UTAUT

The Moderating Role Of Consumer Technology Anxiety In Mobile Shopping Adoption: Differential Effects Of Facilitating Conditions And Social Influences

Author: 

Kiseol Yang, Ph.D., Judith C. Forney, Ph.D.

Abstract: 

This study examined whether consumers’ levels of technology anxiety moderate the causal relationships among determinants of mobile shopping adoption in a modified Unified Theory of User Acceptance and Use of Technology (UTAUT) model. With the moderating role of technology anxiety, facilitating conditions were examined as an antecedent driver of utilitarian and hedonic performance expectancies in determining mobile shopping adoption in the modified UTAUT model. A sample of 400 mobile services users drawn from a purchased consumer panel participated in an online survey. Structural equation modeling analysis was used to examine the hypothesized paths in the adoption of mobile shopping. Results indicated that the effect of facilitating conditions on both utilitarian and hedonic performance expectancies is stronger for consumers with a low level of technology anxiety than for consumers with a high level of technology anxiety. Moreover, consumers with a high level of technology anxiety rely more on social influence in the use of mobile shopping than consumers with a low level of technology anxiety. The modified UTAUT model reveals insightful results and provides a holistic framework for predicting emerging mobile shopping adoption behavior.

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Published Date: 

November, 2013

Understanding The Use Of Location-Based Service Applications: Do Privacy Concerns Matter?

Author: 

Haejung Yun, Dongho Han, Choong C. Lee

Abstract: 

The popularization of smartphones has brought about substantial changes in location-based services (LBS). Advances in wireless communication technology have allowed affordable data service fees, and current smartphones are equipped with GPS; as a consequence, LBS applications are emerging as next-generation ‘killer apps.’ However, the diffusion of LBS has raised privacy concerns due to the potential abuse of location information. This study aims to validate a research model focusing on privacy concerns as moderators of the post-adoptive behaviors associated with LBS applications. Based on risky shift phenomenon research, the study seeks to test the effects of the major variables of UTAUT on LBS usage intention and actual use, as well as examine how these relationships differ according to the level of an individual’s privacy concerns. We test the hypotheses using a survey with 234 users of LBS applications. The research findings support the hypotheses regarding the effects of performance expectancy and effort expectancy on LBS usage intention but do not support the hypothesis regarding the effect of social influence. In addition, the causal path from usage intention to actual use was significant. Group comparisons showed that the moderating effect of privacy concerns on performance expectancy and continuous usage intension is stronger in conjunction with low-privacy concerns, as shown in previous LBS research; however, the moderating effect on social influence and usage intention is stronger in conjunction with high privacy concerns. This finding can be explained by the risky shift phenomenon. Implications are discussed regarding the dual roles of privacy concerns in the post-adoptive behaviors of LBS users.

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Published Date: 

August, 2013

Adoption Of Mobile Technologies For Chinese Consumers

Author: 

JungKun Park, SuJin Yang, Xinran Lehto

Abstract: 

When it comes to mobile communication technology, China is the largest market in the world. However, due to its rapidly changing economic environment causing disparities between geographical regions, it presents unique marketing problems. In order to attain a better understanding of China as a potentially highly valuable mobile communication technology market, we conducted a survey of 221 Chinese nationals and tested a proposed conceptual framework based on UTAUT with moderating variables. The results from SEM multi-group analysis indicate that gender and education level are significant moderating factors while internet usage experience does not register as significant. The results of this research suggest the necessity to take cultural background and disposition into consideration for the UTAUT.

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Published Date: 

August, 2007

FACTORS AFFECTING INDIVIDUALS TO ADOPT MOBILE BANKING: EMPIRICAL EVIDENCE FROM THE UTAUT MODEL

Author: 

Chian-Son Yu

Abstract: 

Fast advances in the wireless technology and the intensive penetration of cell phones have motivated banks to spend large budget on building mobile banking systems, but the adoption rate of mobile banking is still underused than expected. Therefore, research to enrich current knowledge about what affects individuals to use mobile banking is required. Consequently, this study employs the Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate what impacts people to adopt mobile banking. Through sampling 441 respondents, this study empirically concluded that individual intention to adopt mobile banking was significantly influenced by social influence, perceived financial cost, performance expectancy, and perceived credibility, in their order of influencing strength. The behavior was considerably affected by individual intention and facilitating conditions. As for moderating effects of gender and age, this study discovered that gender significantly moderated the effects of performance expectancy and perceived financial cost on behavioral intention, and the age considerably moderated the effects of facilitating conditions and perceived self-efficacy on actual adoption behavior.

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Published Date: 

May, 2012

Will Stock Investors Use Mobile Stock Trading? A Benefit-Risk Assessment Based on a Modified Utaut Model

Author: 

Yi-Ming Tai, Yi-Cheng Ku

Abstract: 

The purpose of this study is to investigate the determinants of stock investors’ intention towards using mobile stock trading. Based on a modified UTAUT (unified theory of acceptance and use of technology) with risk perceptions, a comprehensive research model was proposed. An empirical survey with a valid sample of 329 stock investors was conducted in Taiwan to test the research model. The analysis results of PLS reveal three positive determinants (i.e., performance expectancy, effort expectancy, and social influence) and three negative determinants (i.e., security risk, economic risk, and functional risk) that significantly influence stock investors’ behavioral intention to use mobile stock trading. Furthermore, the results of moderating effect analysis indicate that gender differences moderate the effects of social influence on behavioral intention to use mobile stock trading, while age differences moderate the impact of effort expectancy on mobile stock trading use intention. This implies that to facilitate the intention to use mobile stock trading, securities firms need to consider stock investors’ technological perceptions and risk perceptions of this type of trading. The findings of this study not only have important implications for m-commerce research, but also provide insights for securities firms and developers of mobile stock trading systems.

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Published Date: 

February, 2013
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