Vaggelis Saprikis

Modeling users' acceptance of mobile services

The success of mobile services adoption hinges on their ability to cover user needs and attract consumer interest. The extant literature focuses on understanding the factors that might affect consumers’ actual adoption of such services through their effect on behavioral intention; these studies are mostly based on behavioral intention theories, such as Technology Acceptance Model, Diffusion of Innovation and Unified Theory of Acceptance and Use of Technology. In this work, new theoretical constructs are combined with existing evidence in order to extend the Technology Acceptance Model (TAM) as it was initially established by Davis and later further enriched by other researchers. The proposed model includes behavioral intention, perceived usefulness, perceived ease of use, trust, innovativeness, relationship drivers, and functionality. Within this approach, relationship drivers introduce a marketing perspective to the original models of technology adoption by building emotional connections between the users and the mobile services. The hypothesized model is empirically tested using data collected from a survey on m-commerce consumers. Structural Equation Modelling (SEM) was used to evaluate the causal model and Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model. It is briefly concluded that behavioral intention is directly affected by perceived usefulness, innovativeness and relationship drivers; the findings provide interesting insights and useful hints to practitioners and researchers.

Perceptions towards Online Shopping: Analyzing the Greek University Students' Attitude

The sharp increase of Internet usage, as well as, the systematic progress of Information Technology have transformed the way goods are bought and sold, resulting to the exponential growth in the number of online shoppers. However, a lot of differences regarding online purchases have been revealed due to the various consumers’ characteristics and the types of provided products and services. Therefore, understanding who are the ones consuming and why they choose to use or avoid the Internet as a distribution channel, is a vital issue for both e-commerce managers and consumer theorists. The scope of this paper is to examine the perceptions of Greek university students’ adopters and non-adopters of online shopping in terms of demographic profile, expectations of online stores, advantages and problems related to online purchases. Moreover, the reasons for using or avoiding online shopping, as well as, the types of preferred products were studied. The research provides interesting insights on the online consumer behaviour, as the results show significant differences between the two groups of respondents.

Examining Behavioral Intention Toward Mobile Services: An Empirical Investigation in Greece

This study presents a conceptual model that combines perceived ease of use, perceived usefulness, innovativeness, trust, demographic characteristics and relationship drivers in order to examine their influence on the mobile services’ adoption intention. The proposed model is empirically tested using data collected from a survey with questionnaires conducted in Greece. The results are analyzed through factor analysis, stepwise regression analysis, and ANOVAs. The findings show that individuals’ innovativeness, their educational level, and the relationship ties between the users and the mobile services are key factors to encourage m-services’ adoption. The results provide interesting insights and useful hints to practitioners and researchers.

A typology framework of Greek business-to-business electronic marketplaces

Business-to-business (B2B) electronic marketplaces(e-marketplaces) provide electronically value added communication, brokerage and integration services to buyers and suppliers in specific horizontal or vertical markets by supporting basic market functions, meeting management needs for information and process support. The purpose of this article is to provide a contingent typology framework regarding the Greek B2B e-marketplaces, based on several electronic business classification approaches. Specifically, the research has identified a set of three key characteristics, which can be used in order to provide the basis for a number of classification models of B2B e-marketplaces. The proposed three key model dimensions are the ownership/control structure of the marketplace, its market focus and the functionality used by the trading exchange. The models demonstrate the relationship between each of the dimensions with the other two dimensions, and provide evidence on Greek B2B e-marketplaces examining specific cases.

Predicting the Adoption of Mobile Transactions: An Exploratory Investigation in Greece

This study presents a conceptual model that combines perceived ease of use, perceived usefulness, familiarity, adoption intention and the actual consumers’ adoption in order to predict user mobile transaction acceptance regarding mobile buying products and making reservations. The proposed model is empirically tested using data collected from a survey in Greece. The structural equation modeling is used to evaluate the suggested model and confirmatory factor analysis verifies the reliability and validity of the measurement model. The findings show that all the variables have a direct effect on people’s decision on conducting transactions with the exception of perceived ease of use. The implication of this work to both researchers and practitioners is discussed.