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Reexamining Technology Acceptance in Online Task Behaviors

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Prashant Palvia, Joe Rosenthal Excellence Professor and Director of the McDowell Research Center for Global IT Management (Creator)
Institution
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/

Abstract: With rapid advances in information technology, information systems and software have become more versatile and multifunctional. However, users may have varying degrees of preferences to different functions and tasks that can be accomplished using a single technology. In order to investigate this phenomenon, this study adopts a previous study by Gefen and Straub (2000) as a reference point and uses Internet technology to investigate two tasks: information search and online purchasing. The current study provides a more comprehensive picture of applying task behaviours by decomposing each variable in the technology acceptance model (TAM) according to the two online tasks. The proposed model was tested with survey data from 435 respondents. Results demonstrate that TAM holds its explanatory utility very well when applied to task behaviours. Convergent and discriminant validities indicate that each task possesses its own characteristics and variables. A structural equation modelling test was performed and the results show that perceived ease of use and perceived usefulness have significant relationships with intention only within its task but not outside. As a result, our results outperform those reported in the baseline study of Gefen and Straub. It is therefore advisable for organizations in deploying technology to delineate user behaviour by tasks and explore the impact of the technology on individual tasks.

Additional Information

Publication
Electronic Markets. Vol. 16, No. 1, 2006, pp. 4-15
Language: English
Date: 2006
Keywords
information technology acceptance, technology acceptance model, task behaviours, online behaviours, e-commerce