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Pacific Asia Conference on Information Systems ( PACIS 2014)

Pacific Asia Conference on Information Systems ( PACIS 2014). THE EFFECTS OF SOCIAL COMPARISON ON INTENTION TO USE MOBILE MESSAGING SERVICES. Boonlert Watjatrakul, PhD. Department of Information Technology Assumption University Bangkok, Thailand. Research Motivation and Objective

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Pacific Asia Conference on Information Systems ( PACIS 2014)

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  1. Pacific Asia Conference on Information Systems (PACIS 2014) THE EFFECTS OF SOCIAL COMPARISON ON INTENTION TO USE MOBILE MESSAGING SERVICES Boonlert Watjatrakul, PhD. Department of Information Technology Assumption University Bangkok, Thailand

  2. Research Motivation and Objective Development of Research Model Research Methodology Discussion of the Findings Implication for Theory and Practice Limitations and Future Studies Presentation Topics

  3. Few studies in IS literature have examined mobile service adoption from the psychological perspective of social comparison. Lack of studies in psychology literature applied social comparison to predict technology adoption decision, particularly the adoption of a mobile messaging service. Research Motivation ? Social Comparison Technology Acceptance how does social comparison influence individuals’ acceptance of technologies?

  4. Research Objective To examine the effect of social comparison on individuals’ intentions to use a voluntary mobile messaging service through the key mediators–users’ perceived values, information seeking behavior and attitudes. Social Comparison Mediators Intention to use technology Mediators Information Seeking Perceived value Perceived value Attitudes Utilitarian value Hedonic value Social value

  5. The worldwide mobile messaging market will generate annual revenue at USD 300 billion in 2014 and reach USD 334.7 billion by end of 2015 (Portio research, 2011). Mobile messaging includes SMS, MMS, instant messaging, "over-the-top" messaging applications and social media messaging. Two basic technologies used to route and deliver mobile messaging, mobile network protocols and IP protocols (Crocker, 2013). Mobile Messaging Services

  6. Social comparison • is an essential social phenomenon where human beings compare themselves with others for self-evaluation and information seeking • can influence many outcomes including a person’s self-concept, level of aspiration, and feelings of well-being. • has been extended to different types of opinion comparison such as belief assessment and preference prediction. • However, it has not been used the social caparison to predict the technology adoption, particularly the adoption of mobile messaging services. SocialComparison

  7. Perceived value refers to the whole product evaluation in regard to consumers’ perceptions of the product. • Utilitarian value  cognitively driven and goal oriented to achieve a functional task. • Hedonic value  relate to the multisensory aspect of individual’s experience with products such as enjoyment, feeling and fun. • Social value  relate to social approval and status enhancement of self-image among other individuals. • Information seeking refers to thepurposive seeking of information as a consequence of a need to satisfy some goals. • Information can be sought from manual information systems (e.g., a newspaper or a library) or computer-based systems (e,g., online database) Perceived value and Information seeking

  8. Research model (+) (+) (+) (+) (+) (+) (+) (+) (+) (+)

  9. Methodology

  10. Analysis of the measurement model Fit indices of the measurement model Convergent validity Reliability, AVE, and shared variance between constructs Discriminant validity

  11. Analysis of the structural model Fit indices of structural model

  12. Results -- hypotheses testing

  13. Students who believe they have better knowledge about mobile messaging service than their friends will • present their knowledge to their friends in order to project positive image of themselves among others. • attempt to seek more knowledge and updated information about the mobile services to remain a positive comparison judgment. • Students seeking more information about the mobile messaging will • learn more about functions and benefits that they can gain from the service (utilitarian value) and • enjoy using the service (hedonic value) Discussion

  14. Discussion Utilitarian value has the greatest impact on users’ attitudes and intentions to use a mobile messaging service when comparing to the impacts of social and hedonic values. Total and indirect effects

  15. Theoretical implications • This study contributes to the existing literature in information technology adoption by applying social comparison to predict individuals’ intentions to use a technology. • The study empirically validates the results from previous studies regarding the effects of perceived values (utilitarian, hedonic and social values) on attitudes towards technology adoption. • The study extends and successfully tests the effect of social value on hedonic value. Implication for Theory and Practice

  16. Practical Implications Individuals who know about a technology service better than their colleague/group members are easier to adopt (buy or use) the service. Finding Service providers should target their potential customers (e.g., value customers, loyalty customers) by providing them with more detailed and timely information of the services. Implication

  17. Practical Implications Individuals who want to compare themselves with others will seek more information to enhance their knowledge about the services. Finding Service providers should make relevant information of the services conveniently accessible by the users (e.g., websites on mobile, social media). Implication

  18. Practical Implications Individuals will use a service when they perceived values of the service Finding Service providers should demonstrate how their services are useful and evoke their users’ impression (e.g., demonstration, trial services) Implication

  19. Practical Implications Utilitarian value has the greatest impact on users’ intentions to use the mobile messaging service when comparing to other values. Finding Service providers should emphasize and improve the features of their mobile messaging service (e.g., providing customized and on-demand information). Implication

  20. Limitations and Future Studies

  21. This research • fills the gap in the technology adoption literature by incorporating a number of well-ground theoretical factors (social comparison, perceived values and information seeking) to explain users’ attitudes and intentions to adopt a voluntary mobile messaging service. • proposes a new framework to understand individuals’ motives of using a mobile messaging service as a result of social comparison. • provides guidance for service providers to understand and enhance customers’ intentions to use their services. Conclusion

  22. Thank You Q & A

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