Julian Lin

Understanding competing application usage with the theory of planned behavior

User acceptance models such as the technology acceptance model, the theory of reasoned action, and the theory of planned behavior have been widely used to study a specific information system, a group of systems, or even computers in general. This study examines the usage of competitive information systems. It applies the theory of planned behavior (TPB) in a comparative frame of reference model (relative model) in which relative attitude, relative subjective norm, relative intention, and relative usage are examined. The study is set in the context of two instant messaging technologies. Based on a survey from 300 instant messaging users, the effects of attitude and subjective norm on intention in each model were different (i.e., when TPB is tested once for each application). This confirms that the behavioral model can show different effects for competitive products. In addition, correct competitive answers were given by the relative model; however, these may differ from the answers found from a single application model. The authors show the importance of studying the relative model for competitive products.

The Moderating Effects of Utilitarian and Hedonic Values on Information Technology Continuance

This study examines how the nature of technology affects users’ intention to continue using information technologies. It proposes an extended technology acceptance model, with perceived ease of use, perceived usefulness and pleasure affecting the intention to continue using a technology. We hypothesized that these effects are moderated by the technology’s utilitarian and hedonic values. The model was validated for smartphone functions. A user survey showed that perceived ease of use significantly affected the intention to continue using only for high-utilitarian functions, whereas pleasure affected the intention to continue using only for high-hedonic functions. The effect of perceived ease of use on perceived usefulness was stronger for high-utilitarian than for low-utilitarian functions. The effect of pleasure on perceived usefulness was stronger for high-hedonic than for low-hedonic functions. The results suggest that marketing should consider the nature of the functions.

Understanding Competing Web Application Platforms: An Extended Theory of Planned Behavior and its Relative Model

Despite many competing software systems being offered by different vendors, studies in information technology (IT) adoption rarely look at the adoption of competing products. We develop an extended theory of planned behavior (TPB), drawn from social psychology and marketing theories, to predict choice intention and subsequently the choice of two products. The extended TPB is used to compare the two products in a single analysis using relative values. The study is set in the context of two web application platforms: Microsoft and Java. A survey shows that the relative model can explain a high percentage of the variance in choice intention and actual choice. The results suggest that each product may have its own forte, with a different set of important factors. Applying the relative model to examine competing products can capture different dimensions and strengths to differentiate impacts on choice of alternative products. Factors that appear to be important for single-product analyses may not be important in a relative analysis. This highlights the importance of having a relative model study over separate single-product studies.

Understanding the Beliefs and Intentions in Search and Purchase Functions in an E-Commerce Web Site

Many e-commerce Web sites provide multiple functions, such as a product search function, an online purchase function, an order tracking function, and for downloadable software products, a product delivery function. It is important to assess how perceptions of a peripheral function affect perceptions of the core purchase function that locks in revenue. In this study, we examine how the search function of an e-commerce site affects its purchase function. Further, we categorize research on function-based analysis into three progressive stages, depending on whether behavioral intention and beliefs are considered for separate functions and whether these concepts are related across functions. Based on purchase decision process, goal-oriented and experiential behaviors, and task-dependency process, we hypothesize that each search construct has a direct effect on its corresponding purchase construct. A survey supports the hypothesis. An excellent search function can increase purchase intention, and ultimately contribute to the revenue of e-commerce sites.

A Tale of Four Functions in a Multifunctional Device: Extending Implementation Intention Theory

Research problem: This study examines functions in a multifunctional device, the smartphone. Specifically, it explores (1) to what extent does the theory of planned behavior capture user evaluation of different functions? (2) to what extent does pleasure have positive effects on intentions of different functions? (3) to what extent could the implementation intention theory identify the important functions? Literature review: To answer these questions, we look at the Theory of Planned Behavior which has been used to examine a single function device and test the predictability of the theory for a multifunctional system. We also review the Implementation Intention Theory and test the predictability of the theory for identifying important functions. Methodology: A quantitative survey of more than 200 smartphone owners in information-technology shopping malls and customer service centers for major smartphone brands was conducted. Results: The results from the data collected show that the theory of planned behavior and the additional pleasure construct explain more than 50% of the variance in intentions. The effect of pleasure on intention varies from one function to another. In general, pleasure shows much stronger effects for high-hedonic functions than for low-hedonic functions. In addition, the Implementation Intention Theory reveals that phone and organizer are the most important functions. Implications: These results contribute to research on multifunctional systems and communication technology, the Theory of Planned Behavior, the Implementation Intention Theory, and to the practitioners. However, the results of this study may be somewhat limited to users in a modern city. Future research could extend this study to include a task dimension, to compare different technologies and their functions, and to look at modality preferences.