Browsing by Subject "Adoption"
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ItemIntention to Use a Free Voluntary Service: The Effects of Social Influence, Knowledge and Perceptions( 2013) Boonlert WatjatrakulPurpose – This empirical study aims to understand the interrelationship among the key technology adoption factors including social inﬂuence, individual existing knowledge, and individual perceptions of technology (i.e. usefulness, ease of use, and enjoyment) and their effects on individual intention to use a free voluntary service. Design/methodology/approach – The survey method is employed to collect data from universities offering the free mobile messaging service. A structural equation modeling analysis technique is used to analyze data reliability and validity in the measurement model and examine causal relationships among the constructs in the structural model. Findings – The results show that social inﬂuence affects individual knowledge and perceptions of the service (perceived usefulness, perceived ease of use, and perceived enjoyment) and successively inﬂuences the individual intention to use the free voluntary service. This study indicates that the intrinsic value of perceived enjoyment has a greater impact than the extrinsic value of perceived usefulness in terms of its effect on individual intention to use a free voluntary service. In addition, the effect of perceived usefulness of alternative systems should be taken into account when using perceived usefulness from the technology acceptance model to predict individual’s technology adoption decisions under the free voluntary setting. Originality/value – This study ﬁlls the gap in the technology adoption literatures regarding the free voluntary service adoption based on social inﬂuence, individual knowledge, and individual perceptions of technology. It assists academics to understand the drivers of technology acceptance under the free voluntary setting and provides guidance for organizations to increase users’ acceptability of their free voluntary services.
ItemModeling adoption intention of online education in Thailand using the extended decomposed theory of planned behavior (DTPB) with self-directed learning(Assumption University, 2013) Bussagorn Leejoeiwara ; Assumption University. Martin de Tours School of Management and EconomicsThis study aimed to explore the determinants of online education adoption based upon the ex- tended Decomposed Theory of Planned Behavior with self-directed learning attributes. Quantitative research method was employed for data collection from a sample of 542 students in Thailand. Data was analyzed using Structural Equation Modeling (SEM). Results showed that all four main variables based on the extended DTPB with self-directed learning were significantly related to adoption intention. How- ever, perceived relative advantage and perceived trialability were found to be insignificantly related to attitude towards online education. Interpersonal influences include peers, family, and the community were found to be significantly related to subjective norms, while superiors' influence was not. In addi- tion, self-efficacy, technology and resources facilitations were found to be significantly related to per- ceived behavioral control, and subsequently related to adoption intention towards online education. Surprisingly, more importance was given to factors such as whether online education is personally and socially compatible, simple to use, and seeing other people studying online. Interpersonal referents are influential factors rather than external referents in the students' decisions, with the exception of more distant relationships with superiors or employers. Findings also indicate that if Thai students are autono- mous learners (self-directed learning), have confidence in their capabilities, and have sufficient resources as well as technological facilitations, they are more likely to have intention to adopt online education. This study then provides discussion on both academic and practical implications based on the findings.