Exploring Factors Influencing EService Adoption and Continuance 2004219

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Exploring Factors Influencing E-Service Adoption and Continuance 邱兆民 資訊管理系 國立高雄第一科技大學 2004/2/19 1

Exploring Factors Influencing E-Service Adoption and Continuance 邱兆民 資訊管理系 國立高雄第一科技大學 2004/2/19 1

Outline n Theory of Reasoned Action n Technology Acceptance Model n Theory of Planned

Outline n Theory of Reasoned Action n Technology Acceptance Model n Theory of Planned Behavior n Social Cognitive Theory n Expectancy Disconfirmation Theory n Expectancy-Value Theory of Achievement Motivation 2004/2/19 2

Theory of Reasoned Action (TRA) Perceived expectations Motivation to comply of specific referent with

Theory of Reasoned Action (TRA) Perceived expectations Motivation to comply of specific referent with these expectation. individuals or groups Normative Beliefs & Motivation to Comply Behavioral Beliefs & Evaluation Subjective Norm Attitude Toward the Behavior Evaluation of these Beliefs about the likely consequences or other consequences. attributes of the behavior. The perceived social pressure to perform or not to perform the behavior or an individual’s perception that important others would approve or disapprove of his or her performing a given behavior. Behavioral Intention Actual Behavior The degree to which a person has a favorable or unfavorable evaluation or appraisal of the behavior in question (Fishbein and Ajzen 1975; Ajzen And Fishbein 1980) 2004/2/19 3

TRA n Two Different Kinds of Attitudes n n 2004/2/19 Attitude towards objects (e.

TRA n Two Different Kinds of Attitudes n n 2004/2/19 Attitude towards objects (e. g. , “The online tax filing system is great”) Attitudes towards behaviors (e. g. , “My using the online tax filing system is great”). 4

Technology Acceptance Model (TAM) n n Technology acceptance model (TAM) (Davis 1989; Davis et

Technology Acceptance Model (TAM) n n Technology acceptance model (TAM) (Davis 1989; Davis et al. 1989) is founded upon TRA TAM adapted TRA’s belief-attitudeintention-behavior linkage to the particular domain of user acceptance of information technology. 2004/2/19 5

TAM the degree to which a person believes Attitude towards objects, system design that

TAM the degree to which a person believes Attitude towards objects, system design that using a particular system would characteristics, user characteristics, task enhance his oretc. her job performance characteristics, Perceived Usefulness Attitude Towards Using External Variables Behavioral Intention to Use System Use Perceived Ease of Use the degree to which a person believes that using a particular system would be free of effort 2004/2/19 6

TAM n Related Research n n 2004/2/19 Extending TAM: by considering perceived playfulness, compatibility,

TAM n Related Research n n 2004/2/19 Extending TAM: by considering perceived playfulness, compatibility, perceived risk, trust, perceived near-term usefulness, perceived long-term usefulness, etc. Examining the influence of moderator: age, gender, experience, etc. 7

TAM 2 Experience Voluntariness Venkatesh & Davis 2000 Subjective Norm Image Job Relevance Output

TAM 2 Experience Voluntariness Venkatesh & Davis 2000 Subjective Norm Image Job Relevance Output Quality Result Demonstrability 2004/2/19 Perceived Usefulness Intention to Use Perceived Ease of Use Usage Behavior TAM 8

Theory of Planned Behavior (TPB) n n TRA is limited because it assumes that

Theory of Planned Behavior (TPB) n n TRA is limited because it assumes that behavior is under full volitional control. This assumption fails to acknowledge that an individual’s behaviors may be directed, for example, by the perception of n n 2004/2/19 resources availability and opportunities necessary for performing the behavior. 9

TPB n n In other words, TRA does not deal with situations in which

TPB n n In other words, TRA does not deal with situations in which an individual may lack full volitional control over the target behavior. Ajzen (1988, 1991) later advanced a theory of planned behavior (TPB), an extension to TRA. 2004/2/19 10

TPB Normative Beliefs & Motivation to Comply Subjective Norm Behavioral Beliefs & Outcome Evaluation

TPB Normative Beliefs & Motivation to Comply Subjective Norm Behavioral Beliefs & Outcome Evaluation Attitude Toward the Behavior Control Beliefs & Perceived Facilitation Perceived Behavioral Control Intention Behavior Perceived power the Beliefs about the of presence of refers to “people’s perception of the ease or particular factor or to difficulty of performing the behavior of interest” and factors thatcontrol may further facilitate or inhibit of the it is assumed to reflect past experience as well as hinder performance behavior. of behavior possessed resources (e. g. , money, time, skills, cooperation of others) and opportunities 2004/2/19 11

TPB n Two-Level Hierarchical Model (Ajzen 2002) n PBC is the higher-order construct composing

TPB n Two-Level Hierarchical Model (Ajzen 2002) n PBC is the higher-order construct composing of two components: self-efficacy and controllability. Perceived Behavior Control Perceived Self. Efficacy 2004/2/19 Perceived Controlability 12

TPB Subjective Norm Attitude Toward the Behavior refers to control refers to ease or

TPB Subjective Norm Attitude Toward the Behavior refers to control refers to ease or over the behavior, difficulty of or the beliefs performing a about the extent to behavior, or which performing confidence in one’s the behavior is up ability to perform it to the actor Intention Behavior Self-Efficacy Perceived Controllability Perceived Behavioral Control 2004/2/19 13

TPB n n Several recent studies (Armitage & Conner, 1999 a, 1999 b; Manstead

TPB n n Several recent studies (Armitage & Conner, 1999 a, 1999 b; Manstead and van Eekelen, 1998; Terry and O’Leary, 1995) provided consistent support for the distinction between self-efficacy and controllability. Self-efficacy always reveals significant effects on intentions and, in four instances, on behavior, whereas controllability revealed significant effects on intentions in five cases and behavior in one case. 2004/2/19 14

Decomposed TPB Peer Influence Superior’s Influence Subjective Norm Taylor & Todd 1995 Perceived Usefulness

Decomposed TPB Peer Influence Superior’s Influence Subjective Norm Taylor & Todd 1995 Perceived Usefulness Ease of Use Attitude Toward the Behavior Intention Behavior Compatibility Self. Efficacy Resource Facilitating Conditions Perceived Behavioral Control Technology Facilitating Conditions 2004/2/19 15

Decomposed TPB Subjective Norm 0. 27 Interpersonal influence by Influence friends, family members, 0.

Decomposed TPB Subjective Norm 0. 27 Interpersonal influence by Influence friends, family members, 0. 10 External mass media colleagues, Influence reports, expert superiors, and opinions, and experienced Attitude Towards E-Service Usage other individuals nonpersonal Perceived known to the 0. 13* Usefulness information potential considered by adopter Perceived -0. 08 individuals in Perceived risk is Risk performing a defined as a behavior consumer’s Perceived 0. 38** Playfulness subjective assessment of uncertainty and Perceived Behavioral Control adverse consequences Internet Self 0. 09 Efficacy of transacting and using Perceived services on the Controllability Internet 2004/2/19 ** Hsu, M. H. & Chiu, C. M. 2004, forthcoming in Behavior & Information Technology * p-value < 0. 05 ** p-value < 0. 01 E-Service Satisfaction (R 2=. 69) 0. 81** 0. 13* 0. 07 E-Service Continuance Intention (R 2=. 75) the extent to which the individual perceives that his or refers to an her attention is individual focused on the judgment of interaction with the one’s capability target technology, is to use a WWW curious during the application interaction, and finds (service) within the interaction the domain of intrinsically general Internet enjoyable or computing interesting 16

Decomposed TPB n External influence does not exert a significant effect on satisfaction. A

Decomposed TPB n External influence does not exert a significant effect on satisfaction. A plausible explanation is that n n external influence can only exert its influence on initial adoption. After initial adoption, interpersonal influence will exert a stronger effect on their feeling of satisfaction with e-service use, whereas external influence will exhibit a weaker impact. The relationship between perceived risk and satisfaction was not significant. A possible explanation is that: n 2004/2/19 the provider of the e-file service is the government and thus individuals have high level of trust on the e-file service, resulting in weak perceptions of the uncertainty and adverse consequences of using the e-file service. 17

Decomposed TPB n A possible interpretation of the insignificant relationship between ISE and satisfaction

Decomposed TPB n A possible interpretation of the insignificant relationship between ISE and satisfaction is that n n satisfaction is determined by expectation, perceived performance, and disconfirmation about the product and service, as theorized by the expectancy disconfirmation theory (EDT), rather than an individual’s belief about his/her capabilities. The path from perceived controllability to continuance intention is not significant. A plausible explanation is that n 2004/2/19 the government allowed individuals to choose filing tax through the e-file or brick-and-mortar service, and thus individuals had full volitional control over their behaviors. 18

Extended TPB Subjective Norm Interpersonal Norm Perceived. 39*** Usefulness Perceived Playfulness Perceived Risk an

Extended TPB Subjective Norm Interpersonal Norm Perceived. 39*** Usefulness Perceived Playfulness Perceived Risk an individual’s judgment of efficacy across multiple Internet application domains 2004/2/19 . 19** Social Norm Hsu, M. H. & Chiu, C. M. 2004, . 03 forthcoming in Decision Support Systems. 04 . 14**. 52*** -. 12** Attitude . 77*** Intention . 24** General. 63*** Internet Self. Efficacy . 11** . 16** Web-Specific Self-Efficacy. 01 *p<. 05 **p<. 01 ***p<. 001 E-Service Usage Perceived Controllability Perceived Behavioral Control . 00 an individual’s perception of efficacy in using a specific WWW application (service) within the domain of general Internet computing 19

Extended TPB n The path from perceived controllability to behavioral intention and e-service usage

Extended TPB n The path from perceived controllability to behavioral intention and e-service usage were not significant. A plausible explanation is that n 2004/2/19 the government allowed individuals to choose filing tax through the e-file or brick-and-mortar service, and thus individuals had full volitional control over their behaviors. 20

Extended TPB n This study found that interpersonal norm and social norm did not

Extended TPB n This study found that interpersonal norm and social norm did not have a significant direct effect on behavioral intention. A possible explanation is that n n n 2004/2/19 The implementation of the e-file service has past the early stage of the innovation diffusion process in which social influences have a significant effect on intention. According to innovation diffusion theory, an IT adoption creates uncertainty about its expected consequences for the potential adopters. Since the level of uncertainty declines as individuals move through the stages of the adoption process, the impact of interpersonal and social norms will therefore decline and diminish to non-significance over time. 21

General Internet Self-Efficacy Measure n n n n I feel confident navigating the World

General Internet Self-Efficacy Measure n n n n I feel confident navigating the World Wide Web by following hyperlinks. I feel confident visiting a Web site by entering its address (URL) in the browser. I feel confident going backward and forward to previously visited Web pages without being lost in the hyperspace (cyberspace). I feel confident finding information by using a search engine. I feel confident finding information in a Web directory or portal. I feel confident looking for information by querying a Web database. I feel confident receiving e-mail messages. I feel confident sending e-mail messages. 2004/2/19 22

General Internet Self-Efficacy Measure n n n I feel confident saving the files attached

General Internet Self-Efficacy Measure n n n I feel confident saving the files attached to e-mail. I feel confident attaching files to e-mail. I feel confident posting messages in a Web bulletin board. I feel confident exchanging messages with other users in discussing forums. I feel confident chatting on the WWW. I feel confident downloading files and software. I feel confident uploading files to a Web site or FTP site. I feel confident connecting to the Internet through a modem, ADSL, etc. I feel confident creating a Web page for the World Wide Web. I feel confident filling out and submitting Web forms. I feel confident installing an application or software. 2004/2/19 23

Web Specific Self-Efficacy Measure n n n n I feel confident visiting the Web

Web Specific Self-Efficacy Measure n n n n I feel confident visiting the Web site for filing income tax by entering its address (URL) in the browser. I feel confident navigating the e-file Web site by following hyperlinks. I feel confident finding information about the IRS Web site by using a search engine. I feel confident finding information about the IRS Web site in a Web directory or portal site. I feel confident downloading software and data on the Web, e. g. , certificate and software for filing income tax. I feel confident receiving an e-mail message containing the certificate data from the certificate authority. I feel confident filling out a Web form to apply for a secretary key. 2004/2/19 24

Social Cognitive Theory n SCT (Bandura, 1986) explains human behavior in terms of triadic

Social Cognitive Theory n SCT (Bandura, 1986) explains human behavior in terms of triadic and reciprocal causation among behavioral, personal, and environmental factors. Behavior Cognitive and Personal Factors 2004/2/19 Person Environment 25

SCT n SCT (Bandura, 1989) is a theory of cognitive mechanism of motivation. In

SCT n SCT (Bandura, 1989) is a theory of cognitive mechanism of motivation. In particular, behavior is affected by outcome expectations, personal goal, and self-efficacy, and these cognitive factors are in turn influenced by context information. 2004/2/19 26

SCT n n Self-efficacy refers to an individual’s belief in his or her capability

SCT n n Self-efficacy refers to an individual’s belief in his or her capability to perform certain tasks. SCT (Bandura, 1977, 1986) posits that selfefficacy is a major determinant of n n 2004/2/19 choice of activities, degree of effort, period of persistence, and level of performance in the face of challenging situations. 27

SCT n The SCT (1997) also specifies four sources of information that interact to

SCT n The SCT (1997) also specifies four sources of information that interact to develop selfefficacy, which in turn affects outcome expectations and personal goal. n n 2004/2/19 enactive mastery (personal experience), vicarious experience (visualizing other people perform successfully), verbal persuasion (perceived encouragement and support from others), psychological arousal (state of psychological and emotional arousal). 28

SCT n Related Research Compeau and Higgins (1995 a; 1995 b) stand as one

SCT n Related Research Compeau and Higgins (1995 a; 1995 b) stand as one of the first to apply SCT and the concepts of computer self-efficacy (CSE) to the study of end-user computer training and usage. Observing others performing a behavior Behavior Modeling Prior Experience CSE is defined as an individual judgment of one’s capability to use a computer 2004/2/19 the judgment of the likely consequence a certain behavior will produce Outcome H 3 Expectations Performance Computer Self- Efficacy 29

Principles of Designing Self-Efficacy Measure n n An important theoretical property of self-efficacy is

Principles of Designing Self-Efficacy Measure n n An important theoretical property of self-efficacy is that it is concerned not the skills a person has; rather, it reflects what individuals believe they can do with the skills they possess. For example, in discussing CSE, Compeau and Higgins distinguished between component skills such as formatting disks and booting up the computer and behaviors individuals can accomplish with such skills, such as using software to analyze data. 2004/2/19 30

Computer Self-Efficacy Measure I COULD COMPLETE THE JOB USING THE SOFTWARE PACKAGE. . .

Computer Self-Efficacy Measure I COULD COMPLETE THE JOB USING THE SOFTWARE PACKAGE. . . n … if there was no one around to tell me what to do as I go n … if I had never used a package like it before n … if I had only the software manuals for reference n … if I had seen someone else using it before trying it myself n … if I could call someone for help if I got stuck n … if someone else had helped me get started n … if I had a lot of time to complete the job for which the software was provided n … if I had just the built-in help facility for assistance n … if someone showed me how to do it first n … if I had used similar packages before this one to do the same job 2004/2/19 31

Expectancy Disconfirmation Theory n Expectancy disconfirmation theory (EDT) or disconfirmation of expectation theory is

Expectancy Disconfirmation Theory n Expectancy disconfirmation theory (EDT) or disconfirmation of expectation theory is a consumer behavior model that gains widespread acceptance in the research of explaining and predicting consumer satisfaction and the repurchase intention. n EDT model originally developed by Oliver (1980) n EDT theorizes that n n 2004/2/19 Repurchase Intention = F(Satisfaction) Satisfaction = F(Expectation, Disconfirmation) 32

Expectancy Disconfirmation Theory Disconfirmation Expectation Satisfaction Attitude Intention Pre-Purchase Intention Disconfirmation Period Post-Purchase Cognitive

Expectancy Disconfirmation Theory Disconfirmation Expectation Satisfaction Attitude Intention Pre-Purchase Intention Disconfirmation Period Post-Purchase Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions (Oliver 1980) 2004/2/19 33

EDT n The EDT model assumes that consumers’ degree of satisfaction is an outcome

EDT n The EDT model assumes that consumers’ degree of satisfaction is an outcome of a five-step process (Oliver 1980 a). 1. Form an initial expectation. 2. Form perceptions about its performance on the salient attributes. 3. Compare these perceptions of performance with their prior expectation levels and determine the extent to which their expectations are confirmed. Expectations could be 2004/2/19 n Positively disconfirmed (perceived performance > expectations) n Confirmed (perceived performance = expectations), n Negatively disconfirmed (perceived performance < expectations). 34

EDT 4. Form a feeling of satisfaction or dissatisfaction based on their disconfirmation level.

EDT 4. Form a feeling of satisfaction or dissatisfaction based on their disconfirmation level. n n n 5. 2004/2/19 A moderate satisfaction level will be maintained by confirmation, enhanced by the delight of positive disconfirmation, and decreased by the disappointment of negative disconfirmation. Satisfied consumers form intentions to reuse the product or service in the future, while dissatisfied users discontinue its subsequent use. 35

Expectancy Disconfirmation Theory n Churchill and Suprenant (1982) extended the EDT model developed by

Expectancy Disconfirmation Theory n Churchill and Suprenant (1982) extended the EDT model developed by Oliver. Expectation (t 1) + - Disconfirmation (t 2) + Perceived Performance (t 2) + Satisfaction (t 2) + Repurchase intention (t 2) + + Note: t 1 = pre-consumption variable; t 2 = post-consumption variable 2004/2/19 36

EDT n Related Research n Bhattacherjee (2001) applied expectation confirmation theory (ECT) to examine

EDT n Related Research n Bhattacherjee (2001) applied expectation confirmation theory (ECT) to examine cognitive belief and affect influencing an individual’s intention to continue using (continuance) information systems. + Perceived Usefulness + + Confirmation 2004/2/19 Satisfaction + IS Continuance Intention + 37

EDT n Related Research n Mc. Kinney et al. (2002) developed constructs for measuring

EDT n Related Research n Mc. Kinney et al. (2002) developed constructs for measuring Webcustomer satisfaction in terms of information quality (IQ) and system quality(SQ). IQ Expectation IQ-Perceived Performance IQ Disconfirmation Web-IQ Satisfaction SQ-Perceived Performance Web-SQ SQ Disconfirmation Web Consumer Satisfaction SQ Expectation 2004/2/19 38

SCT + EDT Related Research: Hsu, M. H. , Chiu, C. M. , and

SCT + EDT Related Research: Hsu, M. H. , Chiu, C. M. , and Ju, Terasa. L. Determinants of Continued Use of the WWW: An Integration of Two Theoretical Models, forthcoming in Industrial Management & Data Systems. Prior Perceived Disconfirmation 0. 90*** 0. 23** 0. 67*** Outcome Expectations 0. 1 Satisfaction With Prior Use 0. 32*** Internet Self-Efficacy 2004/2/19 0. 55*** WWW continuance Intention 0. 17** 39

SCT + EDT n Internet self-efficacy appeared to have no effect on outcome expectation.

SCT + EDT n Internet self-efficacy appeared to have no effect on outcome expectation. n 2004/2/19 This suggests that the influence of ISE on outcome expectations will diminish to non -significance as users gain increasing experience with the target technology. 40

Extended EDT Related Research: Hsu, M. H. , Chen Y. L. , and Chiu,

Extended EDT Related Research: Hsu, M. H. , Chen Y. L. , and Chiu, C. M. Extending the Expectation. Confirmation Model for a World-Wide-Web Continuance, Communications of ICISA 5(2) 2003. IQconfirmation SEQconfirmation 0. 49*** 0. 43*** 0. 65*** 0. 14* 0. 18*** 0. 67*** 0. 18** Perceived usefulness 2004/2/19 IQsatisfaction 0. 44*** 0. 19*** SQsatisfaction SEQsatisfaction 0. 24*** WWWcontinuance intention 0. 12** 0. 14** 0. 40*** 41

Extended EDT Related Research: Chiu, C. M. Performance, Quality, Value and E-Service Continuance Decisions

Extended EDT Related Research: Chiu, C. M. Performance, Quality, Value and E-Service Continuance Decisions , under preparation. Perceived Performance 0. 82* Performance Disconfirmation Perceived Quality 0. 82* Quality Disconfirmation Perceived Value 0. 15* 0. 34* 0. 21* Satisfaction -0. 02 0. 85* E-Service Continuance Intention 0. 19* 0. 13 0. 86* 2004/2/19 Value Disconfirmation 42

Extended EDT n The path from performance disconfirmation to satisfaction was significant, whereas the

Extended EDT n The path from performance disconfirmation to satisfaction was significant, whereas the paths from quality disconfirmation and value disconfirmation to satisfaction were not significant. This suggests that n 2004/2/19 the roles of performance disconfirmation, quality disconfirmation, and value disconfirmation are dominant in explaining/predicting users’ satisfaction in certain contexts. 43

EDT + TPB Related Research: Ju, Terasa. L. , Chiu, C. M. , and

EDT + TPB Related Research: Ju, Terasa. L. , Chiu, C. M. , and Hsu, M. H. Extending the Theory of Planned Behavior for the World Wide Web Continuance Context , under preparation. Interpersonal Influence External Influence . 00 . 14* Disconfirmation . 84** Attitude R 2=0. 68 . 43** . 52** WWW continuance Intention R 2=0. 69 . 26** Satisfaction Perceived Behavioral Control 2004/2/19 . 19* 44

Expectancy-Value Theory n n The role of value in influencing behavior has also been

Expectancy-Value Theory n n The role of value in influencing behavior has also been discussed in the expectancy-value theory. Atkinson's expectancy-value theory posits that engagement in achievement-oriented behaviours is a function of n n n 2004/2/19 the motivation for success, the probability of success (expectancy) the incentive value (valence) of success 45

Expectancy-Value Theory of Achievement Motivation n n Expectancy–value theory of achievement motivation (Eccles et

Expectancy-Value Theory of Achievement Motivation n n Expectancy–value theory of achievement motivation (Eccles et al. 1983) is based on Atkinson's expectancy-value model Eccles et al. link individuals’ choice, persistence, and performance to n n 2004/2/19 expectancy for success subjective task value. 46

Expectancy-Value Theory of Achievement Motivation Goals and Self-Schemata 1. Self-schemata 2. Short-term goals 3.

Expectancy-Value Theory of Achievement Motivation Goals and Self-Schemata 1. Self-schemata 2. Short-term goals 3. Long-term goals 4. Ideal self 5. Self-concept of one’s abilities 6. Perceptions of task demands Expectation of Success Subjective Task Value 1. Attainment Value 2. Utility Value 3. Intrinsic Value Affective Memories 4. Cost Achievement. Related Choice Intrinsic value Utility value: how Cost: negative Attainment value well a task relates to (Interest): the aspects of engaging (Importance): current and future enjoyment the in the task. as well personal importance goals. individual gets from as both the amount of doing well on the performing the of effort that is task. activity, or the needed to succeed subjective interest and the lost of the individual has in opportunities the subject. Expectancy–value model of achievement motivation (Eccles et al. 1983) 2004/2/19 47

Extended TAM (TAM + Value) Attainment Value H 4 Utility Value H 6 Interest

Extended TAM (TAM + Value) Attainment Value H 4 Utility Value H 6 Interest Value H 8 Cost H 2 H 3 H 10 Perceived Usefulness 2004/2/19 H 1 H 5 Attitude H 7 H 9 Perceived Ease of Use We extend the TAM by Purpose: is to examine the factors influencing introducing subjective users’ e-service task value to enhance continuance intention in understanding of an the e-learning context. individual’s e-learning continuance intention. H 13 E-Learning Continuance Intention H 11 H 12 Chiu, C. M. under preparation. 48

The End! Thank You Very Much ! 2004/2/19 49

The End! Thank You Very Much ! 2004/2/19 49