positive influences on human-computer interaction, such as microcomputer playfulness, rather than on negative influences, such as computer anxiety.
This paper presents the findings of two studies that replicate previous work by Fred Davis on the subject of perceived usefulness, ease of use, and usage of information technology. The two studies focus on evaluating the psychometric properties of the ease of use and usefulness scales, while examining the relationship between ease of use, usefulness, and system usage. Study 1 provides a strong assessment of the convergent validity of the two scales by examining heterogeneous user groups dealing with heterogeneous implementations of messaging technology. In addition, because one might expect users to share similar perspectives about voice and electronic mail, the study also represents a strong test of discriminant validity. In this study a total of 1 18 respondents from 10 different organizations were surveyed for their attitudes toward two messaging technologies: voice and electronic mail. Study 2 complements the approach taken in Study 1 by focusing on the ability to demonstrate discriminant validity. Three popular software applications (WordPerfect, Lotus 1-2-3, and Harvard Graphics) were examined based on the expectation that they would all be rated highly on both scales. In this study a total of 73 users rated the three packages in terms of ease of use and usefulness. The results of the studies demonstrate reliable and valid scales for measurement of perceived ease of use and usefulness. In addition, the paper tests the relationships between ease of use, usefulness, and usage using structural equation modelling. The results of this model are consistent with previous research for Study 1, suggesting that usefulness is an important determinant of system use. For Study 2 the results are somewhat mixed, but indicate the importance of both ease of use and usefulness. Differences in conditions of usage are explored to explain these findings.
The dimensionality and correlates of flow in human-computer interactions, Computer Process Modeling and Customer Rela-tionship Management
- J Webster
- L K Trevino
- L Ryan
J. Webster, L.K. Trevino, L. Ryan, The dimensionality and correlates of flow in human-computer interactions, Computer Process Modeling and Customer Rela-tionship Management. He has published in Communications of the ACM, Information & Management, Database, Journal of MIS, and Information Systems Management, etc.