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
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 microbusinessesDebashish 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.
Research on the field of using social media has gained more importance in the recent days due to the rapid development of social media technologies. Looking at the behavioral intention and attitude of using social media for collaborative learning within Malaysian higher educational institutions and the influencing factors in this regard has received little attention by researchers. The study aims at examining the determinants that affect learners’ attitude and behavior intention regarding their use social media to achieve collaborative learning. Such examination is carried out by using the Theory Acceptance Model (TAM) and Unified Theory of Acceptance and Usage of Technology (UTAUT). A total of 243 participants were recruited for this study. The findings indicated that students’ attitudes and behavior are strong indicators of their intentions in terms of using social media in collaborative learning.
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.
Evaluation of Factors Affecting the Adoption of Smart Buildings Using the Tec...Eswar Publications
Objective: This study aimed to find a solution to the acceptance of smart buildings in Iran using the technology
acceptance model (TAM). The main research question is the significance of this model relationships, as well as the
anticipated adoption of smart buildings in Iran using variables included in the model.
Methods: This descriptive study, is based on survey data collection methods and the way of analyzing data is correlational and casual study. Measurement tool was designed based on the standardized questionnaire presented by Davis. The reliability coefficient was 0.88. Statistical population is unlimited and included citizens of Iran in 1395. The sample consisted of 388 individuals. Given the infinity of society and Cochran formula, 384 individual is sufficient for
this research. This study is a random sampling one that was done in the period of 30 days.
Findings and conclusions: The results revealed that all relationships in the model are significant. And among the
variables of the model, perceived usefulness, the attitude toward using, and features of smart buildings had the most
intense relationship in acceptance this technology. Using regression equations, each of the dependent variables in the
model, is predictable by the independent variables.
Innovation of research: The intensity of relationship between variables in technology acceptance model and impact of each variable in explaining the criterion factor was analyzed.
Research limitations: Many people tend not to complete the questionnaire and some ones answer questions unrealistic. Despite all the explanations to justify the respondents, still there are possible directions in responses.
Practical consequences: Using regression equations obtained in this study, we can predict the criterion variables in the
model of technology adoption.
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
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.
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.
Extending UTAUT to explain social media adoption by microbusinessesDebashish 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.
Research on the field of using social media has gained more importance in the recent days due to the rapid development of social media technologies. Looking at the behavioral intention and attitude of using social media for collaborative learning within Malaysian higher educational institutions and the influencing factors in this regard has received little attention by researchers. The study aims at examining the determinants that affect learners’ attitude and behavior intention regarding their use social media to achieve collaborative learning. Such examination is carried out by using the Theory Acceptance Model (TAM) and Unified Theory of Acceptance and Usage of Technology (UTAUT). A total of 243 participants were recruited for this study. The findings indicated that students’ attitudes and behavior are strong indicators of their intentions in terms of using social media in collaborative learning.
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.
Evaluation of Factors Affecting the Adoption of Smart Buildings Using the Tec...Eswar Publications
Objective: This study aimed to find a solution to the acceptance of smart buildings in Iran using the technology
acceptance model (TAM). The main research question is the significance of this model relationships, as well as the
anticipated adoption of smart buildings in Iran using variables included in the model.
Methods: This descriptive study, is based on survey data collection methods and the way of analyzing data is correlational and casual study. Measurement tool was designed based on the standardized questionnaire presented by Davis. The reliability coefficient was 0.88. Statistical population is unlimited and included citizens of Iran in 1395. The sample consisted of 388 individuals. Given the infinity of society and Cochran formula, 384 individual is sufficient for
this research. This study is a random sampling one that was done in the period of 30 days.
Findings and conclusions: The results revealed that all relationships in the model are significant. And among the
variables of the model, perceived usefulness, the attitude toward using, and features of smart buildings had the most
intense relationship in acceptance this technology. Using regression equations, each of the dependent variables in the
model, is predictable by the independent variables.
Innovation of research: The intensity of relationship between variables in technology acceptance model and impact of each variable in explaining the criterion factor was analyzed.
Research limitations: Many people tend not to complete the questionnaire and some ones answer questions unrealistic. Despite all the explanations to justify the respondents, still there are possible directions in responses.
Practical consequences: Using regression equations obtained in this study, we can predict the criterion variables in the
model of technology adoption.
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
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.
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.
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.
Exploring the behavioral intention to use e-government services: Validating t...Mark Anthony Camilleri
This study explores the online users’ behavioral intention to utilize the governments’ websites and their electronic services. The research methodology validates the measuring items from the unified theory of acceptance and use of technology (UTAUT) to better understand the participants’ attitudes toward their performance expectancy, effort expectancy, social norms, facilitating condition and behavioral intention to use the electronic government (e-gov) services. The findings from the structural equations modeling approach reported a satisfactory fit for this study’s research model. The results suggest that there were highly significant, direct effects from the UTAUT constructs, where the utilitarian motives predicted the online users’ behavioral intentions to use e-gov. Moreover, there were significant moderating influences from the demographic variables, including age, gender and experiences that effected the individuals’ usage of the governments’ online services. In conclusion, this contribution identifies its limitations and suggests possible research avenues to academia.
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.
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
CITIZENS’ ACCEPTANCE OF E-GOVERNMENT SERVICESijcseit
The rate of computer and internet usage has been increasing rapidly around the world. In parallel with the
technologic developments in computer science, transformation from traditional services to online services
has gained speed. The aim of this study is to predict the factors that affect e-government service usage. A
research model is developed to achieve this aim. The proposed model bases on Technology Acceptance
Model and Theory of Planned Behaviour. A questionnaire is developed to evaluate the model. This
questionnaire composes of two parts: demographics part and item part. In the items part, 32 items
comprising the factors of the proposed model are asked to participants. 100 participants fill the
questionnaire. Reliability analysis of the questionnaire is evaluated with internal consistency reliability
method. Results show that all items satisfies the reliability conditions. The reliability of whole
questionnaire Cronbach Alpha is 0.885. The Cronbach’s alpha for the overall scale of each of the factors
ranges from 0.878 to 0.890. Regression analysis results showed that all hypotheses are supported. This
study provides some valuable references to understand citizens’ acceptance level of e-government services.
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.
The advancement of the information and communications technology has helped almost all governments across the world as they have exploited these technologies for delivering services to their citizens. However, this phenomenon may face several challenges and barriers that lead to the failure in its adoption, use, or continuous usage. In the Arab countries, the rate of failure in the use of electronic services is high in the public sector. Therefore, previous studies have concentrated on this critical issue and highlighted on the citizens’ perspective andignored the perspective of employees in the government organizations.In addition, very few previous studies dealt with the quality of the services based on the employees’viewpoint. Thus, based on the arguments that have been stated earlier, this preliminary study strives to identify the factors that may affect the electronic administrative adoption according to the employees’ perspective. With regard to the data collection, the quantitative method, self-administered questionnaires will be distributed among the staff of the Al-Mustansiriyah University, Iraq.With regard to data analysis, a partial least squares structural equation modelling will be used as a technique to analyse the collected data from a key respondent (Employee). In fact, this research strivesto enrich the literature by adding more information about the factors that may hinder theadoption of modern technologies in general and electronic administration in particular. With regard to the Al-Mustansiriyah University, the present study is considered as the first study conducted in this area; therefore the outputs will assist the government to remedy these obstacles before beginning any project in the public sector including the use of ICT instead of the conventional manner.The result of the analysis showed that system quality, service quality, trust of organization, and usefulness were found as significant factors that affect the employees’ adoption of e-administration services in University.
Employees Adoption of E-Procurement System: An Empirical StudyIJMIT JOURNAL
Today, organizations are investing a lot in their IT infrastructure and reengineering their business processes by digitizing firms. If organizational employees will not optimum utilize its IT infrastructure, the productivity gain reduced enormously. In Uttarakhand e-procurement system implemented by public sector under e-governance integrated mission mode projects. So, there is need to find the determinants which influence employee’s adoption and uses of e-procurement systems. This research study assesses the organizational and individual determinants that influence the use of e-procurement system in Uttarakhand public sector. This study provides managers with the valuable information to take intervention programs to achieve greater acceptance and usage of e-procurement system. Data collected for this study by the means of a survey conducted in Uttarakhand state in 2011. A total 1200 questionnaire forms were distributed personally and online to employees using e-procurement system in Uttarakhand.
A Study of Technology Acceptance Model (TAM) In Understanding the Efficacy of...inventionjournals
Global usage of automated system in all fields has remarkably increased in the past decades. To understand the extensive usage of the Information system, the study is undertaken where the Technology Acceptance Model (TAM) is used to see the extent to which an Information System (IS) is able to make any HR routine activity in the institution to be automated; whereby, the information obtained is effective and reliable. The study undertook in this article focuses on the reliability test in order to test the reliability of the scale and also the correlation test in order to find the rate of correlation between the various components of the TAM model – Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Attitude towards change (ATU) and Behavioral Intention towards use (BIU). The study indicated that the null hypothesis is accepted where there is significant positive change in the Perceived Ease of Use, Attitude of the User and the Behavioral intention of the user towards using the HRIS tool in any organization. This led to understanding from the study that there is a very high rate of effectiveness in the usage of HRIS tool in any institutions using, which is proved using the TAM model.
The Efficacy of Technology Acceptance Model: A Review of Applicable Theoretic...QUESTJOURNAL
ABSTRACT: This is a review of theoretical models most recently used in Information Technology adoption research. A literature review approach has been adopted. More than 25 literatures were reviewed in the area of information adoption covering the last 30 years. We identified the strengths and weaknesses of each of the theory used. It is found that Technology Acceptance Model is by far the most used to underpin research work in this area follow by Theory of planned behaviour.
Financial Management Information System within Government Institution and Sup...sececonf
The provision of comprehensive financial
information by the government institution is needed by
the wider community to boost the effectiveness of the
information to the society and government, and
decision-making. This system produces information that
is able to encourage the realization of a clean,
transparent, and able government to respond to
changing demands effectively. Therefore, the success of
the information system if the users are successful in the
model of acceptance of the systems and information
technology and it would be improving their
performance. This research aims to examine the
acceptance of regional financial information systems in
government using the Technology Acceptance Model
(TAM) and evidence of its influence on the
performance. The study found 556 respondents who are
civil servants in Lampung Province. The finding using
SEM analysis shows that all constructs have an effect in
conformity with the concept of TAM in a government
institution. This study reveals that all variables which
include the model of TAM theory have a positive impact
on the user's performance. It also improvesthe
effectiveness of the information system within the
government institution, especially the implementation of
the financial management information system.
Keywords-Financial Management Information System,
supply chain strategy, Technology Acceptance Model
(TAM), User’s Performance
The Impact of Using the Information Technology on the Quality of Health Servi...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
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
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.
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.
Exploring the behavioral intention to use e-government services: Validating t...Mark Anthony Camilleri
This study explores the online users’ behavioral intention to utilize the governments’ websites and their electronic services. The research methodology validates the measuring items from the unified theory of acceptance and use of technology (UTAUT) to better understand the participants’ attitudes toward their performance expectancy, effort expectancy, social norms, facilitating condition and behavioral intention to use the electronic government (e-gov) services. The findings from the structural equations modeling approach reported a satisfactory fit for this study’s research model. The results suggest that there were highly significant, direct effects from the UTAUT constructs, where the utilitarian motives predicted the online users’ behavioral intentions to use e-gov. Moreover, there were significant moderating influences from the demographic variables, including age, gender and experiences that effected the individuals’ usage of the governments’ online services. In conclusion, this contribution identifies its limitations and suggests possible research avenues to academia.
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.
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
CITIZENS’ ACCEPTANCE OF E-GOVERNMENT SERVICESijcseit
The rate of computer and internet usage has been increasing rapidly around the world. In parallel with the
technologic developments in computer science, transformation from traditional services to online services
has gained speed. The aim of this study is to predict the factors that affect e-government service usage. A
research model is developed to achieve this aim. The proposed model bases on Technology Acceptance
Model and Theory of Planned Behaviour. A questionnaire is developed to evaluate the model. This
questionnaire composes of two parts: demographics part and item part. In the items part, 32 items
comprising the factors of the proposed model are asked to participants. 100 participants fill the
questionnaire. Reliability analysis of the questionnaire is evaluated with internal consistency reliability
method. Results show that all items satisfies the reliability conditions. The reliability of whole
questionnaire Cronbach Alpha is 0.885. The Cronbach’s alpha for the overall scale of each of the factors
ranges from 0.878 to 0.890. Regression analysis results showed that all hypotheses are supported. This
study provides some valuable references to understand citizens’ acceptance level of e-government services.
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.
The advancement of the information and communications technology has helped almost all governments across the world as they have exploited these technologies for delivering services to their citizens. However, this phenomenon may face several challenges and barriers that lead to the failure in its adoption, use, or continuous usage. In the Arab countries, the rate of failure in the use of electronic services is high in the public sector. Therefore, previous studies have concentrated on this critical issue and highlighted on the citizens’ perspective andignored the perspective of employees in the government organizations.In addition, very few previous studies dealt with the quality of the services based on the employees’viewpoint. Thus, based on the arguments that have been stated earlier, this preliminary study strives to identify the factors that may affect the electronic administrative adoption according to the employees’ perspective. With regard to the data collection, the quantitative method, self-administered questionnaires will be distributed among the staff of the Al-Mustansiriyah University, Iraq.With regard to data analysis, a partial least squares structural equation modelling will be used as a technique to analyse the collected data from a key respondent (Employee). In fact, this research strivesto enrich the literature by adding more information about the factors that may hinder theadoption of modern technologies in general and electronic administration in particular. With regard to the Al-Mustansiriyah University, the present study is considered as the first study conducted in this area; therefore the outputs will assist the government to remedy these obstacles before beginning any project in the public sector including the use of ICT instead of the conventional manner.The result of the analysis showed that system quality, service quality, trust of organization, and usefulness were found as significant factors that affect the employees’ adoption of e-administration services in University.
Employees Adoption of E-Procurement System: An Empirical StudyIJMIT JOURNAL
Today, organizations are investing a lot in their IT infrastructure and reengineering their business processes by digitizing firms. If organizational employees will not optimum utilize its IT infrastructure, the productivity gain reduced enormously. In Uttarakhand e-procurement system implemented by public sector under e-governance integrated mission mode projects. So, there is need to find the determinants which influence employee’s adoption and uses of e-procurement systems. This research study assesses the organizational and individual determinants that influence the use of e-procurement system in Uttarakhand public sector. This study provides managers with the valuable information to take intervention programs to achieve greater acceptance and usage of e-procurement system. Data collected for this study by the means of a survey conducted in Uttarakhand state in 2011. A total 1200 questionnaire forms were distributed personally and online to employees using e-procurement system in Uttarakhand.
A Study of Technology Acceptance Model (TAM) In Understanding the Efficacy of...inventionjournals
Global usage of automated system in all fields has remarkably increased in the past decades. To understand the extensive usage of the Information system, the study is undertaken where the Technology Acceptance Model (TAM) is used to see the extent to which an Information System (IS) is able to make any HR routine activity in the institution to be automated; whereby, the information obtained is effective and reliable. The study undertook in this article focuses on the reliability test in order to test the reliability of the scale and also the correlation test in order to find the rate of correlation between the various components of the TAM model – Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Attitude towards change (ATU) and Behavioral Intention towards use (BIU). The study indicated that the null hypothesis is accepted where there is significant positive change in the Perceived Ease of Use, Attitude of the User and the Behavioral intention of the user towards using the HRIS tool in any organization. This led to understanding from the study that there is a very high rate of effectiveness in the usage of HRIS tool in any institutions using, which is proved using the TAM model.
The Efficacy of Technology Acceptance Model: A Review of Applicable Theoretic...QUESTJOURNAL
ABSTRACT: This is a review of theoretical models most recently used in Information Technology adoption research. A literature review approach has been adopted. More than 25 literatures were reviewed in the area of information adoption covering the last 30 years. We identified the strengths and weaknesses of each of the theory used. It is found that Technology Acceptance Model is by far the most used to underpin research work in this area follow by Theory of planned behaviour.
Financial Management Information System within Government Institution and Sup...sececonf
The provision of comprehensive financial
information by the government institution is needed by
the wider community to boost the effectiveness of the
information to the society and government, and
decision-making. This system produces information that
is able to encourage the realization of a clean,
transparent, and able government to respond to
changing demands effectively. Therefore, the success of
the information system if the users are successful in the
model of acceptance of the systems and information
technology and it would be improving their
performance. This research aims to examine the
acceptance of regional financial information systems in
government using the Technology Acceptance Model
(TAM) and evidence of its influence on the
performance. The study found 556 respondents who are
civil servants in Lampung Province. The finding using
SEM analysis shows that all constructs have an effect in
conformity with the concept of TAM in a government
institution. This study reveals that all variables which
include the model of TAM theory have a positive impact
on the user's performance. It also improvesthe
effectiveness of the information system within the
government institution, especially the implementation of
the financial management information system.
Keywords-Financial Management Information System,
supply chain strategy, Technology Acceptance Model
(TAM), User’s Performance
The Impact of Using the Information Technology on the Quality of Health Servi...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
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
Current issues -Assimilation of IcT-led Innovation in the Public Sector of Ba...ijmpict
ICT has become one of the major push factors for modern governments around the world for improving
service delivery and gaining competitive advantage. In this study, we used the Diffusion of Innovation
theory (DOI) and the Institutional theory to develop a conceptual framework to investigate the critical
factors that affect the assimilation of ICT-led innovation in the public sector organizations of Bangladesh.
Nine factors identified from the review of literature were then integrated into a TOE framework to establish
a conceptual model for this study. Subsequently, 417 respondents from 175 public sector organizations
took part in the survey. Then, an in-depth analysis was carried out. The findings of this research enrich the
current literature and enhance practitioners’ understanding of the decision-making processes involved in
the process of assimilation. It sheds new light on how ICT-led innovation becomes shaped and routinized
within organizational settings and beyond their boundaries.
ASSIMILATION OF ICT-LED INNOVATION IN THE PUBLIC SECTOR OF BANGLADESH: AN EMP...ijmpict
ICT has become one of the major push factors for modern governments around the world for improving service delivery and gaining competitive advantage. In this study, we used the Diffusion of Innovation theory (DOI) and the Institutional theory to develop a conceptual framework to investigate the critical factors that affect the assimilation of ICT-led innovation in the public sector organizations of Bangladesh. Nine factors identified from the review of literature were then integrated into a TOE framework to establish a conceptual model for this study. Subsequently, 417 respondents from 175 public sector organizations took part in the survey. Then, an in-depth analysis was carried out. The findings of this research enrich the current literature and enhance practitioners’ understanding of the decision-making processes involved in the process of assimilation. It sheds new light on how ICT-led innovation becomes shaped and routinized within organizational settings and beyond their boundaries.
NETWORK MEDIA ATTENTION AND GREEN TECHNOLOGY INNOVATIONIJMIT JOURNAL
This paper will provide a novel empirical study for the relationship between network media attention and
green technology innovation and examine how network media attention can ease financing constraints. It
collected data from listed companies in China's heavy pollution industry and performed rigorous
regression analysis, in order to innovatively explore the environmental governance functions of the media.
It found that network media attention significantly promotes green technology innovation. By analyzing the
inner mechanism further, it found that network media attention can promote green innovation by easing
financing constraints. Besides, network media attention has a significant positive impact on green invention
patents while not affecting green utility model patents.
NETWORK MEDIA ATTENTION AND GREEN TECHNOLOGY INNOVATION ijcsity
This paper will provide a novel empirical study for the relationship between network media attention and green technology innovation and examine how network media attention can ease financing constraints. It collected data from listed companies in China's heavy pollution industry and performed rigorous regression analysis, in order to innovatively explore the environmental governance functions of the media. It found that network media attention significantly promotes green technology innovation. By analyzing the inner mechanism further, it found that network media attention can promote green innovation by easing financing constraints. Besides, network media attention has a significant positive impact on green invention patents while not affecting green utility model patents.
NETWORK MEDIA ATTENTION AND GREEN TECHNOLOGY INNOVATIONIJMIT JOURNAL
This paper will provide a novel empirical study for the relationship between network media attention and green technology innovation and examine how network media attention can ease financing constraints. It collected data from listed companies in China's heavy pollution industry and performed rigorous regression analysis, in order to innovatively explore the environmental governance functions of the media. It found that network media attention significantly promotes green technology innovation. By analyzing the inner mechanism further, it found that network media attention can promote green innovation by easing financing constraints. Besides, network media attention has a significant positive impact on green invention patents while not affecting green utility model patents.
Social Media Role in Improving Customer Relationship Management: An Empirical...journal ijrtem
The study aimed to identify the impact of Social media in improving customer relationship
management (CRM) at Jordanian Islamic banks (JIB), identify the impact of achieving the effectiveness of
Social media at JIB. To achieve the objectives of the study, the researcher prepared a questionnaire to measure
the role of Social media on CRM. The researcher selected the study sample randomly by distributing 365
questionnaires on the customers of JIB where (302) were retrieved. After reviewing the questionnaires, it was
found that there were (28) questionnaires invalid for the statistical analysis. Thus, the total number of
respondents was (274). In order to answer the study questions and test its hypotheses, the researcher extracted
the arithmetic means and standard deviations and applied the multiple regression equation. Accordingly, the
study reached too many results, most important of which is that there is a statistically significant effect for
Social media on achieving the effectiveness of the CRM. The study recommended the need that JIB seeks for
adding various characteristics of editing, deleting, copying, and setting time on the basis of text messaging
through such networks as well as the need of conducting marketing studies aimed to enabling banks to achieve
the customers' wishes in a method matching their expectations.
Similar to Extending utaut to explain social media adoption by microbusinesses (20)
MULTIMODAL COURSE DESIGN AND IMPLEMENTATION USING LEML AND LMS FOR INSTRUCTIO...IJMIT JOURNAL
Traditionally, teaching has been centered around classroom delivery. However, the onslaught of the
COVID-19 pandemic has cultivated usage of technology, teaching, and learning methodologies for course
delivery. We investigate and describe different modes of course delivery that maintain the integrity of
teaching and learning. This paper answers to the research questions: 1) What course delivery method our
academic institutions use and why? 2) How can instructors validate the guidelines of the institutions? 3)
How courses should be taught to provide student learning outcomes? Using the Learning Environment
Modeling Language (LEML), we investigate the design and implementation of courses for delivery in the
following environments: face-to-face, online synchronous, asynchronous, hybrid, and hyflex. A good
course design and implementation are key components of instructional alignment. Furthermore, we
demonstrate how to design, implement, and deliver courses in synchronous, asynchronous, and hybrid
modes and describe our proposed enhancements to LEML.
Novel R&D Capabilities as a Response to ESG Risks-Lessons From Amazon’s Fusio...IJMIT JOURNAL
Environmental, Social, and Governance (ESG) management is essential for transforming corporate
financial performance-oriented business strategies into Finance (F) + ESG optimization strategies to
achieve the Sustainable Development Goals (SDGs).
In this trend, the rise of ESG risks has divided firms into two categories. Former incorporates a growthmindset that creates a passion for learning, and urges it to improve itself by endeavoring Research and
development (R&D) -driven challenges, while the other category, characterized by risk aversion, avoids
challenging highly uncertain R&D activities and seeks more manageable endeavors.
This duality underscores the complexity of corporate R&D strategies in addressing ESG risks and
necessitates the development of novel R&D capabilities for corporate R&D transformation strategies
towards F + ESG optimization.
International Journal of Managing Information Technology (IJMIT) ** WJCI IndexedIJMIT JOURNAL
The 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.
International Journal of Managing Information Technology (IJMIT) ** WJCI IndexedIJMIT JOURNAL
The 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.
NOVEL R & D CAPABILITIES AS A RESPONSE TO ESG RISKS- LESSONS FROM AMAZON’S FU...IJMIT JOURNAL
Environmental, Social, and Governance (ESG) management is essential for transforming corporate
financial performance-oriented business strategies into Finance (F) + ESG optimization strategies to
achieve the Sustainable Development Goals (SDGs).
In this trend, the rise of ESG risks has divided firms into two categories. Former incorporates a growthmindset that creates a passion for learning, and urges it to improve itself by endeavoring Research and
development (R&D) -driven challenges, while the other category, characterized by risk aversion, avoids
challenging highly uncertain R&D activities and seeks more manageable endeavors.
This duality underscores the complexity of corporate R&D strategies in addressing ESG risks and
necessitates the development of novel R&D capabilities for corporate R&D transformation strategies
towards F + ESG optimization.
Building on this premise, this paper conducts an empirical analysis, utilizing reliable firms data on ESG
risk and brand value, with a focus on 100 global R&D leader firms. It analyzes R&D and actions for ESG
risk mitigation, and assesses the development of new functions that fulfill F + ESG optimization through
R&D. The analysis also highlights the significance of network externality effects, with a specific focus on
Amazon, a leading R&D company, providing insights into the direction for transforming R&D strategies
towards F + ESG optimization.
The dynamics of stakeholder engagement in F + ESG optimization are indicated with the example of
amazon's activities. Through the analysis, it became evident that Amazon's capacity encompassing growth
and scalability, specifically its ability to grow and expand, is accelerating high-level research and
development by gaining the trust of stakeholders in the "synergy through R&D-driven ESG risk
mitigation."
Finally, as examples of these initiatives, the paper discussed the Climate Pledge led by Amazon and the
transformation of Japan's management system.
A REVIEW OF STOCK TREND PREDICTION WITH COMBINATION OF EFFECTIVE MULTI TECHNI...IJMIT JOURNAL
It is important for investors to understand stock trends and market conditions before trading stocks. Both
these capabilities are very important for an investor in order to obtain maximized profit and minimized
losses. Without this capability, investors will suffer losses due to their ignorance regarding stock trends
and market conditions. Technical analysis helps to understand stock prices behavior with regards to past
trends, the signals given by indicators and the major turning points of the market price. This paper reviews
the stock trend predictions with a combination of the effective multi technical indicator strategy to increase
investment performance by taking into account the global performance and the proposed combination of
effective multi technical indicator strategy model.
INTRUSION DETECTION SYSTEM USING CUSTOMIZED RULES FOR SNORTIJMIT JOURNAL
These days the security provided by the computer systems is a big issue as it always has the threats of
cyber-attacks like IP address spoofing, Denial of Service (DOS), token impersonation, etc. The security
provided by the blue team operations tends to be costly if done in large firms as a large number of systems
need to be protected against these attacks. This leads these firms to turn to less costly security
configurations like IDS Suricata and IDS Snort. The main theme of the project is to improve the services
provided by Snort which is a tool used in creating a vague defense against cyber-attacks like DDOS
attacks which are done on both physical and network layers. These attacks in turn result in loss of
extremely important data. The rules defined in this project will result in monitoring traffic, analyzing it,
and taking appropriate action to not only stop the attack but also locate its source IP address. This whole
process uses different tools other than Snort like Wireshark, Wazuh and Splunk. The product of this will
result in not only the detection of the attack but also the source IP address of the machine on which the
attack is initiated and completed. The end product of this research will result in sets of default rules for the
Snort tool which will not only be able to provide better security than its previous versions but also be able
to provide the user with the IP address of the attacker or the person conducting the attack. The system
involves the integration of Wazuh with Snort tool in order to make it more efficient than IDS Suricata
which is another intrusion detection system capable of detecting all these types of attacks as mentioned.
Splunk is another tool used in this project which increases the firewall efficiency to pass the no. of bits to
be scanned and the no. of bits scanned successfully. Wazuh is used in this system as it is the best choice for
traffic monitoring and incident response than any other of its alternatives in the market. Since this system
is used in firms which are known to handle big amounts of data and for this purpose, we use Splunk tool as
it is very efficient in handling big amounts of data. Wireshark is used in this system in order to give the IDS
automation in its capability to capture and report the malicious packets found during the network scan. All
of this gives the IDS a capability of a low budget automated threat detection system. This paper gives
complete guidelines for authors submitting papers for the AIRCC Journals.
Artificial Intelligence (AI) has rapidly become a critical technology for businesses seeking to improve
efficiency and profitability. One area where AI is proving particularly impactful is in service operations
management, where it is used to create AI-powered service operations (AIServiceOps) that deliver highvalue services to customers. AIServiceOps involve the use of AI to automate and optimize various business
processes, such as customer service, sales, marketing, and supply chain management. The rapid
development of Artificial Intelligence has prompted many changes in the field of Information Technology
(IT) Service Operations. IT Service Operations are driven by AI, i.e., AIServiceOps. AI has empowered
new vitality and addressed many challenges in IT Service Operations. However, there is a literature gap on
the Business Value Impact of Artificial intelligence (AI) Powered IT Service Operations. It can help IT
build optimized business resilience by creating value in complex and ever-changing environments as
product organizations move faster than IT can handle. So, this research paper examines how AIServiceOps
creates business value and sustainability, basically how AIServiceOps makes the IT staff liberation from a
low-level, repetitive workout and traditional IT practices for a continuously optimized process. One of the
research objectives is to compare Traditional IT Service Operations with AIServiceOPs. This paper
provides the basis for how enterprises can evaluate AIServiceOps and consider it a digital transformation
tool. The paper presents a case study of a company that implemented AI-powered service operations
(AIServiceOps) and analyzes the resulting business outcomes. The study shows that AIServiceOps can
significantly improve service delivery, reduce response times, and increase customer satisfaction.
Furthermore, it demonstrates how AIServiceOps can deliver substantial cost savings, such as reducing
labor costs and minimizing downtime.
MEDIATING AND MODERATING FACTORS AFFECTING READINESS TO IOT APPLICATIONS: THE...IJMIT JOURNAL
Although IOT seems to be the upcoming trend, it is still in its infancy; especially in the banking industry.
There is a clear gap in literature, as only few studies identify factors affecting readiness to IOT
applications in banks in general, and almost negligible investigations on mediating and moderating
factors. Accordingly, this research aims to investigate the main factors that affect employees’ readiness to
IOT applications, while highlighting the mediating and moderating factors in the Egyptian banking sector.
The importance of Egypt stems from its high population and steady steps taken towards technology
adoption. 479 valid questionnaires were distributed over HR employees in banks. Data collected was
statistically analysed using Regression and SEM. Results showed a significant impact of ‘Security’,
‘Networking’, ‘Software Development’ and ‘Regulations’ on ‘readiness to IOT applications. Thus, the
readiness acceptance level is high‘Security’ and ‘User Intention’ were proven to mediate the relationship
between research variables and readiness to IOT applications, and only a partial moderation role was
proven for ‘Efficiency’. The study contributes to increasing literature on IOT applications in general, and
fills a gap on the Egyptian banking context in particular. Finally, it provides decision makers at banks with
useful guidelines on how to optimally promote IOT applications among employees.
EFFECTIVELY CONNECT ACQUIRED TECHNOLOGY TO INNOVATION OVER A LONG PERIODIJMIT JOURNAL
IT (Information and Communication Technology) companies are facing the dilemma of decreasing
productivity despite increasing research and development efforts. M&A (Merger and Acquisition) is being
considered as a breakthrough solution. From existing research, it has been pointed out that M&A leads to
the emergence of new innovations. Purpose of this study was to discuss the efficient ways of acquisition and
to resolve the dilemma of productivity decline by clarifying how the technology obtained through M&A
leads to the creation of new innovations. Hypothesis 1 was that the technology acquired through M&A is
utilized for innovation creation, Hypothesis 2 was that the acquired technology is utilized over a long
period of time, and Hypothesis 3 was that a long-term utilization has a positive impact on corporate
performance. The results, using sports prosthetics as a case study and using patents as a proxy variable,
confirmed all the hypotheses set. We have revealed that long-term utilization of technology obtained
through M&A is effective for creating new innovations.
International Journal of Managing Information Technology (IJMIT) ** WJCI IndexedIJMIT JOURNAL
The 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.
Authors are solicited to contribute to the journal by submitting articles that illustrate research results, projects, surveying works and industrial experiences that describe significant advances in the areas of information technology and management
4th International Conference on Cloud, Big Data and IoT (CBIoT 2023)IJMIT JOURNAL
4th International Conference on Cloud, Big Data and IoT (CBIoT 2023) will act as a major forum for the presentation of innovative ideas, approaches, developments, and research projects in the areas of Cloud, Big Data and IoT. It will also serve to facilitate the exchange of information between researchers and industry professionals to discuss the latest issues and advancement in the area of Cloud, Big Data and IoT.
Authors are solicited to contribute to the conference by submitting articles that illustrate research results, projects, surveying works and industrial experiences that describe significant advances in Cloud, Big Data and IoT.
TRANSFORMING SERVICE OPERATIONS WITH AI: A CASE FOR BUSINESS VALUEIJMIT JOURNAL
Artificial Intelligence (AI) has rapidly become a critical technology for businesses seeking to improve
efficiency and profitability. One area where AI is proving particularly impactful is in service operations
management, where it is used to create AI-powered service operations (AIServiceOps) that deliver highvalue services to customers. AIServiceOps involve the use of AI to automate and optimize various business
processes, such as customer service, sales, marketing, and supply chain management. The rapid
development of Artificial Intelligence has prompted many changes in the field of Information Technology
(IT) Service Operations. IT Service Operations are driven by AI, i.e., AIServiceOps. AI has empowered
new vitality and addressed many challenges in IT Service Operations. However, there is a literature gap on
the Business Value Impact of Artificial intelligence (AI) Powered IT Service Operations. It can help IT
build optimized business resilience by creating value in complex and ever-changing environments as
product organizations move faster than IT can handle. So, this research paper examines how AIServiceOps
creates business value and sustainability, basically how AIServiceOps makes the IT staff liberation from a
low-level, repetitive workout and traditional IT practices for a continuously optimized process. One of the
research objectives is to compare Traditional IT Service Operations with AIServiceOPs. This paper
provides the basis for how enterprises can evaluate AIServiceOps and consider it a digital transformation
tool. The paper presents a case study of a company that implemented AI-powered service operations
(AIServiceOps) and analyzes the resulting business outcomes. The study shows that AIServiceOps can
significantly improve service delivery, reduce response times, and increase customer satisfaction.
Furthermore, it demonstrates how AIServiceOps can deliver substantial cost savings, such as reducing
labor costs and minimizing downtime.
DESIGNING A FRAMEWORK FOR ENHANCING THE ONLINE KNOWLEDGE-SHARING BEHAVIOR OF ...IJMIT JOURNAL
The main objective of this paper is to identify the factors that influence academic staff's digital knowledgesharing behaviors in Ethiopian higher education. A structural equation model was used to validate the
research framework using survey data from 210 respondents. The collected data has been analyzed using
Smart PLS software. The results of the study show that trust, self-motivation, and altruism are positively
related to attitude. Contrary to our expectations, knowledge technology negatively affects attitude.
However, reward systems and empowerment by leaders are significantly associated with knowledgesharing intentions.Knowledge-sharing intention, in turn, was significantly related to digital knowledgesharing behavior. The contributions of this study are twofold. The framework may serve as a roadmap for
future researchers and managers considering their strategy to enhance digital knowledge sharing in HEI.
The findings will benefit academic staff and university administrations.The study will also help academic
staff enhance their knowledge-sharing practices.
BUILDING RELIABLE CLOUD SYSTEMS THROUGH CHAOS ENGINEERINGIJMIT JOURNAL
Cloud computing systems need to be reliable so that they can be accessed and used for computing at any
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Considering security, Closed Circuit TV (CCTV) cameras are being utilized for reconnaissance, but these
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Modeling Language (LEML), we investigate the design and implementation of courses for delivery in the
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demonstrate how to design, implement, and deliver courses in synchronous, asynchronous, and hybrid
modes and describe our proposed enhancements to LEML.
Forklift Classes Overview by Intella PartsIntella Parts
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Extending utaut to explain social media adoption by microbusinesses
1. International Journal of Managing Information Technology (IJMIT) Vol.4, No.4, November 2012
DOI : 10.5121/ijmit.2012.4401 1
EXTENDING UTAUT TO EXPLAIN SOCIAL MEDIA
ADOPTION BY MICROBUSINESSES
Debashish Mandal and Robert J McQueen
Department of Management Systems, University of Waikato, New Zealand
dm110@waikato.ac.nz and bmcqueen@waikato.ac.nz
ABSTRACT
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.
KEYWORDS
UTAUT, social media, action research, microbusiness
1. INTRODUCTION
Social media is adopted by businesses primarily to talk with the customer. Social media
applications are simple, generally free, are web based, and depend on content generated by the
user. Social media supports parallel multiple communication channels of business to consumer,
consumer to consumer, and networks of forums or groups. These network groups specialize in
subjects or share common interests, and therefore have substantial influence on buying decisions
of a buyer[1]. Businesses participate in these communication channels to gather the perceptions
of customers about current products and services, and get ideas about new product and service
development. Another use is dissemination of information along with advertising and promotion ,
which can be broadcast by the business to a select target group of users who have opted to receive
this information [2] & [3]. The micro broadcasting capability to a select group has been used
recently in various campaigns prominently the Egypt revolution [4]. The people were able to self-
organize and keep up the tempo by publishing photos of the struggle and gather world support
leading to the ultimate over throwing of the government.
This micro publishing feature has revolutionized some of the small businesses that have adopted
social media, in that they have been able to circumvent large and expensive media to bring
awareness of their products to the market, and sell their products and services. Both large and
small businesses are adopting Twitter and Facebook with varying levels of success [5]. The
primary question that arises is how can microbusinesses take advantage of the micro publishing
feature of the social media for their businesses?
UTAUT is a dominant popular technology adoption theory that explains almost seventy per cent
of variance in adoption behavior [6] & [7]. This research seeks to extend its use in the
microbusiness context. UTAUT is a theory from the positivist domain and this research hopes to
2. International Journal of Managing Information Technology (IJMIT) Vol.4, No.4, November 2012
2
extend the knowledge using an interpretive strategy. This approach is consistent with [8] who has
interpretively examined media richness theory. The remainder of the paper is organized as
follows. 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 are developed. The action research method used is described in the
methodology section, along with the data analysis process. The results of the investigation are
presented in the results section, followed by the discussion section that links the findings back to
the literature. Conclusions and limitations are then presented.
2. LITERATURE REVIEW
Scant research has been published on information technology adoption and diffusion in the small
business sector [9]. In reference to social media, limited investigation has been performed on its
adoption by businesses using UTAUT [10] [11] [12]. 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 [6], [13] and [14].The first
two are a biblometric analysis and a meta-analysis, and the third is a complete history of UTAUT.
Extension of UTAUT from an organizational context to an individual consumer context is
proposed in UTAUT2 where habit, experience, hedonic motivation and price value are added as
new constructs [15]. A further extension to UTAUT constructs is achieved by adding the five-
factor model of personality[16], which has significant predictive capability, and is positively
related to performance expectancy [16]. Microbusiness owners are individuals and their
personality may play an important role in adoption of social media. The UTAUT construct of
behavioral intention is questioned and behavioral expectation is suggested as an appropriate
replacement [17]. The direct relation between behavioral intention and use behavior is criticized
favoring a result based construct [18]. It is suggested that “the intention-behavior linkage is
probably the most uncritically accepted assumption” (p. 245) turning in favor of a goal oriented
model [19].
UTAUT and technology diffusion theory have been used to understand social media adoption
(Twitter) in a business environment [10]. New constructs such as codification effort and
reputation are identified to influence behavior in adoption of Twitter for inter office
communication [10]. Time and privacy are the overriding concern for all the participants [10]. In
a study of social media use by IBM employees, it was identified that caring, climbing and
campaigning are the biggest motivators of social media use by IBM employees [20]. An online
survey on Twitter identified habit as a dominant factor for use of micro blogging in a business
communication environment [21]. Social networking in enterprises poses several risks in terms of
legal risk, internet resources, security, intellectual property and misuse by employees by wasting
time on such networks [22].
The technology adoption literature on small and medium enterprises identifies relative advantage
as the main factor in post technology adoption [23]. Information systems compliment the
informal communication systems existing internally and externally [24]. Relative advantage,
compatibility complexity, and self-efficacy play prominent roles in open source software
adoption by small and medium enterprises [25]. Finally, within the microbusiness literature on
technology adoption, the technical ability of the owner is identified as the primary requirement in
successfully leveraging the technology [26]. The construct technical ability along with
personality, habit and experience are grouped together as microbusiness owner characteristics.
Literature identifies the scarce resources of microbusinesses as the primary problem blocking the
use of networking and sharing to undertake business processes [26]. Time, allocated by the owner
for using the technology, is a scarce resource. Time and codification effort are grouped under the
UTAUT construct of effort expectancy, and relative advantage is retained in the main construct of
performance expectancy.
3. International Journal of Managing Information Technology (IJMIT) Vol.4, No.4, November 2012
3
This research is unique in providing knowledge on the applicability of UTAUT in social media
adoption by microbusinesses. Secondly, owner characteristics influencing social media adoption
by microbusiness would be a valuable contextual addition to the UTAUT theory. Finally,
converting UTAUT to a goal-oriented model would increase the relevance of the overall model
from a practitioner perspective.
3. RESEARCH QUESTIONS
The research seeks to address the following question: How is social media adopted by
microbusinesses? To address this question UTAUT was used as the theoretical base to understand
the adoption process of social media by microbusinesses. It was expected in the design stages of
the study that the key construct of performance expectancy would play a prominent role in
influencing the behavior of microbusiness owners to make greater use of social media tools.
Secondly, due to the simplicity of social media tools, effort expectancy was likely to play a non-
significant role leading to immediate use of social media by microbusiness owners. Next, social
influence including image may play a pivotal role in use of social media by microbusiness owners
because they will enjoy a higher self-esteem in being able to use a new and fashionable
technology for marketing. Finally, facilitation and support in the use of the social media
technology by an agent of change (the researcher using action research interventions) may be
important in the initial stages of adoption. The role of age, gender, and experience of participants
was beyond the scope of this investigation, and voluntariness was not included. The reporting
style of this paper follows the recommendations by [27].
4. METHOD
A weak constructionist approach was followed with a focus on examining utility of an artifact
and limited emphasis on reality. An action research method was employed by facilitating the
introduction of a Facebook business page by a microbusiness. The microbusiness selected for this
research was a specialty food retail business with both an online and physical outlet, and was
operated by two owners and one employee. A single case approach was followed based on the
premise that this is an exploratory study used to generate theory as a basis for use in subsequent
multiple cases. By using this approach relevant constructs important for social media adoption by
microbusinesses were identified for generalization [28]. Training of the owners of the
microbusiness was planned through two canonical action research cycles. Action taken to initiate
use of the page in these two cycles involved placing a Facebook sign in the retail outlet, emailing
existing customers with the page link, “follow us on Facebook”, placing an advertisement in print
media, and inserting a Facebook link on the website of the business. A third unplanned cycle was
required after completion of the first two cycles. The third cycle was the demonstration to the
participant of the use of Facebook pages by similar businesses, and gathering their reactions and
comments to those examples of successful use. The initial cycles were driven by UTAUT to
develop and guide the adoption process. The first cycle was evaluated and the learning gained
informed the second cycle. Evaluation and learning from the second cycle suggested that a third
cycle was required. Evaluation and learning for all three cycles are reported in the results.
Data collection included participant observation (memos), unstructured interviews during the
action research implementation, and a semi-structured interview after implementation and
adoption of Facebook business page. The interviews generated 498 minutes of recording over 7
months, which was partially transcribed for analysis. Offline participant observation was done by
working in the microbusiness. Thirty two hours of live participant observation was performed at
various times of the day spread over 7 months while the researcher worked a typical two hour
shift in the organization. The participant observation involved serving and speaking with both
customers and staff members. Online participant observation revealed the activity of the
microbusiness owner. Eighty-nine posts were recorded as memos for analysis. Context for the
study was developed by conducting telephone interviews with two similar microbusinesses that
4. International Journal of Managing Information Technology (IJMIT) Vol.4, No.4, November 2012
4
were already using Facebook business pages. Online participant observation was performed on
the two microbusinesses by examining the fifteen hundred posts that they had on their pages.
Parallel participant observation was conducted over 7 months during the time of implementation
of social media in the microbusiness. Secondary data was obtained from other Facebook business
pages and business mentors. This data was collected using social media tools such as Twitter,
LinkedIn, Facebook, and Blogs. The researcher posted questions to the LinkedIn groups
“Facebook & Twitter for Business” and “Social Commerce: Selling with Social Media” and one
to one correspondence was conducted with business mentors who were members of these groups.
Data analysis followed the recommendations from [29] and [27]. Data collection and analysis was
performed simultaneously through each stage of diagnosis, action planning, action taking,
evaluating and specifying learning. A list of explanatory and inferential codes such as owner
characteristics, effort, habit, performance, time, and goals was developed from theory for initial
data analysis. These initial codes helped in the early categorization of the data during data
collection. Later, data was coded by axial and selective coding to develop core categories. The
data collected for triangulation was coded with a focus on motivation to use social media by
microbusinesses. Initially this data was open coded in to nineteen categories, which was reduced
to 5 categories in later stages. The coding activity was performed using NVivo. After the seven
month implementation phase, follow-up interviews and observation of the page was carried out
six months later for confirmation of the results.
5. RESULTS
The investigation identified five main constructs, which influenced the capability of the owner to
adopt and use the Facebook page. The most dominant construct is the characteristic of the owner,
which is crucial for adoption of social media. Second, the effort required for using the tool, in
terms of developing engaging content and devoting time to update the page, restricted use of the
page. Third, the owners found that the utility of the Facebook page was limited in comparison to
email marketing. Fourth, when the owners were given the example of successful Facebook use by
other businesses they decided to make effort with the objective of gaining new customers.
Finally, the owners did not gain new customers, which lead to reduction in use of the page.
5.1 Characteristic differences of the owners
It was observed that the action research participants used the page differently, in terms of
frequency and nature of post, than their counter part similar businesses. Even within the two
similar businesses, there were noticeable differences among the nature of posts. The business,
which had just online presence had less interesting postings, focused on informing deals and
guided the customer to their website. In case of the second business the postings were interesting,
had almost no links to the website. The deals were eloquently camouflaged with interesting
information, content was highly personalized and extremely relevant for the customer. This
business owner mentioned that “regular posting”, “experimenting” and “being personal” helped
her to engage with the customer. The difference between users behavior is evident from her
comment, “it’s me I am like that… my other partners avoid using it… I talk with my customers
who are in the shop and try to do that over the page…. It just came naturally to me …I got better
over time”. The technology literate action research participant considered herself shy and less
talkative and expected her partner to be active as she suggested, “I want him to do more of it
since he is definitely that kind of person”. Her partner on the other hand was more confident and
aggressive but technology shy leading to limited use of the page. The differences suggest that
characteristics of the owner such as being talkative and motivated to use the technology are
suitable for Facebook page.
5. International Journal of Managing Information Technology (IJMIT) Vol.4, No.4, November 2012
5
5.2 Effort required to develop suitable content
It was found that while the participants were aware of the potential usefulness of having a
Facebook page, they lacked confidence and experience in adopting these technologies. Many
technology-literate business people would perceive that Facebook business pages are technically
simple to use, but the microbusiness owners in this study struggled to find suitable content with
which to engage their customers. Participants felt that it was much easier to use radio and print
media channels to reach their customers than building the experience and confidence needed to
make effective use of the social media site. This was evident from the less technology informed
owner who commented that, “it is easier to set up an ad on the radio by a telephone call! It
involves less time and I can access a wide range of local prospective customer”. The other
participant is of the opinion that “we do not have much to say besides the deals and arrival of new
stock which is once in few months”. They could not make effective use of the examples of
successful use by other businesses and refrained from using the posting strategies by the similar
business pages. The participants felt that regular posting on the guidelines of the examples in
cycle three “may lead to bombarding their customers with too much information”
5.3 User perception that Email was more useful than having a Facebook page
The action research participants felt that the email system used by them was effective for
communicating with their customers. The technology literate owner who operated the website
and did the email marketing said, “writing email is simpler to inform the customers about new
stock”. As this participant understood the process of Facebook newsfeed and edge rank method
she pointed out the downside of it by saying that “in email I know for sure that each of my
customers have received the communication but a Facebook post does not ensure that!” She
continues by saying that “the Facebook post is dependent on the assumption that my customers
are active daily on Facebook so they can see my post but that is not the case”. The second
participant added that “some of my customers are old and do not use Facebook”. Discussion with
customers during offline participant observation confirmed the opinion of the participants. One of
the customers said that “this is nostalgic stuff … deal is not important”. Another customer said “I
use Facebook for communicating with my family” while another concerned with privacy
remarked “I don’t want my extended circle to know which shop I am buying my lollies from!”
The participants continued use of email as the primary way of communication with their
customers.
5.4 Participants undergo behavior change
The participant made renewed effort to use the page when they saw that similar businesses are
using it for marketing purposes. The participants displayed a significant behavior change towards
use of the page in contrast to the earlier two cycles. In the first two cycles, the use of the page
died down when they did not see significant payback in using Facebook in comparison to the
effort needed for regular posting to update the page. The negative comments from customers
confirmed their belief. After the third cycle, which showed them examples of successful use by
other businesses, there was a change in their posting pattern with similarities to the demonstrated
examples. The third cycle revealed that seventy-five percent of the posts are related to deals,
twenty percent about customer care and 5 percent about social climbing. The action research
participants followed this advice and began posting regular deals such as “Friday Specials only on
Facebook” an “exclusive Facebook special code” to get certain amount of discount and “short
dated” deals. The similar page owner mentioned, “it took me months to get the hang of it” “it is
hard to build likes” “deals worked the best for me”. The action research participants modified
their behavior with the hope of gaining new customers. They tried for four months with deals and
engaging post from the examples of successful use by other businesses. This behavioral
modification showed the capability of the participants to be flexible despite their initial negative
attitude towards the Facebook page.
6. International Journal of Managing Information Technology (IJMIT) Vol.4, No.4, November 2012
6
The behavioral change was limited due to ethics taking precedence over selling activity
undertaken through the page. The participants turned down the suggestions received from the
business mentors. These suggestions were mostly gullible such as liking your own post to use
your extended network, posting the same information at different time of the day and posting on
community pages. The participant did not want to like their own post as they felt that “it is a
ridiculous suggestion” and “we don’t want to come across as so desperate” The microbusiness
owners were not influenced by social situation and image played little role over business
consideration. They did not try to increase awareness of their products by cross posting on
popular local pages and strongly protected the privacy of their customers. They wanted to
increase their business share but did not want to undertake any dubious activity.
5.5 Lack of new customers from the page
After completion of the third cycle, the participants did not gain a single customer from the page
leading to a reactive use. The page had seventeen comments and questions from customers, to
which the participants responded. The review conducted after six months showed that the
participants were still using the page albeit with reduced frequency of posting (about two in a
month) and coincided the posting with the customary promotional email, which were sent prior to
installation of Facebook page. No new customers were gained from the page during this period
and reliance on print media along with radio was maintained. In contrast to this, the other two
businesses of the examples of the third cycle continued use of the page with great vigor (daily
post) indicating that Facebook page was a valuable conduit for them in marketing their products.
6. DISCUSSION
First the main five results of the investigation is discussed to demonstrate its conformance with
the existing literature. Second, in the theoretical contribution section, the insights gained from the
existing literature and this investigation leads to customization of UTAUT to predict social media
adoption by microbusinesses. Finally, the strengths and limitations of this investigation, along
with implications for research and practice, are described in the next three subsections.
6.1 Constructs extending UTAUT for microbusiness
Owner characteristic of innovativeness to use the page played the most deterministic role in
adoption of social media by microbusiness. This is consistent with the finding of [16] and [15]
who have pointed out the role of individual characteristics in individual technology adoption.
Owner characteristic is added as a construct to UTAUT giving it the primary importance in place
of performance expectancy.
Developing suitable content and allocation of time for using the page is considered as an effort
made by the owners to use the tool. The new social media specific constructs are codification
effort to develop suitable content and time required to use the tool. Codification effort and time
are grouped within the original UTAUT construct effort expectancy. The new constructs reduce
the effectiveness of the page since more effort is required to maintain and update the page. This is
in agreement with finding of [10] who have highlighted the problem of finding appropriate
content.
Email is considered more useful than Facebook which is supported by [23] and [25] who have
identified that relative advantage plays important role in use of new technology by small
businesses. Similar business owners are using the page successfully while the participants are
unable to take advantage of the page. This comparison shows that UTAUT construct performance
expectancy has reduced importance in social media adoption scenario. [19] argues that “a person
can recognize and even accept that PU or attitudes are favorable criteria for deciding to act, but
have no desire to act and even explicitly decide not to act…” (p. 245).
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The behavioral intention construct seemed to lose importance in face of desire to achieve their
goals determining the later as the main indicator of social media adoption in a microbusiness
context. It confirms the findings and suggestions of [19], [17] and [18]. When the owners were
presented with examples of successful use by other businesses, they decided to modify their
behavior towards using the tool with one of the owners taking the lead. They tried to use the tool
by innovatively impersonating the examples with the hope of gaining new customers.
As the participants saw usefulness with customers responding to some of their posts they made a
proactive effort to use the tool. This pointed out that microbusiness owners are highly goal
oriented, enterprising personnel willing to take the necessary steps to achieve their goals. Since
they did not gain any new customers from the Facebook page, they reduced their activity
diverting scarce resources to productive avenues. This indicate that continued use of the page
depend on goal achievement of the owners. Continued use of a tool is the greatest indicator of
successful adoption [17]. Based on the findings, Figure 1 below summarizes the extended
UTAUT model of social media adoption by microbusiness.
Figure 1 Extended UTAUT Model for social media adoption by microbusiness
6.2 Theoretical contributions
The main theoretical contribution of this research is identifying the importance of owner
characteristics in social media adoption by microbusinesses. The construct owner characteristics
determine capability of the owner to use the page and therefore play the most dominant role in
adoption of social media by microbusinesses. Social media specific constructs codification effort
and time required are the second most important adoption indicator. The relative advantage of the
social media tool along with its usefulness is the third influencing factor to decide social media
adoption by microbusinesses. Finally, microbusiness owners are capable of undergoing
modification to their behavior to achieve their goals. The behavior intention or expectation
construct is replaced with goals as a major indicator of adoption and continued use of the social
media tool.
It is theorized that desire to achieve goals using the social media tool is the most important
indicator for continued use of the technology. Figure 1 shows the extended UTAUT model for
8. International Journal of Managing Information Technology (IJMIT) Vol.4, No.4, November 2012
8
social media adoption by microbusinesses. The two-way arrow indicates that social media use
evolves over time as the owner develops a comfort zone in using the page. During the initial
adoption process, social influence and facilitating condition have a moderating effect in the
decision to adopt the tool. On adoption of the tool owner characteristics, effort and performance
expectancy will iterate to play a dominant role in deciding the use of the tool. 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 tool. The loop continues as the owner discovers
new use of the social media tool. If the owners do not gain new customers as it happened in this
case, it will lead to a diminished use of the tool. This indicates that goal-oriented model can
predict continued use of a technology.
6.3 Implications for research
First, the UTAUT is extended to explain social media adoption in microbusinesses but it is
necessary to examine if the extended model can be used to explain adoption of other information
systems such as cloud computing or software as services. Second, due to a single case study, the
owner characteristics could not be examined in detail. It leaves questions unanswered such as
why personality trait is relevant for social media adoption by microbusinesses. Third, owner
characteristics may have an impact on effort and performance expectancy. The relation between
these constructs will shed further clarity on the adoption of Facebook by microbusinesses. There
may be causal relationship between owner characteristics, performance and effort expectancy,
which can be explored through an interpretive standpoint. A high effort would require a
challenge-oriented person (owner characteristics) to play a pivotal role in deciding extend of
social media adoption. In case of performance expectancy owner characteristics play a role since
the utility of the tool may be directly related to the owners capability and understanding of the
tool. Such a straightforward relationship would be difficult to establish because innovativeness is
equally important in social media adoption. Innovativeness is a personal trait, which can be better
explored through interpretive investigations. Fourth, goal oriented model need to be used since it
has greater capability to predict technology adoption and use by microbusinesses. It is necessary
to compare the efficiency of a goal-oriented model against a behavior-based model using a
positivist approach. Overall, further investigation is necessary to establish hypothesis for
positivist investigation.
6.4 Strengths and limitations
Action research helped the researcher to portray the adoption process at extremely close quarters
within the business. Data triangulation from similar businesses made the research extremely
relevant for retail microbusinesses. The extensions and modifications made to UTAUT are
consistent with past suggestions and modifications.
Since a single case study is used, higher value is accorded on relevance rather than rigor. The
theory development is based on a single exploratory case that was necessary due to absence of
theory in adoption of social media by microbusiness. The limitation of this study can be
overcome by conducting further 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 presence of bias is prevalent in action research. 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 recognizing the dual cycle of action (a) the research cycle and (b) the problem
solving cycle. The research cycle is the development of social media adoption theory based on
UTAUT. The problem solving cycle is the various tactics, which is used to exemplify utility of
the tool so that the owner will use the tool. Bias was managed by distinctly separating the two
cycles, which brought about impartial collection and analysis of data.
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6.5 Implications for practice
The two main implications are (a) Patience is a virtue and social media experience cannot be done
overnight. (b) The microbusiness owner is the best judge about her business. Communication
with the customer cannot be outsourced. Practice is required to gain efficacy in social media use.
Regular and continuous systematic use will lead to benefits. It is efficient to learn from
established Facebook business pages by observing their content. Innovative use of the Facebook
business page is necessary to use it as marketing and sales conduit.
7. CONCLUSIONS
This paper makes out a case for extending the UTAUT to accommodate adoption of social media
process by microbusinesses. Owner characteristics seem to play the most dominant role for social
media adoption. Codification effort and time required can significantly influence adoption of the
social media tool. Desire to achieve goals is the most prominent indicator of continued use of the
Facebook page. A goal-oriented model will motivate the practitioner community to understand
and use the Facebook page.
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Authors
Debashish Mandal received his Diploma in Business Administration from
University of Cardiff and Masters in Advanced Manufacturing Systems from
Brunel University UK. He has been employed in the manufacturing industry in
various capacities before embarking on a Ph.D. at the Department of Management
Systems, University of Waikato. His research interest include electronic commerce,
social commerce, social media and action research
Robert J. McQueen is Professor of Electronic Commerce Technologies at the
Waikato Management School, University of Waikato. He holds a PhD from
Waikato, a MBA from the Harvard Business School, and a BApSc in Electrical
Engineering from The University of Waterloo. His research interests are in
electronic commerce, computer mediated group communication, and technology
support for tacit knowledge building in individuals.