This paper establishes inadequacies of the Unified Theory of Acceptance and Use of Technology (UTAUT) theory to explain social media adoption by microbusinesses. Literature review confirms the explaining power of UTAUT in variety of technology adoption by businesses. This paper uses UTAUT theory to implement social media technology in microbusinesses. Canonical action research method is adopted to introduce social media in microbusinesses. A post positivist approach is used to report the results based on a predetermined premise. It was found that the major constructs of performance and effort expectancy played insignificant role in establishing behavioural and adoption intention of social media by microbusinesses. Social influence and facilitating condition did not influence the behavioural intentions of the microbusiness owners. Individual characteristics and codification effort dominated the use behaviour. Goal of gaining customers leads to behavioural modification resulting in replacing of behavioural intention with goals as a superior method of predicting adoption behaviour within the context of microbusinesses. This paper extends the UTAUT to explain social media adoption in microbusinesses.
Extending utaut to explain social media adoption by microbusinessesIJMIT JOURNAL
This paper extends the use of the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain social media adoption by microbusinesses. A canonical action research method is used to study social media adoption in microbusiness, and a post positivist approach is used to report the results based on a predetermined premise. It is found that the major constructs of performance and effort expectancy played an insignificant role, and social influence and facilitating conditions did not influence the behavioral and
adoption intentions of social media by microbusiness owners. Owner characteristics and codification effort dominated the use behavior. The goal of microbusiness owners in gaining additional customers leads to behavioral modification resulting in replacing of behavioral intention with goals as a superior method of predicting adoption behavior within the context of microbusinesses.
INVESTIGATING TANZANIA GOVERNMENT EMPLOYEES’ ACCEPTANCE AND USE OF SOCIAL MED...IJMIT JOURNAL
The aim of this paper was to present factors which influence work-related adoption of social media among
government employees. The study adapted the Unified Theory of Acceptance and Use of Technology
(UTAUT) and integrated it with three constructs namely Hedonic Motivation (HM), Perceived Personal
Image (PI) and Attitude (AT). The sample of study consisted of 600 usable responses collected using survey
questionnaire from employees based in Tanzania Ministries, Departments and Agencies (MDAs) employing
convenience sampling technique. The data was analyzed using Structural Equation Modelling. The results
showed that, PI and HM influence attitude (AT), while PI, Social Influence (SI) and AT influence Behavior
Intention (BI). Moreover, SI, PI, AT and BI showed significant effect on actual Use Behavior. Furthermore,
the results showed that PI is affected positively by HM and SI. The added constructs proved to be important
modifications to the UTAUT model as suggested by the increase in explained variance by UTAUT from
70% to 73% on BI and from 53% to 73% on actual use behavior.
FACTORS INFLUENCING THE ADOPTION OF E-GOVERNMENT SERVICES IN PAKISTANMuhammad Ahmad
E-government provides opportunities to deliver various services more effectively and better serve citizens. In developing countries, e-government initiatives provide services that have been previously inaccessible to their citizens. However, e-government initiatives in developing countries are still in their infancy and face a wide range of barriers that restrict wide-spread use. Like many other developing countries, Pakistan has a low level of e-government services adoption. Previous research has investigated e-government services in developing countries from the organizational perspective. However, the research stream suffers from an absence of studies that have investigated e-government from a citizen’s perspective. The success of e-government services depends on government support as well as on citizen’s adoption. This paper aims to fill this gap by exploring the challenges and barriers of e-government services from the user’s perspective. In this study, an amended version of the UTAUT model is used to investigate the factors influencing the uptake of e-government services in Pakistan. The results show that the factors influencing the adoption of e-government services in Pakistan are related to ease of use, usefulness, social influence, technological issues, lack of awareness, data privacy, and trust. Implications for e-businesses and government policy decision makers are also considered in this study.
FACTORS AFFECTING ACCEPTANCE OF WEB-BASED TRAINING SYSTEM: USING EXTENDED UTA...IJCSEIT Journal
Advancement in information system leads organizations to apply e-learning system to train their employees
in order to enhance its performance. In this respect, applying web based training will enable the
organization to train their employees quickly, efficiently and effectively anywhere at any time. This
research aims to extend Unified Theory of Acceptance and Use Technology (UTAUT) using some factors
such flexibility of web based training system, system interactivity and system enjoyment, in order to explain
the employees’ intention to use web based training system. A total of 290 employees have participated in
this study. The findings of the study revealed that performance expectancy, facilitating conditions, social
influence and system flexibility have direct effect on the employees’ intention to use web based training
system, while effort expectancy, system enjoyment and system interactivity have indirect effect on
employees’ intention to use the system.
Technology Acceptance Model for Mobile Health SystemsIOSR Journals
Abstract: The purpose of this paper is to explore the factors that influence health-related consumer’s
acceptance to use the mobile technology as a tool for receiving healthcare services. Based on technology
acceptance model (TAM), this paper provides a better understanding of antecedent of key acceptance constructs
(e.g. intention to use, perceived usefulness, perceived ease of use). The proposed research model and hypotheses
validated and tested with data collected from 302 Egyptians and Yemenis patients, health professionals, and
general health users. The results are analyzed using a number of statistical techniques including partial least
squares. The key findings obtaining from the results of the three surveyed stakeholders reveal that: (1) ninety
percent are indented to use mobile health services. (2) While intention to use has greatly influenced by
perceived usefulness, the impact of perceived ease of use varies. (3) Perceived value, perceived ease of use and
portability factors are significantly affect perceived usefulness. (4) Self-efficacy and technology anxiety have a
great impact on perceived ease of use. (5) The impact of the rest of the suggested factors ranged from medium,
low, and insignificant. The research made an in-depth exploration and examination of the factors that influence
user’s intention to use mobile health services focusing on technological, cultural, organizational, political, and
social aspects whereas most of the previous studies considered only one or two aspects together. The proposed
model can be applied to assess mobile health user’s acceptance, thereby help mobile health developers and
providers to develop better mobile health applications that meet the needs of the potential users.
Keywords: Intention to use, Mobile health, portability, Resistance to change, Technology anxiety, Technology
acceptance model
An EHealth Adoption Framework for Developing Countries: A Systematic Reviewhiij
There is growing interest in the rate of eHealth uptake resulting from the increased potential to advance the quality of healthcare services in both the developed and developing countries. Although the implementation of information and communication technology to support healthcare delivery would greatly address the quality and accessibility challenges in healthcare as well as reduction in the cost of healthcare delivery, the adoption of eHealth has not been fully realized. This study aimed at conducting a systematic literature review to establish the factors associated with the adoption of eHealth and propose a context-specific framework for successful adoption of eHealth technologies in developing countries such as Uganda. The systematic literature review process was guided by the Systematic Review Protocol. The review of 29 journals from the period 2009-2021 showed that, although the most widely used frameworks in the developing countries were Technology Adoption Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT) framework and Technology Organization Environment (TOE) framework, there were other salient factors reported by other researchers that contributed to the adoption of eHealth in developing countries. A novel framework for adoption of eHealth in the local context with eight (8) dimensions namely; Sociodemographic, Technology, Information, Socio-cultural, Organization, Governance, Ethical and legal and Financial dimensions is derived and presented as result of the research.
Extending utaut to explain social media adoption by microbusinessesIJMIT JOURNAL
This paper extends the use of the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain social media adoption by microbusinesses. A canonical action research method is used to study social media adoption in microbusiness, and a post positivist approach is used to report the results based on a predetermined premise. It is found that the major constructs of performance and effort expectancy played an insignificant role, and social influence and facilitating conditions did not influence the behavioral and
adoption intentions of social media by microbusiness owners. Owner characteristics and codification effort dominated the use behavior. The goal of microbusiness owners in gaining additional customers leads to behavioral modification resulting in replacing of behavioral intention with goals as a superior method of predicting adoption behavior within the context of microbusinesses.
INVESTIGATING TANZANIA GOVERNMENT EMPLOYEES’ ACCEPTANCE AND USE OF SOCIAL MED...IJMIT JOURNAL
The aim of this paper was to present factors which influence work-related adoption of social media among
government employees. The study adapted the Unified Theory of Acceptance and Use of Technology
(UTAUT) and integrated it with three constructs namely Hedonic Motivation (HM), Perceived Personal
Image (PI) and Attitude (AT). The sample of study consisted of 600 usable responses collected using survey
questionnaire from employees based in Tanzania Ministries, Departments and Agencies (MDAs) employing
convenience sampling technique. The data was analyzed using Structural Equation Modelling. The results
showed that, PI and HM influence attitude (AT), while PI, Social Influence (SI) and AT influence Behavior
Intention (BI). Moreover, SI, PI, AT and BI showed significant effect on actual Use Behavior. Furthermore,
the results showed that PI is affected positively by HM and SI. The added constructs proved to be important
modifications to the UTAUT model as suggested by the increase in explained variance by UTAUT from
70% to 73% on BI and from 53% to 73% on actual use behavior.
FACTORS INFLUENCING THE ADOPTION OF E-GOVERNMENT SERVICES IN PAKISTANMuhammad Ahmad
E-government provides opportunities to deliver various services more effectively and better serve citizens. In developing countries, e-government initiatives provide services that have been previously inaccessible to their citizens. However, e-government initiatives in developing countries are still in their infancy and face a wide range of barriers that restrict wide-spread use. Like many other developing countries, Pakistan has a low level of e-government services adoption. Previous research has investigated e-government services in developing countries from the organizational perspective. However, the research stream suffers from an absence of studies that have investigated e-government from a citizen’s perspective. The success of e-government services depends on government support as well as on citizen’s adoption. This paper aims to fill this gap by exploring the challenges and barriers of e-government services from the user’s perspective. In this study, an amended version of the UTAUT model is used to investigate the factors influencing the uptake of e-government services in Pakistan. The results show that the factors influencing the adoption of e-government services in Pakistan are related to ease of use, usefulness, social influence, technological issues, lack of awareness, data privacy, and trust. Implications for e-businesses and government policy decision makers are also considered in this study.
FACTORS AFFECTING ACCEPTANCE OF WEB-BASED TRAINING SYSTEM: USING EXTENDED UTA...IJCSEIT Journal
Advancement in information system leads organizations to apply e-learning system to train their employees
in order to enhance its performance. In this respect, applying web based training will enable the
organization to train their employees quickly, efficiently and effectively anywhere at any time. This
research aims to extend Unified Theory of Acceptance and Use Technology (UTAUT) using some factors
such flexibility of web based training system, system interactivity and system enjoyment, in order to explain
the employees’ intention to use web based training system. A total of 290 employees have participated in
this study. The findings of the study revealed that performance expectancy, facilitating conditions, social
influence and system flexibility have direct effect on the employees’ intention to use web based training
system, while effort expectancy, system enjoyment and system interactivity have indirect effect on
employees’ intention to use the system.
Technology Acceptance Model for Mobile Health SystemsIOSR Journals
Abstract: The purpose of this paper is to explore the factors that influence health-related consumer’s
acceptance to use the mobile technology as a tool for receiving healthcare services. Based on technology
acceptance model (TAM), this paper provides a better understanding of antecedent of key acceptance constructs
(e.g. intention to use, perceived usefulness, perceived ease of use). The proposed research model and hypotheses
validated and tested with data collected from 302 Egyptians and Yemenis patients, health professionals, and
general health users. The results are analyzed using a number of statistical techniques including partial least
squares. The key findings obtaining from the results of the three surveyed stakeholders reveal that: (1) ninety
percent are indented to use mobile health services. (2) While intention to use has greatly influenced by
perceived usefulness, the impact of perceived ease of use varies. (3) Perceived value, perceived ease of use and
portability factors are significantly affect perceived usefulness. (4) Self-efficacy and technology anxiety have a
great impact on perceived ease of use. (5) The impact of the rest of the suggested factors ranged from medium,
low, and insignificant. The research made an in-depth exploration and examination of the factors that influence
user’s intention to use mobile health services focusing on technological, cultural, organizational, political, and
social aspects whereas most of the previous studies considered only one or two aspects together. The proposed
model can be applied to assess mobile health user’s acceptance, thereby help mobile health developers and
providers to develop better mobile health applications that meet the needs of the potential users.
Keywords: Intention to use, Mobile health, portability, Resistance to change, Technology anxiety, Technology
acceptance model
An EHealth Adoption Framework for Developing Countries: A Systematic Reviewhiij
There is growing interest in the rate of eHealth uptake resulting from the increased potential to advance the quality of healthcare services in both the developed and developing countries. Although the implementation of information and communication technology to support healthcare delivery would greatly address the quality and accessibility challenges in healthcare as well as reduction in the cost of healthcare delivery, the adoption of eHealth has not been fully realized. This study aimed at conducting a systematic literature review to establish the factors associated with the adoption of eHealth and propose a context-specific framework for successful adoption of eHealth technologies in developing countries such as Uganda. The systematic literature review process was guided by the Systematic Review Protocol. The review of 29 journals from the period 2009-2021 showed that, although the most widely used frameworks in the developing countries were Technology Adoption Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT) framework and Technology Organization Environment (TOE) framework, there were other salient factors reported by other researchers that contributed to the adoption of eHealth in developing countries. A novel framework for adoption of eHealth in the local context with eight (8) dimensions namely; Sociodemographic, Technology, Information, Socio-cultural, Organization, Governance, Ethical and legal and Financial dimensions is derived and presented as result of the research.
Understanding User’s Acceptance of Personal Cloud Computing: Using the Techno...Maurice Dawson
Personal Cloud Computing (PCC) is a rapidly growing technology, addressing the market demand of individual users for access to available and reliable resources. But like other new technologies, concerns and issues have surfaced with the adoption of PCC. Users deciding whether to adopt PCC may be concerned about the ease of use, usefulness, or security risks in the cloud. Negative attitudes toward using a technology have been found to negatively impact the success of that technology. The purpose of this study was to understand users’ acceptance of PCC. The population sample consisted of individual users within the United States between 18 and 80 years of age. The theoretical framework utilized in this study was based on the technology acceptance model (TAM). A web survey was conducted to assess the measurement and understanding of patterns demonstrated by participants. Our results shows that in spite of the potential benefits of PCC, security and privacy risks are deterring many users from moving towards PCC.
Antecedents of Knowledge Management Practices: Case of Malaysian PractitionersjournalBEEI
In this paper, we investigated the knowledge management (KM) behavior of executives in Malaysia who work in different sectors and involved in Information Technology (IT) related fields. We proposed a conceptual framework based on the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB) and Unified Theory of Acceptance and Use of Technology (UTAUT) to study their intention and involvement in KM initiatives. The knowledge creation theory (SECI process) was employed to operationalize KM intention and KM behavior. We proposed six independent variables that represent the social-cultural nature of KM as the antecedence of KM intention. These variables are trust, management support, decentralization, IT support, performance expectancy (PE), and effort expectancy (EE). Seventy-four executives from both private and government-linked organizations responded to our online questionnaire. SmartPLS3 was used to run the analysis. The reliability was ensured with the factor loadings, Cronbach’s alpha, Composite Reliability (CR) that met the fit requirement of above 0.6, 0.7 and 0.7 respectively. The convergent validity was confirmed through average variance extracted (AVE) that met the fit requirement of above 0.5. The discriminant validity was assessed by using Fornell and Larcker’s criterion. Finally, the structural model confirmed that only PE of KM, and EE of KM are the significant predictors of KM intention and the KM intention significantly predicts KM behavior. The implications of the findings are discussed in detail at the end of the paper.
Analysis of the User Acceptance for Implementing ISO/IEC 27001:2005 in Turkis...IJMIT JOURNAL
This study aims to develop a model for the user acceptance for implementing the information security standard (i.e. ISO 27001) in Turkish public organizations. The results of the surveys performed in Turkey reveal that the legislation on information security public which organizations have to obey is significantly related with the user acceptance during ISO 27001 implementation process. The fundamental components of our user acceptance model are perceived usefulness, attitude towards use, social norms, and performance expectancy.
EXTENSION OF TECHNOLOGY ACCEPTANCE MODEL (TAM): A STUDY ON INDIAN INTERNET BA...IAEME Publication
Internet banking plays significant role in the development of banking business in our country. An application of electronic service brings predominant changes in the way of doing banking transactions. In simpler terms, internet banking refers to banking through bank’s website with the help of internet connection. Internet banking provides lot of benefits to the customers as well as the banks. Internet banking provides different kinds of services to the customers in the form checking balances, account statement, pay utility bills etc
An Examination of the Prior Use of E-Learning Within an Extended Technology A...Maurice Dawson
The purpose of this empirical study was to test specific factors of behavioral intention to use m-learning in a community college setting using a modified technology acceptance model and antecedent factors suggested by the researcher’s review of the literature. In addition, the study’s purpose was to expand understanding of behavioral intention to use m-learning and to contribute to the growing body of research. This research model was based on relevant technology acceptance literature. The study examines the significance of “prior use of e-learning” and correlation with the behavioral intention to use m-learning. Existing models have looked at prior use of e-learning in other domains, but not specifically m-learning. Other models and studies have primarily looked at the prior use of e-learning variable as a moderating variable and not one that is directly related to attitude and behavioral intention. The study found that there is a relationship between prior use of e-learning and behavioral intention to use m-learning. This research direction was proposed by Lu and Viehland.
E-GOVERNANCE ADOPTION IN GOVERNMENT ORGANIZATION OF INDIAijmpict
India, the growing economic super-power proceeded with lightning speed towards the adoption and successful implementation of e-governance. The Government of West Bengal (federal unit of India) implemented e-governance in pension office i.e. Pension Management System (PMS), for faster and efficient delivery of public services. The success of PMS is dependent on many factors and one among them is the successful adoption by the employee which has been empirically analyzed. The study used the
Technology Acceptance Model (TAM) and Trust to build a conceptual model. Data collected from 60 employees working on the system and the model is assessed with regression analyses. The findings show that the determinants of the research model are support. The study also shows that the system doesn’t perform completely error free tasks which the Government of West Bengal should address. This is the first study of employee adoption of e-governance in pension office of India.
José Carlos Sánchez Prieto, Susana Olmos Migueláñez and Francisco J. García-Peñalvo.
Research Group in InterAction and eLearning (GRIAL)
IUCE
University of Salamanca
Preliminary Research on Adoption and Diffusion Model of SMEs E-Learning in Th...www.nbtc.go.th
Preliminary Research on Adoption
and Diffusion Model of SMEs
E-Learning in Thailand
Noppadol Tiamnara
Office of the National Broadcasting
and Telecommunications Commission, Thailand
The contribution of SMEs to
economic growth is widely recognized and
Thailand is one of the countries where
SMEs have always played a primary role in
digital economy environment. This paper is
a research-in-progress which aims to
construct a conceptual framework to
understand adoption and diffusion of
e-learning among small and medium-sized
enterprises (SMEs) in Thailand. Various
models of technology acceptance and
adoption are reviewed in this research to
analyze and apply for developing the
conceptual framework of the research. The
future work of the research is explained.
The results of the research in this paper will
provide recommendations to support SMEs
to utilize e-learning to foster the economic
impacts to the country. Analysis in this
research is based on quantitative approach.
Reference
http://www.ijcim.th.org/SpecialEditions/v23nSP2/02_25A_Preliminary.pdf
The Contribution of Information Technology Infrastructure in the Information ...IJRES Journal
There are some great innovations in e-government during the past decade. And there is intense competition between some governments and leaders in the supply of services on the Internet. Some countries do not want to stay behind in this area, where many governments have developed detailed strategies to realize the e-government programs. Despite differences in goals behind these programs from one country to another, but there are still many points of convergence between them particularly in information technology infrastructure field. However, Problems associated with the process of application and adoption of e-government due to poor systems and infrastructure construction, which negatively affects the adoption of the public services through the e-government portal, in particular in developing countries. This study argued contribution the information technology Infrastructure in Information Systems success in e-government agencies. Where there are weaknesses in the understanding of this contribution and its importance in many developing countries, so the researcher proposed a model to clarify this contribution, and expected a positive relationship between the information technology infrastructure factors and information systems success, and this affects positively or negatively the adoption of e-government.
Extending UTAUT to Explain Social Media Adoption by Microbusinesses IJMIT JOURNAL
This paper extends the use of the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain
social media adoption by microbusinesses. A canonical action research method is used to study social
media adoption in microbusiness, and a post positivist approach is used to report the results based on a
predetermined premise. It is found that the major constructs of performance and effort expectancy played
an insignificant role, and social influence and facilitating conditions did not influence the behavioral and
adoption intentions of social media by microbusiness owners. Owner characteristics and codification effort
dominated the use behavior. The goal of microbusiness owners in gaining additional customers leads to
behavioral modification resulting in replacing of behavioral intention with goals as a superior method of
predicting adoption behavior within the context of microbusinesses
EXTENDING UTAUT TO EXPLAIN SOCIAL MEDIA ADOPTION BY MICROBUSINESSESIJMIT JOURNAL
Bloom’s Taxonomy (BT) have been used to classify the objectives of learning outcome by dividing the learning into three different domains; the cognitive domain, the effective domain and the psychomotor domain. In this paper, we are introducing a new approach to classify the questions and learning outcome statements (LOS) into Blooms taxonomy (BT) and to verify BT verb lists, which are being cited and used by academicians to write questions and (LOS). An experiment was designed to investigate the semantic relationship between the action verbs used in both questions and LOS to obtain more accurate classification of the levels of BT. A sample of 775 different action verbs collected from different universities allows us to measure an accurate and clear-cut cognitive level for the action verb. It is worth mentioning that natural language processing techniques were used to develop our rules as to induce the questions into chunks in order to extract the action verbs. Our proposed solution was able to classify the action verb into a precise level of the cognitive domain. We, on our side, have tested and evaluated our proposed solution using confusion matrix. The results of evaluation tests yielded 97% for the macro average of precision and 90% for F1. Thus, the outcome of the research suggests that it is crucial to analyse and verify the action verbs cited and used by academicians to write LOS and classify their questions based on blooms taxonomy in order to obtain a definite and more accurate classification.
In this case study we identify the factors that influence the adoption of a new system in a major company in Saudi Arabia. We develop a theoretical framework to help derive better understanding of system adoption via socio-technical integration.
We formulation of 14 hypotheses that were tested via a survey of 42 system users. Management support and change management were found to be significant factors influencing system adoption. As a result, the 14 null hypotheses were rejected due to their statistical significance (p-value < 0.05). Discussions and recommendations for future research are discussed.
Extending utaut to explain social media adoption by microbusinessesIJMIT JOURNAL
This paper extends the use of the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain social media adoption by microbusinesses. A canonical action research method is used to study social media adoption in microbusiness, and a post positivist approach is used to report the results based on a predetermined premise. It is found that the major constructs of performance and effort expectancy played an insignificant role, and social influence and facilitating conditions did not influence the behavioral and adoption intentions of social media by microbusiness owners. Owner characteristics and codification effort dominated the use behavior. The goal of microbusiness owners in gaining additional customers leads to behavioral modification resulting in replacing of behavioral intention with goals as a superior method of predicting adoption behavior within the context of microbusinesses.
Understanding User’s Acceptance of Personal Cloud Computing: Using the Techno...Maurice Dawson
Personal Cloud Computing (PCC) is a rapidly growing technology, addressing the market demand of individual users for access to available and reliable resources. But like other new technologies, concerns and issues have surfaced with the adoption of PCC. Users deciding whether to adopt PCC may be concerned about the ease of use, usefulness, or security risks in the cloud. Negative attitudes toward using a technology have been found to negatively impact the success of that technology. The purpose of this study was to understand users’ acceptance of PCC. The population sample consisted of individual users within the United States between 18 and 80 years of age. The theoretical framework utilized in this study was based on the technology acceptance model (TAM). A web survey was conducted to assess the measurement and understanding of patterns demonstrated by participants. Our results shows that in spite of the potential benefits of PCC, security and privacy risks are deterring many users from moving towards PCC.
Antecedents of Knowledge Management Practices: Case of Malaysian PractitionersjournalBEEI
In this paper, we investigated the knowledge management (KM) behavior of executives in Malaysia who work in different sectors and involved in Information Technology (IT) related fields. We proposed a conceptual framework based on the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB) and Unified Theory of Acceptance and Use of Technology (UTAUT) to study their intention and involvement in KM initiatives. The knowledge creation theory (SECI process) was employed to operationalize KM intention and KM behavior. We proposed six independent variables that represent the social-cultural nature of KM as the antecedence of KM intention. These variables are trust, management support, decentralization, IT support, performance expectancy (PE), and effort expectancy (EE). Seventy-four executives from both private and government-linked organizations responded to our online questionnaire. SmartPLS3 was used to run the analysis. The reliability was ensured with the factor loadings, Cronbach’s alpha, Composite Reliability (CR) that met the fit requirement of above 0.6, 0.7 and 0.7 respectively. The convergent validity was confirmed through average variance extracted (AVE) that met the fit requirement of above 0.5. The discriminant validity was assessed by using Fornell and Larcker’s criterion. Finally, the structural model confirmed that only PE of KM, and EE of KM are the significant predictors of KM intention and the KM intention significantly predicts KM behavior. The implications of the findings are discussed in detail at the end of the paper.
Analysis of the User Acceptance for Implementing ISO/IEC 27001:2005 in Turkis...IJMIT JOURNAL
This study aims to develop a model for the user acceptance for implementing the information security standard (i.e. ISO 27001) in Turkish public organizations. The results of the surveys performed in Turkey reveal that the legislation on information security public which organizations have to obey is significantly related with the user acceptance during ISO 27001 implementation process. The fundamental components of our user acceptance model are perceived usefulness, attitude towards use, social norms, and performance expectancy.
EXTENSION OF TECHNOLOGY ACCEPTANCE MODEL (TAM): A STUDY ON INDIAN INTERNET BA...IAEME Publication
Internet banking plays significant role in the development of banking business in our country. An application of electronic service brings predominant changes in the way of doing banking transactions. In simpler terms, internet banking refers to banking through bank’s website with the help of internet connection. Internet banking provides lot of benefits to the customers as well as the banks. Internet banking provides different kinds of services to the customers in the form checking balances, account statement, pay utility bills etc
An Examination of the Prior Use of E-Learning Within an Extended Technology A...Maurice Dawson
The purpose of this empirical study was to test specific factors of behavioral intention to use m-learning in a community college setting using a modified technology acceptance model and antecedent factors suggested by the researcher’s review of the literature. In addition, the study’s purpose was to expand understanding of behavioral intention to use m-learning and to contribute to the growing body of research. This research model was based on relevant technology acceptance literature. The study examines the significance of “prior use of e-learning” and correlation with the behavioral intention to use m-learning. Existing models have looked at prior use of e-learning in other domains, but not specifically m-learning. Other models and studies have primarily looked at the prior use of e-learning variable as a moderating variable and not one that is directly related to attitude and behavioral intention. The study found that there is a relationship between prior use of e-learning and behavioral intention to use m-learning. This research direction was proposed by Lu and Viehland.
E-GOVERNANCE ADOPTION IN GOVERNMENT ORGANIZATION OF INDIAijmpict
India, the growing economic super-power proceeded with lightning speed towards the adoption and successful implementation of e-governance. The Government of West Bengal (federal unit of India) implemented e-governance in pension office i.e. Pension Management System (PMS), for faster and efficient delivery of public services. The success of PMS is dependent on many factors and one among them is the successful adoption by the employee which has been empirically analyzed. The study used the
Technology Acceptance Model (TAM) and Trust to build a conceptual model. Data collected from 60 employees working on the system and the model is assessed with regression analyses. The findings show that the determinants of the research model are support. The study also shows that the system doesn’t perform completely error free tasks which the Government of West Bengal should address. This is the first study of employee adoption of e-governance in pension office of India.
José Carlos Sánchez Prieto, Susana Olmos Migueláñez and Francisco J. García-Peñalvo.
Research Group in InterAction and eLearning (GRIAL)
IUCE
University of Salamanca
Preliminary Research on Adoption and Diffusion Model of SMEs E-Learning in Th...www.nbtc.go.th
Preliminary Research on Adoption
and Diffusion Model of SMEs
E-Learning in Thailand
Noppadol Tiamnara
Office of the National Broadcasting
and Telecommunications Commission, Thailand
The contribution of SMEs to
economic growth is widely recognized and
Thailand is one of the countries where
SMEs have always played a primary role in
digital economy environment. This paper is
a research-in-progress which aims to
construct a conceptual framework to
understand adoption and diffusion of
e-learning among small and medium-sized
enterprises (SMEs) in Thailand. Various
models of technology acceptance and
adoption are reviewed in this research to
analyze and apply for developing the
conceptual framework of the research. The
future work of the research is explained.
The results of the research in this paper will
provide recommendations to support SMEs
to utilize e-learning to foster the economic
impacts to the country. Analysis in this
research is based on quantitative approach.
Reference
http://www.ijcim.th.org/SpecialEditions/v23nSP2/02_25A_Preliminary.pdf
The Contribution of Information Technology Infrastructure in the Information ...IJRES Journal
There are some great innovations in e-government during the past decade. And there is intense competition between some governments and leaders in the supply of services on the Internet. Some countries do not want to stay behind in this area, where many governments have developed detailed strategies to realize the e-government programs. Despite differences in goals behind these programs from one country to another, but there are still many points of convergence between them particularly in information technology infrastructure field. However, Problems associated with the process of application and adoption of e-government due to poor systems and infrastructure construction, which negatively affects the adoption of the public services through the e-government portal, in particular in developing countries. This study argued contribution the information technology Infrastructure in Information Systems success in e-government agencies. Where there are weaknesses in the understanding of this contribution and its importance in many developing countries, so the researcher proposed a model to clarify this contribution, and expected a positive relationship between the information technology infrastructure factors and information systems success, and this affects positively or negatively the adoption of e-government.
Extending UTAUT to Explain Social Media Adoption by Microbusinesses IJMIT JOURNAL
This paper extends the use of the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain
social media adoption by microbusinesses. A canonical action research method is used to study social
media adoption in microbusiness, and a post positivist approach is used to report the results based on a
predetermined premise. It is found that the major constructs of performance and effort expectancy played
an insignificant role, and social influence and facilitating conditions did not influence the behavioral and
adoption intentions of social media by microbusiness owners. Owner characteristics and codification effort
dominated the use behavior. The goal of microbusiness owners in gaining additional customers leads to
behavioral modification resulting in replacing of behavioral intention with goals as a superior method of
predicting adoption behavior within the context of microbusinesses
EXTENDING UTAUT TO EXPLAIN SOCIAL MEDIA ADOPTION BY MICROBUSINESSESIJMIT JOURNAL
Bloom’s Taxonomy (BT) have been used to classify the objectives of learning outcome by dividing the learning into three different domains; the cognitive domain, the effective domain and the psychomotor domain. In this paper, we are introducing a new approach to classify the questions and learning outcome statements (LOS) into Blooms taxonomy (BT) and to verify BT verb lists, which are being cited and used by academicians to write questions and (LOS). An experiment was designed to investigate the semantic relationship between the action verbs used in both questions and LOS to obtain more accurate classification of the levels of BT. A sample of 775 different action verbs collected from different universities allows us to measure an accurate and clear-cut cognitive level for the action verb. It is worth mentioning that natural language processing techniques were used to develop our rules as to induce the questions into chunks in order to extract the action verbs. Our proposed solution was able to classify the action verb into a precise level of the cognitive domain. We, on our side, have tested and evaluated our proposed solution using confusion matrix. The results of evaluation tests yielded 97% for the macro average of precision and 90% for F1. Thus, the outcome of the research suggests that it is crucial to analyse and verify the action verbs cited and used by academicians to write LOS and classify their questions based on blooms taxonomy in order to obtain a definite and more accurate classification.
In this case study we identify the factors that influence the adoption of a new system in a major company in Saudi Arabia. We develop a theoretical framework to help derive better understanding of system adoption via socio-technical integration.
We formulation of 14 hypotheses that were tested via a survey of 42 system users. Management support and change management were found to be significant factors influencing system adoption. As a result, the 14 null hypotheses were rejected due to their statistical significance (p-value < 0.05). Discussions and recommendations for future research are discussed.
Extending utaut to explain social media adoption by microbusinessesIJMIT JOURNAL
This paper extends the use of the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain social media adoption by microbusinesses. A canonical action research method is used to study social media adoption in microbusiness, and a post positivist approach is used to report the results based on a predetermined premise. It is found that the major constructs of performance and effort expectancy played an insignificant role, and social influence and facilitating conditions did not influence the behavioral and adoption intentions of social media by microbusiness owners. Owner characteristics and codification effort dominated the use behavior. The goal of microbusiness owners in gaining additional customers leads to behavioral modification resulting in replacing of behavioral intention with goals as a superior method of predicting adoption behavior within the context of microbusinesses.
FACTORS AFFECTING KNOWLEDGE SHARING USING VIRTUAL PLATFORMS – A VALIDATION OF...ijmpict
Knowledge sharing is an important initiative in creating competitive advantage. As an important tool in the
successful implementation of Knowledge Management (KM), sharing knowledge is seen to be the most
important practice and resource which organization possesses. Various organizations have developed
strategies to ensure that KM is successful by embedding knowledge sharing practices in their routine work
processes. Nowadays, people have been using virtual platforms and web-based technologies, such as
Internet, Intranet, blogs, social media, and other online technology, for sharing knowledge and
information. The purpose of this study is to evaluate factors that can inculcate knowledge sharing behavior
using the virtual platforms. Therefore, this study will adopt Unified Theory of Acceptance and Use of
Technology (UTAUT) to investigate the key factors on this sharing behavior. The UTAUT model adopted in
this paper is empirically tested on a sample of 510respondents, and significant relationships among these
constructs were found.
How important is the social” insocial networking A perceivLizbethQuinonez813
How important is the “social” in
social networking? A perceived
value empirical investigation
Mihail Cocosila
Faculty of Business, Athabasca University, Athabasca, Canada, and
Andy Igonor
JR Shaw School of Business, Northern Alberta Institute of Technology,
Edmonton, Canada
Abstract
Purpose – The purpose of this paper is to report on a value-based empirical investigation of the
adoption of Twitter social networking application. The unprecedented popularity of social networking
applications in a short time period warrants exploring theory-based reasons of their success.
Design/methodology/approach – A cross-sectional survey-based study to elicit user views on
Twitter was conducted with participants recruited through the web site of a North-American university.
Findings – All facets of perceived value considered in the study (utilitarian, hedonic and social) had
a significant and relatively strong influence on consumer intent to use Twitter. Quite surprisingly for a
social networking application, though, the social value facet had comparatively the weakest contribution
in the use equation.
Research limitations/implications – User value perception might have been influenced by the
features of the actual social networking application under scrutiny (i.e. Twitter in this case).
Practical implications – To maximize the chances of success of new social networking applications,
developers and marketers of these media should focus on the hedonic and utilitarian sides of their
perceived value.
Social implications – Additional efforts are necessary to better understand the reasons and factors
leading to a comparatively lower social value perception of a social networking application, compared
to its hedonic and utilitarian values.
Originality/value – Overall, the study opens the door for investigating user perceptions on popular
social networking applications in an effort to understand the unparalleled success of these services in a
short time period.
Keywords Perceptions, Social media, Technology adoption, Social networking, Perceived value,
Twitter, User satisfaction
Paper type Research paper
1. Introduction
Social networking applications recorded an unprecedented success in just few of the
recent years. For instance, people in the USA have been spending 22 per cent of
the time they are online on social media sites while nine million users in Australia have
been spending almost nine hours per month, on average, using top social media
applications (Wikipedia, 2012). Despite these astonishing figures, the social networking
domain is still little understood. Definitions and borders of the social networking (also
called social media) phenomenon are still under debate. However, scholars seem to
agree that content generated by users is the key feature of any social networking
application. For instance, some conceptualization attempts define social media as “a
group of Internet-based applications that build on the ideological and technological
Informat ...
Social Media Datasets for Analysis and Modeling Drug Usageijtsrd
This paper based on the research carried out in the area of data mining depends for managing bulk amount of data with mining in social media on using composite applications for performing more sophisticated analysis. Enhancement of social media may address this need. The objective of this paper is to introduce such type of tool which used in social network to characterised Medicine Usage. This paper outlined a structured approach to analyse social media in order to capture emerging trends in medicine abuse by applying powerful methods like Machine Learning. This paper describes how to fetch important data for analysis from social network. Then big data techniques to extract useful content for analysis are discussed. Sindhu S. B | Dr. B. N Veerappa "Social Media Datasets for Analysis and Modeling Drug Usage" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd25246.pdfPaper URL: https://www.ijtsrd.com/engineering/computer-engineering/25246/social-media-datasets-for-analysis-and-modeling-drug-usage/sindhu-s-b
FirstReview these assigned readings; they will serve as your .docxclydes2
First:
Review these assigned readings; they will serve as your scientific sources of accurate information:
http://www.closerlookatstemcells.org/Top_10_Stem_Cell_Treatment_Facts.html
http://www.closerlookatstemcells.org/How_Science_Becomes_Medicine.html
http://www.newvision.co.ug/news/649266-fighting-ageing-using-stem-cell-therapy.html
http://www.nature.com/news/stem-cells-in-texas-cowboy-culture-1.12404
http://www.cbc.ca/radio/whitecoat/blog/stem-cell-hype-and-risk-1.3654515
http://stm.sciencemag.org/content/7/278/278ps4.full
Next:
Use a standard Google search for this phrase: “stem cell therapy.” Do not go to Google Scholar. Select one of the websites, blogs, or other locations that offer stem cell therapies.
Save the link for your selected site.
Read the materials provided on your selected site and find out who the authors and sponsors of the site are by going to their “home” or “about us” pages.
Finally, submit your responses to the following in an essay of 500-750 words (2-3 pages of text—use a separate page for a title and for your references):
You are going to prepare a critique of the site you located and compare it to the scientific information available on this therapy.
Give the full title of the website, web blog, or other site that you selected, along with the link.
Describe the therapy that is being offered and what conditions it is designed to treat.
Who are the authors and sponsors of the site you selected?
Compare the claims about the therapy offered to what is said in the assigned readings about this type of therapy. You may have to use our library, as well, to determine what scientists and researchers have to say about the use of stem cells to treat this condition.
Would you say that the therapy you found is a well-established, proven technique for humans, or more of an experimental, unproven approach?
What about the type of language discussed in the Goldman article? Is the therapy you found using sensationalist claims and terminology that are not supported by the scientific research?
Would you recommend that a patient with this condition go ahead and participate in this treatment? Why or why not?
Literature review on how Information Technology has impacted governing bodies’ ability to align public policy with stakeholder needs
Nowadays, the governing bodies both in public and private sectors are dealing with complex systems on a day to day operations. These systems are made up of different components which present varying interactions and interrelationships with and/or among each other; therefore, making their management to be difficult or challenging. Indeed, Ruiz, Zabaleta & Elorza (2016), highlighted that public policymakers have to deal with complex systems which involve heterogeneous agents that act in non-linear behaviors making their management difficult. Neziraj & Shaqiri (2018) also stated that the policymakers are faced with problems which are complex and non-uniform due to a lot of uncertainties and risk situ.
Top 20 Cited Research Articles in Information Management - 2021IJMIT JOURNAL
International Journal of Managing Information Technology (IJMIT) is a quarterly open access peer-reviewed journal that publishes articles that contribute new results in all areas of the strategic application of information technology (IT) in organizations. The journal focuses on innovative ideas and best practices in using IT to advance organizations – for-profit, non-profit, and governmental. The goal of this journal is to bring together researchers and practitioners from academia, government and industry to focus on understanding both how to use IT to support the strategy and goals of the organization and to employ IT in new ways to foster greater collaboration, communication and information sharing both within the organization and with its stakeholders. The International Journal of Managing Information Technology seeks to establish new collaborations, new best practices, and new theories in these areas
How social media is redefining the approach to research.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
APPLYING THE TECHNOLOGY ACCEPTANCE MODEL TO UNDERSTAND SOCIAL NETWORKING ijcsit
This study examines the individuals’ participation intentions and behaviour on Social Networking Sites (SNSs). For this purpose, the Technology Acceptance Model (TAM) is utilized and extended in this study through the addition of “perceived social capital” construct aiming to increase its explanatory power and predictive ability in this context. Data collected from a survey of 1100 participants and distilled to 657 usable sets has been analysed to assess the predictive power of proposed model via structural equation modelling. The model proposed in this study explains 56% of the variance in “Participation Intentions” and 55% of the variance in “Participation Behaviour”. Participation of behavioural intention in the model’
explanatory power was the highest amongst the constructs (able to explain 28% of usage behaviour).While, “Attitude” explain around 11% of SNSs usage behaviour. The study findings also show that “Perceived Social Capital” construct has a notable impact on usage behaviour, this impact came indirectly through its direct effect on “Attitude” and “Perceived Usefulness”. Participation of “Perceived Social Capital” in the models' explanatory power was the third highest amongst the constructs. “Perceived Social Capital”, alone explain around 9% of SNSs usage behaviour.
Collusion-resistant multiparty data sharing in social networksIJECEIAES
The number of users on online social networks (OSNs) has grown tremendously over the past few years, with sites like Facebook amassing over a billion users. With the popularity of OSNs, the increase in privacy risk from the large volume of sensitive and private data is inevitable. While there are many features for access control for an individual user, most OSNs still need concrete mechanisms to preserve the privacy of data shared between multiple users. The proposed method uses metrics such as identity leakage (IL) and strength of interaction (SoI) to fine-tune the scenarios that use privacy risk and sharing loss to identify and resolve conflicts. In addition to conflict resolution, bot detection is also done to mitigate collusion attacks. The final decision to share the data item is then ascertained based on whether it passes the threshold condition for the above metrics.
This 5 week training course aims to introduce participants to the definition of entrepreneurship, the rationale for engaging in entrepreneurial activities and the social and financial benefits associated with these activities. Completing participants will develop an understanding of the entrepreneur as social, economic and technological change agents and begin to apply this knowledge in their
professional activities.
Extending canonical action research model to implement social media in microb...Debashish Mandal
This paper points out the limitation of Canonical Action Research (CAR) during the adoption process of social media by microbusinesses. CAR is found rigid since it does not permit to iterate within its stages. A CAR project is used to demonstrate the need for such flexibility. Pragmatism leads to a trial-and-error problem solving approach defying the fixed stages of a cycle. Rigidity issue with CAR is observed in the literature leading to development of Action Design Research (ADR) model. ADR has two problems: (a) consulting orientation with no philosophical standpoint, focused on development of IT artefact; and (b) definition of IT artefact. ADR treats IT artefact as technology as structure restricting its use in other views of technology. This paper proposes a versatile CAR with elements of design research to be used in volatile, diminished theory driven situation wherein the primary focus is theoretical development arising from solving problems of the participants.
Extending car to explain social media adoption byDebashish Mandal
This paper establishes inadequacies of the Unified Theory of Acceptance and Use of Technology (UTAUT) theory to explain social media adoption by microbusinesses. Literature review confirms the explaining power of UTAUT in variety of technology adoption by businesses. This paper uses UTAUT theory to implement social media technology in microbusinesses. Canonical action research method is adopted to introduce social media in microbusinesses. A post positivist approach is used to report the results based on a predetermined premise. It was found that the major constructs of performance and effort expectancy played insignificant role in establishing behavioural and adoption intention of social media by microbusinesses. Social influence and facilitating condition did not influence the behavioural intentions of the microbusiness owners. Individual characteristics and codification effort dominated the use behaviour. Goal of gaining customers leads to behavioural modification resulting in replacing of behavioural intention with goals as a superior method of predicting adoption behaviour within the context of microbusinesses. This paper extends the UTAUT to explain social media adoption in microbusinesses.
Extending utaut to explain social media adoption byDebashish Mandal
This paper establishes inadequacies of the Unified Theory of Acceptance and Use of Technology (UTAUT) theory to explain social media adoption by microbusinesses. Literature review confirms the explaining power of UTAUT in variety of technology adoption by businesses. This paper uses UTAUT theory to implement social media technology in microbusinesses. Canonical action research method is adopted to introduce social media in microbusinesses. A post positivist approach is used to report the results based on a predetermined premise. It was found that the major constructs of performance and effort expectancy played insignificant role in establishing behavioural and adoption intention of social media by microbusinesses. Social influence and facilitating condition did not influence the behavioural intentions of the microbusiness owners. Individual characteristics and codification effort dominated the use behaviour. Goal of gaining customers leads to behavioural modification resulting in replacing of behavioural intention with goals as a superior method of predicting adoption behaviour within the context of microbusinesses. This paper extends the UTAUT to explain social media adoption in microbusinesses.
This article has been prepared on educational basis with the sole intention of demonstrating to users strategies for increasing and engaging fans on facebook business page.
This article has been prepared on educational basis with the sole intention of demonstrating to users strategies for increasing and engaging fans on facebook business page.
THE IMPACT OF SOCIALMEDIA ON ENTREPRENEURIAL NETWORKSDebashish Mandal
This is the actual Research Proposal runs in to 70 pages. The primary purpose of this research is to examine the process of adoption of social media in
small businesses and investigate the impact it has on the business network of the
owner/entrepreneur. The intended output of the investigation is to construct a robust social
media adoption model specifically designed for small business. The model will be designed
in a manner which will be helpful for practitioners and academics alike.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Monitoring Java Application Security with JDK Tools and JFR Events
Extending UTAUT to explain social media adoption by microbusinesses
1. New Zealand Information Systems Doctoral Consortium – Conference held on 31st August 2012 at
University of Waikato
Debashish Mandal - University of Waikato dm110@waikato.ac.nz
Chief Supervisor: Prof. Robert J McQueen
Supervisor: Dr. Stuart Dillion and Dr. Karyn Rastrick
Title
Extending UTAUT to explain social media adoption by microbusinesses
Abstract
This paper establishes inadequacies of the Unified Theory of Acceptance and Use of Technology
(UTAUT) theory to explain social media adoption by microbusinesses. Literature review confirms the
explaining power of UTAUT in variety of technology adoption by businesses. This paper uses UTAUT
theory to implement social media technology in microbusinesses. Canonical action research method
is adopted to introduce social media in microbusinesses. A post positivist approach is used to report
the results based on a predetermined premise. It was found that the major constructs of performance
and effort expectancy played insignificant role in establishing behavioural and adoption intention of
social media by microbusinesses. Social influence and facilitating condition did not influence the
behavioural intentions of the microbusiness owners. Individual characteristics and codification effort
dominated the use behaviour. Goal of gaining customers leads to behavioural modification resulting
in replacing of behavioural intention with goals as a superior method of predicting adoption
behaviour within the context of microbusinesses. This paper extends the UTAUT to explain social
media adoption in microbusinesses.
Key words
UTAUT, social media, action research, microbusiness
2. New Zealand Information Systems Doctoral Consortium – Conference held on 31st August 2012 at
University of Waikato
Social media is being adopted by business primarily to talk with the customer rather than the old
method of talk at the customer. Applications are simple, free; web based, and depends on content,
which is generated by the user. It supports parallel multiple communications with business to
consumer, consumer to consumer, and a network of forums or groups. These groups specialises in
subjects or share common interest having a great influence on buying decisions of a buyer. Businesses
are trying to participate in this communication to gather perception of customers about products and
get ideas about new product development. Another prominent use is dissemination of information
such as daily deals, which can be broadcasted by the business to a select target group of users who
have opted to receive this information. The micro broadcasting capability to a select group has been
used recently in various campaigns prominently the Egypt revolution. The people were able to self-
organise and keep up the tempo by publishing photos of the struggle and gather world support leading
to the ultimate over throwing of the government.
The micro publishing feature has revolutionised small businesses that are able to circumvent large and
expensive media to bring attention, market and sell their products and services. Many microbusinesses
have adopted Twitter and Facebook with varying levels of success. The primary question that arises
how can microbusiness take advantage of the micro publishing feature of the social media for their
businesses? This paper aims to answer this question using UTAUT the most dominant adoption
theory that explains almost seventy per cent of variance in adoption behaviour. The literature review
identifies the gap in the literature to establish the uniqueness of this investigation. Next, research
questions are framed and following a post positivist approach suitable propositions has been
developed. The action research method is described along with the data analysis process. The results
of the investigation are presented followed by the discussion section that links back to the literature
review and propositions pointing out agreement and disagreements with the same. Finally, before
concluding, the primary limitation of single case study (rigour) and ways to circumvent the same is
detailed.
Literature review
The review identifies gap in the literature on microbusiness adoption of information systems using the
UTAUT theory. Scant investigation has been performed using the UTAUT in small business sector.
In reference to social media, limited investigation has been performed on its adoption by businesses
using the UTAUT. These investigations primarily used TAM. This research addresses the gap by
providing the knowledge on the predicting capability of UTAUT in social media adoption by
microbusinesses. For detailed analysis of UTAUT reader can refer to Dwivedi, Mustafee, Carter, &
Williams (2010); Dwivedi, Rana, Chen, & Williams (2011) and Oye, A.Iahad, & Ab.Rahim (2012).
The first two are biblometric analysis and meta-analysis the third being a complete history of
UTAUT.
Specific extensions to the UTAUT has been covered by Venkatesh, Thong, & Xu (2012) proposing
the UTAUT2 specifically from individual consumer context adding habit, hedonic motivation and
price value as new constructs. Habit in UTAUT2 is obtained from the individual characteristics theory
also called as the big five personality traits. Such extension has been performed by Devaraj, Easley, &
Crant (2008) adding individual characteristics to the UTAUT. Microbusiness owners are individuals
and their characteristics may play an important role in adoption of social media. UTAUT construct of
behavioural intention has been questioned by Venkatesh, Brown, Maruping, & Bala (2008) suggesting
behavioural expectation as an appropriate replacement for behavioural intention. The relation between
behavioural intention and use behaviour has been questioned by Sheppard, Hartwick, & Warshaw
(1988). Bagozzi (2007) opines that, “the intention-behaviour linkage is probably the most uncritically
accepted assumption” (p. 245) turning in favour of a goal oriented model.
UTAUT and technology diffusion theory has been used to understand social media adoption (Twitter)
in a business environment. Günther, Krasnova, Riehle, & Schondienst (2009) identify codification
effort and reputation as new constructs affecting behaviour in adoption of twitter for inter office
communication. Time and privacy was the overriding concern for all the participants. DiMicco et al.
3. New Zealand Information Systems Doctoral Consortium – Conference held on 31st August 2012 at
University of Waikato
(2008) find out that caring, climbing and campaigning are the biggest motivators of use of social
media for IBM employees. Barnes & Böhringer (2011) identify habit as a dominant factor for use of
micro blogging in a business communication environment. The habit construct points to individual
characteristics as incorporated in UTAUT2. Turban, Bolloju, & Liang, (2011) identify that social
networking in enterprises poses several risk in terms of legal risk, internet resources, security,
intellectual property and misuse by employees by wasting time on such networks.
Finally within microbusiness literature on technology adoption Qureshil, Kamal, & Wolcott (2009)
identify technical ability of the owner as the primary lacunae in successfully leveraging the
technology. The technical ability can be easily linked to individual characteristics and innovativeness
discussed above. Literature on microbusinesses focuses on scarce resources leading to predominance
of networking and sharing. However, such networking is necessarily offline and hence not considered
in this literature review. Time can be a scarce resource and has been considered earlier above.
Technology adoption literature on Small and medium enterprise (SME) is substantial such as Li,
Troutt, Brandyberry, & Wang (2011) identify relative advantage as the main factor in post technology
adoption. Street & Meister (2004) establish the role of information systems to compliment the
informal communication system existing internally and externally in an SME. Macredie & Mijinyawa
(2011) identify relative advantage, compatibility complexity, and self-efficacy to play a prominent
role in open source software adoption by SME’s.
The literature gap positions this research as unique providing the much-needed knowledge on
applicability of UTAUT in social media adoption by microbusinesses. Secondly, role of individual
characteristics in social media adoption by microbusiness owner would be a valuable contextual
addition to the UTAUT theory and the existing body of knowledge. Finally, converting the UTAUT to
a goal-oriented model would increase the relevance of the overall model from a practitioner
perspective.
Research Questions
The research seeks to address the following question: How is social media adopted by
microbusinesses? To address this question UTAUT has been used as the theoretical base to
understand the adoption process of social media by microbusinesses. It is expected that the key
construct performance expectancy will play a prominent role in influencing the behavioural pattern of
microbusiness owners leading to greater use of social media tool. Secondly, due to the simplicity of
social media tools effort expectancy will play a non-significant role leading to immediate use of social
media by microbusiness owners. Social influence including image will play a pivotal role such that
the microbusiness owners will enjoy a higher self-esteem in being able to use a new and in-fashion
technology for marketing. Finally facilitating condition will play the role of a moderator such as it
will be important in the initial stages of adoption as originally theorised by UTAUT. The role of age,
gender, and experience is beyond the scope of this investigation. Voluntariness is not included for
reasons as cited in UTAUT2.The reporting style of this paper follows the recommendations by
DeLuca, Gallivan, & Kock (2008).
Method
Weak constructionist approach is followed with focus on examining utility of an artefact and limited
emphasis on reality. An action research method is employed by introducing social media Facebook
business page in the microbusiness. Training on use along with awareness has been planned on two
canonical action research cycles. A third unplanned cycle was required after completion of the first
two cycles. The third cycle inserts an illustrative demonstration for the participant to exemplify the
use of Facebook business page by similar businesses. The initial cycles are driven by UTAUT to
develop and guide the adoption process. The author is aware that UTAUT is a theory from the
positivist domain and this research hopes to extend the knowledge using an interpretive strategy. This
approach is consistent with Lee, (1994) who has interpretively examined media richness theory. The
first cycle was conducted evaluated and learning captured to lead to the second cycle. Evaluation and
4. New Zealand Information Systems Doctoral Consortium – Conference held on 31st August 2012 at
University of Waikato
learning from the second cycle required a third cycle. Due to space restriction the evaluation and
learning is reported in the results. It is understood that the evaluation and learning took place in
cycles.
Data collection is done by participant observation (memos) and unstructured interviews during the
action research implementation and finally a semi-structured interview after implementation and
adoption. Participant observation is possible since the facebook business page is a public tool.
Activity of the microbusiness owner on the tool can be easily observed. The observation is recorded
as memos for analysis. Data triangulation is done by conducting interview from two similar
microbusinesses already using facebook business page. Secondary data is obtained from the facebook
business pages and business mentors. This data is collected using social media tools such as Twitter,
LinkedIn, Facebook, and Blogs. Data analysis follows the recommendations from Baskerville (1999)
and DeLuca et al., (2008). Data collection and analysis is performed simultaneously through each
stage of diagnosis, action planning, action taking, evaluating and specifying learning. A list of code is
developed from theory such as efficacy, effort, performance, time, and goals for initial data analysis.
This initial codes help in early categorisation of the data during data collection. Later data is then
open coded followed by axial and selective coding to develop core categories. The coding activity is
performed using NVivo. Triangulation data is analysed following the above process. Follow-up
interviews and observation of the page is carried out after six months for confirmation of results.
Results
Contrary to the expectation, though the microbusiness owner is aware of the usefulness of Facebook
business page but is not capable and hesitant to use the same. Facebook business pages are technically
simple to use but the microbusiness owner struggled to find suitable content to engage the customer.
Time spent to use the tool become an important criteria to use the tool. Participants felt that it was
much easier to use the radio and print media rather than the social media site. On completion of the
first two cycles, the use of the tool died down after the initial “new” euphoria. The owner did not see
any benefit in using the tool in comparison to effort required for using the same. The microbusiness
owner was not greatly influenced by social situation. Image played little role over business
consideration. The owners had a headstrong belief leading to very little addition by the facilitator in
this case the researcher himself.
Discussion
The primary construct of UTAUT performance expectancy (which includes relative advantage) has
reduced importance in a social media adoption scenario. Bagozzi (2007) argues that “a person can
recognize and even accept that PU or attitudes are favourable criteria for deciding to act, but have no
desire to act and even explicitly decide not to act in the face of these reasons” (p. 245). This seems to
be also in contradiction to Li et al. (2011) and Macredie & Mijinyawa (2011) who have identified that
relative advantage plays important role in use of new technology by SME’s. New constructs under
effort expectancy such as codification effort and time required to use the tool downplayed the
importance of the tool. This is in agreement with finding of Günther et al. (2009) who have
highlighted the problem of finding the appropriate content. At this stage, it is not possible to establish
a causal relationship between the two constructs since data was not collected to support the same.
When the owners were presented with an illustrative module of use of the tool by exact same
businesses, they decided to make effort to use the tool. The owners reviewed the illustrative module
and decided to modify their behaviour towards using the tool with one of the owners taking the lead.
The successful microbusiness owners who have been using the page innovatively to the advantage of
their business seemed to have a positive effect on participants approach towards the tool. The
illustrative module invigorated the use of the facebook business page leading to substantial use by the
participant. This suggests that individual characteristic of innovation and training seems to play the
most deterministic role in adoption of social media by microbusiness. This is consistent with the
finding of Devaraj et al. (2008) and Venkatesh et al. (2012) who have pointed out the role of
5. New Zealand Information Systems Doctoral Consortium – Conference held on 31st August 2012 at
University of Waikato
individual characteristics. This research did not find any evidence of importance of habit as a
construct advocated by Venkatesh et al. (2012) and Barnes & Böhringer (2011). Consistent with the
finding of DiMicco et al. (2008) campaigning for its products and services took precedence rather
than customer care. As the participants saw value (usefulness) with customers responding to some of
their posts they made a proactive effort to use the tool. This point out that microbusiness owners are
enterprising people highly goal oriented and willing to do the necessary to achieve their goals. The
behavioural intention construct seemed to lose importance in face of desire to achieve their goals
determining the maximum indicator of adoption. It confirms the findings and propositions of Bagozzi
(2007), Venkatesh et al. (2008) and Sheppard et al. (1988). Based on the findings Figure 1 below
summarises the extended model of social media adoption by microbusiness.
Figure 1 Extended UTAUT Model
Individual Characteristics
1. Innovativeness
2. Personality Traits
Social Media Use Goals
Effort Expectancy 1. Duration 1. Gain New Customer
1. Codification Effort 2. Frequency 2. Engage Customer
2. Time Required 3. Intensity 3. Word of Mouth Marketing
Performance Expectancy
1. Usefulness
2. Outcome Expectations Moderator
Social Influence Facilitating Conditions
1. Social Factors 1. Training & Support
Theoretical contributions
From Figure 1it is theorised that desire to achieve goals using the social media tool primarily play the
most important indicator of adoption. Microbusiness owners are capable of undergoing modification
to their behaviour to achieve their goals. Achievement of goals would be primary and the maximum
motivator leading to social media adoption. Goal achievement is based on individual characteristics
which is the second most important construct followed by effort expectancy. The two-way arrow
indicates that social media use evolves over time as the owner develops a comfort zone and gets used
to the medium and the idea of chatting with the customers. As the owner achieves the goal of gaining
new customers it provides encouragement to try out new ideas, spend more time, and understand the
usefulness of the medium. The loop continues as the owner discovers new use of the social media
tool. The developed theory will be used to implement and examine social media adoption in other
microbusinesses to validate the theory and refine the findings.
Implications for research
A fresh look is required for use of TAM and UTAUT specifically while examining technology
adoption by microbusinesses. Due to single case study, the individual characteristics could not be
examined in detail. It leaves questions unanswered such as why personality trait is relevant for social
media adoption by microbusinesses. Goal oriented models need to incorporated rather than
behavioural intentions, which have a greater capability to predict technology adoption by
6. New Zealand Information Systems Doctoral Consortium – Conference held on 31st August 2012 at
University of Waikato
microbusinesses. In the positivist sense, it is necessary to compare the efficiency of a goal-oriented
model against a behaviour-based model. Paradigmatically the balancing of reality (behaviour) versus
use of an IT artefact (goal) model would require efficient research design. There may be causal
relationship between individual characteristics and effort expectancy, which can be explained better
through an interpretive standpoint. In the usual positivist argument high effort requires a challenge-
oriented person (individual characteristics) to play a pivotal role in deciding extend of adoption. Such
a straightforward relationship could be difficult to establish since innovativeness can play spoilsport.
The nature of innovativeness is a personal trait, which can be better explored through further close
contact interpretive investigations. Overall, further investigation is necessary to establish straight
forward hypothesis for positivist oriented investigation.
Strengths and limitations
Action research employed helped the researcher to portray the adoption process at extremely close
quarters within the business. Data triangulation from similar business makes the research extremely
relevant for retail microbusinesses. The extensions and modifications made to the UTAUT are
consistent with past suggestions and modifications.
Since a single case study has been used, higher value has been put forward for relevance rather than
rigour. The theory development is based on a single case. This exploratory development was
necessary due to absence of theory in adoption of social media by microbusiness. The limitation of
this study shall be overcome by conducting further action research investigation using the developed
theory. No negative evidence was collected to falsify the theory leading to major flaw in the theory
development process. However, the limited scope of the investigation did not permit looking for
negative evidences. The case of bias against action research is substantially strong. In this case, the
author was actively involved with the practitioner over elongated period leading to going native. The
author managed the going native aspect by recognising the dual cycle of action (a) the research cycle
and (b) the problem solving cycle. In this manner, distinctly separating the two cycle’s bias was
managed to bring about a non-partial collection and analysis of data.
Implications for practice
The two main implication are (a) Patience is a virtue and social media experience cannot be done
overnight. (b) The microbusiness owner is the best judge about his business. Communication with the
customer cannot be outsourced. Practise is required to gain efficacy with social media. Regular and
continuous systematic use will lead to benefits. It is efficient to learn from established facebook users
by observing their content. Innovative trial-and-error use of the facebook business page is necessary
to understand the best possible engaging experience for the customer.
Conclusions
The paper makes out a case for extending the UTAUT to accommodate the adoption of social media
process by microbusinesses. Individual characteristics of innovativeness on use of the facebook
business page seemed to be the most dominant role for adopting social media. Codification effort and
time required for using the tool can significantly undermine use of the tool. The learning curve for
technologically less informed business owners may be higher. A goal-oriented model is simpler for
the practitioner community to understand and follow rather than behavioural intention. Further
interpretive investigation is required for developing solid hypothesis for a positivist-oriented
investigation.
7. New Zealand Information Systems Doctoral Consortium – Conference held on 31st August 2012 at
University of Waikato
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