The Roles of User Psychological Perceptions on the Adoption of Web-Based Service Innovations

1 Pages Posted: 18 Nov 2012

See all articles by Chyi Jaw

Chyi Jaw

affiliation not provided to SSRN

Oliver Yu

affiliation not provided to SSRN

Kenneth Gehrt

affiliation not provided to SSRN

Date Written: August 16, 2012

Abstract

This study expands the traditional TAM by considering direct and mediating effects of users’ psychological factors on the adoption of e-service innovations. Specifically, this study proposes the influential paths from innovation design characteristics to innovation adoption through user perceptions in order to better understand how to design an acceptable innovation and identify the targeted consumer segments. This study developed experiments to test the results of various designs for a simulated new e-learning website. The results of the investigation indicate significant direct and mediating effects of user psychological factors on the innovation adoption. In other words, for predicting e-service adoption, the expanded model is more effective than the traditional TAM. The conclusions support the expanded framework with two pathways - one innovation characteristic-based and the other user perception-based - connecting to the acceptance of new technologies. The results also help partially explain the divergent and even conflicting effects of innovation characteristics of past research in TAM.

JEL Classification: M31

Suggested Citation

Jaw, Chyi and Yu, Oliver and Gehrt, Kenneth, The Roles of User Psychological Perceptions on the Adoption of Web-Based Service Innovations (August 16, 2012). Proceedings of 19th International Business Research Conference 2012. Available at SSRN: https://ssrn.com/abstract=2177124 or http://dx.doi.org/10.2139/ssrn.2177124

Chyi Jaw (Contact Author)

affiliation not provided to SSRN ( email )

Oliver Yu

affiliation not provided to SSRN ( email )

Kenneth Gehrt

affiliation not provided to SSRN ( email )

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