Exploring Factors Influencing E-Service Adoption and Continuance

1. Exploring Factors Influencing E-Service Adoption and Continuance 邱兆民 資訊管理系 國立高雄第一科技大學

2. Outline • Theory of Reasoned Action • Technology Acceptance Model • Theory of Planned Behavior • Social Cognitive Theory • Expectancy Disconfirmation Theory • Expectancy-Value Theory of Achievement Motivation

3. Perceived expectations of specificreferent individuals or groups The perceived social pressure to perform or not to perform the behavior or an individual’s perception that important others would approve or disapprove of his or her performing a given behavior. Normative Beliefs & Motivation to Comply Subjective Norm Behavioral Intention Actual Behavior Behavioral Beliefs & Evaluation Attitude Toward the Behavior The degree to which a person has a favorable or unfavorable evaluation or appraisal of the behavior in question Motivation to comply with these expectation. Beliefs about the likely consequences or other attributes of the behavior. Evaluation of these consequences. Theory of Reasoned Action (TRA) (Fishbein and Ajzen 1975; Ajzen And Fishbein 1980)

4. TRA • Two Different Kinds of Attitudes • Attitude towards objects (e.g., “The online tax filing system is great”) • Attitudes towards behaviors (e.g., “My using the online tax filing system is great”).

5. Technology Acceptance Model (TAM) • Technology acceptance model (TAM) (Davis 1989; Davis et al. 1989) is founded upon TRA • TAM adapted TRA’s belief-attitude-intention-behavior linkage to the particular domain of user acceptance of information technology.

6. the degree to which a person believes that using a particular system would enhance his or her job performance Attitude towards objects, system design characteristics, user characteristics, task characteristics, etc. Perceived Usefulness External Variables Attitude Towards Using Behavioral Intention to Use System Use Perceived Ease of Use the degree to which a person believes that using a particular system would be free of effort TAM

7. TAM • Related Research • Extending TAM: by considering perceived playfulness, compatibility, perceived risk, trust, perceived near-term usefulness, perceived long-term usefulness, etc. • Examining the influence of moderator: age, gender, experience, etc.

8. TAM2 Experience Voluntariness Venkatesh & Davis 2000 Subjective Norm Image Perceived Usefulness Job Relevance Intention to Use Usage Behavior Output Quality Perceived Ease of Use Result Demonstrability TAM

9. Theory of Planned Behavior (TPB) • TRA is limited because it assumes that behavior is under full volitional control. • This assumption fails to acknowledge that an individual’s behaviors may be directed, for example, by the perception of • resources availability and • opportunities necessary for performing the behavior.

10. TPB • In other words, TRA does not deal with situations in which an individual may lack full volitional control over the target behavior. • Ajzen (1988, 1991) later advanced a theory of planned behavior (TPB), an extension to TRA.

11. Normative Beliefs & Motivation to Comply Subjective Norm Behavioral Beliefs & Outcome Evaluation Attitude Toward the Behavior Intention Behavior Control Beliefs & Perceived Facilitation Perceived Behavioral Control Beliefs about the presence of factors that may further or hinder performance of the behavior. Perceived power of the particular control factor to facilitate or inhibit performance of behavior refers to “people’s perception of the ease or difficulty of performing the behavior of interest” and it is assumed to reflect past experience as well as possessed resources (e.g., money, time, skills, cooperation of others) and opportunities TPB

12. Perceived Behavior Control Perceived Self- Efficacy Perceived Control- ability TPB • Two-Level Hierarchical Model (Ajzen 2002) • PBC is the higher-order construct composing of two components: self-efficacy and controllability.

13. Subjective Norm Attitude Toward the Behavior Intention Behavior refers to control over the behavior, or the beliefs about the extent to which performing the behavior is up to the actor refers to ease or difficulty of performing a behavior, or confidence in one’s ability to perform it Self-Efficacy Perceived Controllability Perceived Behavioral Control TPB

14. TPB • Several recent studies (Armitage & Conner, 1999a, 1999b; Manstead and van Eekelen, 1998; Terry and O’Leary, 1995)provided consistent support for the distinction between self-efficacy and controllability. • Self-efficacy always reveals significant effects on intentions and, in four instances, on behavior, whereas controllability revealed significant effects on intentions in five cases and behavior in one case.

15. Peer Influence Taylor & Todd 1995 Subjective Norm Superior’s Influence Perceived Usefulness Attitude Toward the Behavior Intention Behavior Ease of Use Compatibility Self- Efficacy Resource Facilitating Conditions Perceived Behavioral Control Technology Facilitating Conditions Decomposed TPB

16. Perceived risk is defined as a consumer’s subjective assessment of uncertainty and adverse consequences of transacting and using services on the Internet mass media reports, expert opinions, and other nonpersonal information considered by individuals in performing a behavior influence by friends, family members, colleagues, superiors, and experienced individuals known to the potential adopter the extent to which the individual perceives that his or her attention is focused on the interaction with the target technology, is curious during the interaction, and finds the interaction intrinsically enjoyable or interesting Subjective Norm refers to an individual judgment of one’s capability to use a WWW application (service) within the domain of general Internet computing 0.27** Interpersonal Influence 0.10 External Influence Attitude Towards E-Service Usage * p-value < 0.05 ** p-value < 0.01 Perceived Usefulness 0.13* E-Service Satisfaction (R2=.69) E-Service Continuance Intention (R2=.75) 0.81** Perceived Risk -0.08 Perceived Playfulness 0.38** Perceived Behavioral Control Internet Self-Efficacy 0.09 0.13* 0.07 Perceived Controllability Decomposed TPB Hsu, M.H. & Chiu, C.M. 2004, forthcoming in Behavior & Information Technology

17. Decomposed TPB • External influence does not exert a significant effect on satisfaction. A plausible explanation is that • external influence can only exert its influence on initial adoption. After initial adoption, interpersonal influence will exert a stronger effect on their feeling of satisfaction with e-service use, whereas external influence will exhibit a weaker impact. • The relationship between perceived risk and satisfaction was not significant. A possible explanation is that: • the provider of the e-file service is the government and thus individuals have high level of trust on the e-file service, resulting in weak perceptions of the uncertainty and adverse consequences of using the e-file service.

18. Decomposed TPB • A possible interpretation of the insignificant relationship between ISE and satisfaction is that • satisfaction is determined by expectation, perceived performance, and disconfirmation about the product and service, as theorized by the expectancy disconfirmation theory (EDT), rather than an individual’s belief about his/her capabilities. • The path from perceived controllability to continuance intention is not significant. A plausible explanation is that • the government allowed individuals to choose filing tax through the e-file or brick-and-mortar service, and thus individuals had full volitional control over their behaviors.

19. Subjective Norm Interpersonal Norm an individual’s judgment of efficacy across multiple Internet application domains .03 Perceived Usefulness .39*** Social Norm an individual’s perception of efficacy in using a specific WWW application (service) within the domain of general Internet computing .04 .19** .14** Perceived Playfulness Attitude Intention .52*** E-Service Usage -.12** .77*** Perceived Risk .24** .11** .16** General Internet Self-Efficacy .63*** Web-Specific Self-Efficacy .00 .01 *p<.05 **p<.01 ***p<.001 Perceived Controllability Perceived Behavioral Control Extended TPB Hsu, M.H. & Chiu, C.M. 2004, forthcoming in Decision Support Systems

20. Extended TPB • The path from perceived controllability to behavioral intention and e-service usage were not significant. A plausible explanation is that • the government allowed individuals to choose filing tax through the e-file or brick-and-mortar service, and thus individuals had full volitional control over their behaviors.

21. Extended TPB • This study found that interpersonal norm and social norm did not have a significant direct effect on behavioral intention. A possible explanation is that • The implementation of the e-file service has past the early stage of the innovation diffusion process in which social influences have a significant effect on intention. • According to innovation diffusion theory, an IT adoption creates uncertainty about its expected consequences for the potential adopters. • Since the level of uncertainty declines as individuals move through the stages of the adoption process, the impact of interpersonal and social norms will therefore decline and diminish to non-significance over time.

22. General Internet Self-Efficacy Measure • I feel confident navigating the World Wide Web by following hyperlinks. • I feel confident visiting a Web site by entering its address (URL) in the browser. • I feel confident going backward and forward to previously visited Web pages without being lost in the hyperspace (cyberspace). • I feel confident finding information by using a search engine. • I feel confident finding information in a Web directory or portal. • I feel confident looking for information by querying a Web database. • I feel confident receiving e-mail messages. • I feel confident sending e-mail messages.

23. General Internet Self-Efficacy Measure • I feel confident saving the files attached to e-mail. • I feel confident attaching files to e-mail. • I feel confident posting messages in a Web bulletin board. • I feel confident exchanging messages with other users in discussing forums. • I feel confident chatting on the WWW. • I feel confident downloading files and software. • I feel confident uploading files to a Web site or FTP site. • I feel confident connecting to the Internet through a modem, ADSL, etc. • I feel confident creating a Web page for the World Wide Web. • I feel confident filling out and submitting Web forms. • I feel confident installing an application or software.

24. Web Specific Self-Efficacy Measure • I feel confident visiting the Web site for filing income tax by entering its address (URL) in the browser. • I feel confident navigating the e-file Web site by following hyperlinks. • I feel confident finding information about the IRS Web site by using a search engine. • I feel confident finding information about the IRS Web site in a Web directory or portal site. • I feel confident downloading software and data on the Web, e.g., certificate and software for filing income tax. • I feel confident receiving an e-mail message containing the certificate data from the certificate authority. • I feel confident filling out a Web form to apply for a secretary key.

25. Behavior Environment Cognitive and Personal Factors Person Social Cognitive Theory • SCT (Bandura, 1986) explains human behavior in terms of triadic and reciprocal causation among behavioral, personal, and environmental factors.

26. SCT • SCT (Bandura, 1989) is a theory of cognitive mechanism of motivation. In particular, behavior is affected by outcome expectations, personal goal, and self-efficacy, and these cognitive factors are in turn influenced by context information.

27. SCT • Self-efficacy refers to an individual’s belief in his or her capability to perform certain tasks. • SCT (Bandura, 1977, 1986) posits that self-efficacy is a major determinant of • choice of activities, • degree of effort, • period of persistence, and • level of performance in the face of challenging situations.

28. SCT • The SCT (1997) also specifies four sources of information that interact to develop self-efficacy, which in turn affects outcome expectations and personal goal. • enactive mastery (personal experience), • vicarious experience (visualizing other people perform successfully), • verbal persuasion (perceived encouragement and support from others), • psychological arousal (state of psychological and emotional arousal).

29. Behavior Modeling the judgment of the likely consequence a certain behavior will produce Observing others performing a behavior Prior Experience Outcome Expectations H3 Performance CSE is defined as an individual judgment of one’s capability to use a computer Computer Self- Efficacy SCT • Related Research Compeau and Higgins (1995a; 1995b) stand as one of the first to apply SCT and the concepts of computer self-efficacy (CSE) to the study of end-user computer training and usage.

30. Principles of Designing Self-Efficacy Measure • An important theoretical property of self-efficacy is that it is concerned not the skills a person has; rather, it reflects what individuals believe they can do with the skills they possess. • For example, in discussing CSE, Compeau and Higgins distinguished between component skills such as formatting disks and booting up the computer and behaviors individuals can accomplish with such skills, such as using software to analyze data.

31. Computer Self-Efficacy Measure I COULD COMPLETE THE JOB USING THE SOFTWARE PACKAGE... • … if there was no one around to tell me what to do as I go • … if I had never used a package like it before • … if I had only the software manuals for reference • … if I had seen someone else using it before trying it myself • … if I could call someone for help if I got stuck • … if someone else had helped me get started • … if I had a lot of time to complete the job for which the software was provided • … if I had just the built-in help facility for assistance • … if someone showed me how to do it first • … if I had used similar packages before this one to do the same job

32. Expectancy Disconfirmation Theory • Expectancy disconfirmation theory (EDT) or disconfirmation of expectation theory is a consumer behavior model that gains widespread acceptance in the research of explaining and predicting consumer satisfaction and the repurchase intention. • EDT model originally developed by Oliver (1980) • EDT theorizes that • Repurchase Intention = F(Satisfaction) • Satisfaction = F(Expectation, Disconfirmation)

33. Disconfirmation Expectation Satisfaction Attitude Attitude Intention Intention Pre-Purchase Disconfirmation Period Post-Purchase Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions (Oliver 1980) Expectancy Disconfirmation Theory

34. EDT • The EDT model assumes that consumers’ degree of satisfaction is an outcome of a five-step process (Oliver 1980a). • Form an initial expectation. • Form perceptions about its performance on the salient attributes. • Compare these perceptions of performance with their prior expectation levels and determine the extent to which their expectations are confirmed. Expectations could be • Positively disconfirmed (perceived performance > expectations) • Confirmed (perceived performance = expectations), • Negatively disconfirmed (perceived performance < expectations).

35. EDT • Form a feeling of satisfaction or dissatisfaction based on their disconfirmation level. • A moderate satisfaction level will be maintained by confirmation, • enhanced by the delight of positive disconfirmation, and • decreased by the disappointment of negative disconfirmation. • Satisfied consumers form intentions to reuse the product or service in the future, while dissatisfied users discontinue its subsequent use.

36. ＋ Expectation (t1) － Repurchase intention (t2) ＋ ＋ Satisfaction (t2) ＋ Perceived Performance (t2) ＋ ＋ Note: t1 = pre-consumption variable; t2 = post-consumption variable Disconfirmation (t2) Expectancy Disconfirmation Theory • Churchill and Suprenant (1982) extended the EDT model developed by Oliver.

37. ＋ Perceived Usefulness ＋ ＋ IS Continuance Intention Satisfaction ＋ Confirmation ＋ EDT • Related Research • Bhattacherjee (2001) applied expectation confirmation theory (ECT) to examine cognitive belief and affect influencing an individual’s intention to continue using (continuance) information systems.

38. IQ Expectation IQ Disconfirmation Web-IQ Satisfaction IQ-Perceived Performance Web Consumer Satisfaction SQ-Perceived Performance Web-SQ Satisfaction SQ Disconfirmation SQ Expectation EDT • Related Research • McKinney et al. (2002) developed constructs for measuring Web-customer satisfaction in terms of information quality (IQ) and system quality(SQ).

39. Prior Perceived Disconfirmation Outcome Expectations 0.23** 0.55*** 0.90*** 0.67*** 0.1 WWW continuance Intention Satisfaction With Prior Use 0.32*** 0.17** Internet Self-Efficacy SCT + EDT Related Research: Hsu, M.H., Chiu, C.M., and Ju, Terasa. L. Determinants of Continued Use of the WWW: An Integration of Two Theoretical Models, forthcoming in Industrial Management & Data Systems.

40. SCT + EDT • Internet self-efficacy appeared to have no effect on outcome expectation. • This suggests that the influence of ISE on outcome expectations will diminish to non-significance as users gain increasing experience with the target technology.

41. IQ- satisfaction IQ- confirmation 0.44*** 0.24*** 0.49*** 0.43*** 0.65*** WWW- continuance intention SQ- confirmation SQ- satisfaction 0.14* 0.18*** 0.12** 0.67*** SEQ- confirmation SEQ- satisfaction 0.14** 0.18** 0.19*** Perceived usefulness 0.40*** Extended EDT Related Research: Hsu, M.H.,Chen Y.L., and Chiu, C.M. Extending the Expectation-Confirmation Model for a World-Wide-Web Continuance, Communications of ICISA 5(2) 2003.

42. Perceived Performance 0.15* 0.82* Performance Disconfirmation 0.34* Perceived Quality 0.21* 0.85* Satisfaction E-Service Continuance Intention 0.82* -0.02 Quality Disconfirmation 0.19* Perceived Value 0.13 0.86* Value Disconfirmation Extended EDT Related Research: Chiu, C.M. Performance, Quality, Value and E-Service Continuance Decisions , under preparation.

43. Extended EDT • The path from performance disconfirmation to satisfaction was significant, whereas the paths from quality disconfirmation and value disconfirmation to satisfaction were not significant. This suggests that • the roles of performance disconfirmation, quality disconfirmation, and value disconfirmation are dominant in explaining/predicting users’ satisfaction in certain contexts.

44. EDT + TPB Related Research: Ju, Terasa. L. , Chiu, C.M., and Hsu, M.H. Extending the Theory of Planned Behavior for theWorld Wide Web Continuance Context , under preparation. Interpersonal Influence External Influence .00 .14* Disconfirmation Attitude R2=0.68 .43** .52** WWW continuance Intention R2=0.69 .84** .26** Satisfaction .19* Perceived Behavioral Control

45. Expectancy-Value Theory • The role of value in influencing behavior has also been discussed in the expectancy-value theory. • Atkinson's expectancy-value theory posits that engagement in achievement-oriented behaviours is a function of • the motivation for success, • the probability of success (expectancy) • the incentive value (valence) of success

46. Expectancy-Value Theory of Achievement Motivation • Expectancy–value theory of achievement motivation (Eccles et al. 1983) is based on Atkinson's expectancy-value model • Eccles et al. link individuals’ choice, persistence, and performance to • expectancy for success • subjective task value.

47. Goals and Self-Schemata 1. Self-schemata 2. Short-term goals 3. Long-term goals 4. Ideal self 5. Self-concept of one’s abilities 6. Perceptions of task demands Expectation of Success Achievement-Related Choice Subjective Task Value 1. Attainment Value 2. Utility Value 3. Intrinsic Value 4. Cost Cost: negative aspects of engaging in the task. as well as both the amount of effort that is needed to succeed and the lost of opportunities Attainment value (Importance): personal importance of doing well on the task. Utility value: how well a task relates to current and future goals. Affective Memories Intrinsic value (Interest): the enjoyment the individual gets from performing the activity, or the subjective interest the individual has in the subject. Expectancy-Value Theory of Achievement Motivation Expectancy–value model of achievement motivation (Eccles et al. 1983)

48. Attainment Value H2 Utility Value H4 H3 H1 Interest Value H5 H6 Attitude H13 E-Learning Continuance Intention Cost H7 H8 H9 H11 Perceived Ease of Use H10 H12 Perceived Usefulness Extended TAM (TAM + Value) Purpose: is to examine the factors influencing users’ e-service continuance intention in the e-learning context. We extend the TAM by introducing subjective task value to enhance understanding of an individual’s e-learning continuance intention. Chiu, C.M. under preparation.

49. The End! Thank You Very Much !