A new theoretical framework of technology acceptance and empirical investigation on self-efficacy-based value adoption model

Purpose - In a voluntary consumer market, the consumer's decision-making process is still a magnetic topic although a large number of related studies have been conducted. The purpose of this paper is to explore the determining factors for the future adoption of an innovation service and propose...

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Bibliographic Details
Published in:Nankai business review international 2010-10, Vol.1 (4), p.345-372
Main Authors: Zhu, Ge, Sangwan, Sunanda, Lu, Ting-Jie
Format: Article
Language:English
Subjects:
Auctions
Behavior
Cellular telephones
Communication
Consumer behavior
Consumers
Costs
Customer services
Electronic commerce
Hypotheses
International
Internet access
Marketing
Mobile commerce
Mobile communications networks
Self-efficacy
Shopping
Studies
Technology Acceptance Model
Technology adoption
Value added
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Summary:Purpose - In a voluntary consumer market, the consumer's decision-making process is still a magnetic topic although a large number of related studies have been conducted. The purpose of this paper is to explore the determining factors for the future adoption of an innovation service and proposes a new model to better explain consumer's adoption intention.Design methodology approach - Social cognitive theory is introduced in the paper to explore consumer behavior in terms of triadic and reciprocal causation among value, self-efficacy, and adoption constructs. Based on the theoretical framework, a self-efficacy-based value adoption model (SVAM) is proposed to study the adoption of mobile auction (m-auction) - one of mobile-internet services in an empirical manner. The analysis of measurement and structural model is conducted via LISREL 8.80.Findings - Research results indicate that the instruments are reliable and valid and the model is well accepted. Perceived functional, social, and emotional values are tested to have a significant influence on perceived value. Perceived cost is negatively related to perceived value and positively to attitude. m-auction self-efficacy (MASE) comes from subjective and objective general self-efficacy, which not only directly impacts attitude but also strongly influences perception of all the antecedents of perceived value.Research limitations implications - Although SVAM is proved to be successful in this paper, it still needs more experimental research from different research contexts and authors to be supported.Originality value - Compared with previous research on innovation adoption, results show that the model is more effective in explaining the adoption intention (R2=0.72). Just like perceived value has a significantly impact on attitude, self-efficacy of m-auction has an essential role in perceived values and cost and attitude. The result fully demonstrates that the value adoption model based on self-efficacy is a better technology acceptance model, especially for a voluntary consumer market.
ISSN:2040-8749
2040-8757
DOI:10.1108/20408741011082543