Shirley Taylor

Understanding Information Technology Usage: A Test of Competing Models

The Technology Acceptance Model and two variations of the Theory of Planned Behavior were compared to assess which model best helps to understand usage of information technology. The models were compared using student data collected from 786 potential users of a computer resource center. Behavior data was based on monitoring 3,780 visits to the resource center over a 12-week period. Weighted least squares estimation revealed that all three models performed well in terms of fit and were roughly equivalent in terms of their ability to explain behavior. Decomposing the belief structures in the Theory of Planned Behavior provided a moderate increase in the explanation of behavioral intention. Overall, the results indicate that the decomposed Theory of Planned Behavior provides a fuller understanding of behavioral intention by focusing on the factors that are likely to influence systems use through the application of both design and implementation strategies.

Assessing IT usage: the role of prior experience

A variety of models that incorporate attitudinal, social, and control factor have been advanced to explain IT usage, of which the Technology Acceptance Model (TAM) is the most well know. One goal of such models is to develop diagnostic tools to predict information systems acceptance and facilitate design changes before users have experience with a system. However, empirical tests of these models have generally focused on either systems that were already in use by the study participants, or systems that the participants were familiar with, such as word processing packages and spreadsheets. Given this, it is unclear (1) whether models such as TAM are predictive of behavior for inexperienced users and, more importantly, (2) whether the determinants of IT usage are the same for experienced and inexperiened users of a system.

A Three-Component Model of Customer to Service Providers:

Although research into the determinants of service provider switching has grown in recent years, the focus has been predominantly on transactional, not relational, variables. In this research, the authors address the role of consumer commitment on consumers’ intentions to switch. Drawing from the organizational behavior literature, they build on previous service switching research by developing a switching model that includes a three-component conceptualization of customer commitment. Structural equation modeling is used to test the model based on data from a survey of 356 auto repair service customers. The authors’ results support the notion that customer commitment affects intentions to switch service providers and that the psychological states underlying that commitment may differ. As such, future marketing research should consider these different forms of commitment in understanding customer retention. The implications of this model for theory and practice are discussed.

Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions

Abstract The Theory of Planned Behavior, an extension of the well-known Theory of Reasoned Action, is proposed as a model to predict consumer adoption intention. Three variations of the Theory of Planned Behavior are examined and compared to the Theory of Reasoned Action. The appropriateness of each model is assessed with data from a consumer setting. Structural equation modelling using maximum likelihood estimation for the four models revealed that the traditional forms of the Theory of Reasoned Action and the Theory of Planned Behavior fit the data adequately. Decomposing the belief structures and allowing for crossover effects in the Theory of Planned Behavior resulted in improvements in model prediction. The application of each model to theory development and management intervention is explored.

“Migrating” to new service providers: Toward a unifying framework of consumers’ switching behaviors

This article explores the applicability of a model of migration from the human geography literature as a unifying, theoretical framework for understanding consumers’ service provider switching behaviors. Survey data from approximately 700 consumers are used to examine the usefulness of the push, pull, and moorings (PPM) migration model. The PPM migration model performs better than an alternative model; all three categories of antecedents to switching (migration)—push, pull, and mooring variables—have significant direct, and some moderating, effects on switching intentions.

An Integrated Model of Waste Management Behavior A Test of Household Recycling and Composting Intentions

This study examines the antecedents of recycling and composting intentions in the context of an integrated waste management behavior model. This model incorporates a wide variety of important factors from previous research on environmental behavior. The theory of planned behavior provides a theoretical framework to integrate these factors. The model was tested using both recycling and composting data from a sample of more than 700 individuals. Overall, the results suggest that this model fits the data well, helping to explain intentions to engage in recycling and composting.

The Service Provider Switching Model (SPSM) A Model of Consumer Switching Behavior in the Services Industry

Building on Keaveney’s work and using related studies from the disciplines of marketing and psychology, a model of service provider switching was developed. It was empirically examined using structural equation modeling with data from customers of mortgage services of various Canadian financial institutions. Factors deemed responsible for switching behavior, along with switching intentions, were measured from mortgage customers. Self-reports of their actual behavior were also collected via telephone.

The Conceptual Domain of Service Loyalty: How Many Dimensions?

Purpose – The majority of research in marketing now represents loyalty as a multi‐dimensional construct; however, agreement on whether it has two or three dimensions is lacking, and measurement of these dimensions has been inconsistent. The purpose of this paper is to utilize theory from the psychology literature on interpersonal relationships to provide theoretical guidance for examining the nature of service loyalty and to uncover its dimensionality.Design/methodology/approach – This paper argues for and tests, using survey data from over 300 service customers, a multi‐dimensional conceptualization of loyalty based on theory from the interpersonal psychology literature.Findings – The findings of this research highlight that service loyalty is similar to loyalty in interpersonal relationships, providing further evidence for the notion that service provider‐consumer relationships can approximate friendships or even romantic partnerships in terms of loyalty‐like responses. It also suggests that to identify...

The Effects of Filled Waiting Time and Service Provider Control over the Delay on Evaluations of Service

This article reports on an experiment that investigated the effects of a delay, perceived control over a delay, and the extent to which time was filled during the delay on various performance evaluations in a service encounter. It was determined that delays lower customers’ overall evaluations of service and of the tangible and reliability attributes of the service in particular. When delayed, performance evaluations were affected by whether the service provider was perceived to have control over the delay and whether the customer’s waiting time was filled. Overall performance evaluations and performance evaluations of tangibility, reliability, and responsiveness were highest when perceived service provider control was low and the waiting customer’s time was filled. These evaluations were lowest when perceived service provider control was high and waiting time was not filled.

Delays and the Dynamics of Service Evaluations

In this study, we examine the stability of evaluations and relative importance weights in linear compensatory service performance evaluations when customers are delayed. We postulate that even within one specific service, a consumer’s evaluation model may differ depending on the service experience. In an empirical study comparing delayed and nondelayed airline passengers, we found that evaluations of punctuality and overall service quality differed between those experiencing a delay and those who did not. More significantly, the delay also affected other service attribute evaluations and the relative importance of the various service attributes in the prediction of overall service evaluation. Preliminary explanations for these results, based on attribute salience and mood research, are discussed.