Professional Documents
Culture Documents
a
Cuetel Pty Ltd., P.O. Box 458, Belconnen ACT 2616, Australia
Department of Employment and Workplace Relations, Garema Court, ACT 2600, Australia
Received 11 December 2002; received in revised form 7 March 2003; accepted 16 March 2003
Abstract
Information Technology has permeated many facets of work life in industrialized nations.
With the expansion of Internet access we are now witnessing an expansion of the use of
information technology in the form of electronic commerce. This current study tests the
applicability of one prominent information technology uptake model, the Technology
Acceptance Model (Int. J. Man Mach. Stud. 38 (1993) 475), within an electronic commerce
setting. Specically, the relationship between the perceived ease of use, usefulness and three
electronically recorded indicators of use were assessed within the context of an electronic
supermarket. A total of 247 participants completed the attitudinal measures. Electronically
recorded indicators of use in the form of deliveries, purchase value and number of log-ons to
the system were also recorded for the month the participants completed the questionnaire and
6 further months. Results indicated that the Technology Acceptance Model could be
successfully applied to an electronic supermarket setting, providing empirical support for the
ability of the Technology Acceptance Model to predict actual behaviour. The Technology
Acceptance Model explained up to 15% of the variance in the behavioural indicators through
perceived ease of use and usefulness of the system. However, the perceived ease of use of the
system did not uniquely contribute to the prediction of behaviour when usefulness was
considered, indicating a mediation effect. Future research should now focus on product and
service attributes to more fully explain the use of electronic commerce services.
r 2003 Elsevier Science Ltd. All rights reserved.
Keywords: Technology acceptance model; Online supermarket; Technology use
*Corresponding author.
E-mail addresses: ron.henderson@cuetel.com.au (R. Henderson), megan divett@hotmail.com
(M.J. Divett).
1071-5819/03/$ - see front matter r 2003 Elsevier Science Ltd. All rights reserved.
doi:10.1016/S1071-5819(03)00079-X
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1. Introduction
The current organizational climate demands that organizations provide continuous market innovations and organizational improvements in order to remain
competitive (Reichheld, 1993; Howard, 1995). As such, Information Technology
has become an essential tool for a large number of organizations, with workplaces regularly affected by the implementation of new or upgraded technology
(Korunka et al., 1997; Doherty and King, 1998b). Extrapolating from the present
organizational climate, the continuous implementation of new Information
Technology is likely to occur at a global level (Medcof, 1989; Shani and Sena,
1994; Doherty and King, 1998b). This is especially the case in light of the
increased importance placed on Information Technology by users (Morieux and
Sutherland, 1988).
Despite the time and monetary resources allocated to the implementation of new
Information Technology systems, the performance outcomes associated with the new
systems often fail to meet original performance expectations (e.g. Shani and Sena,
1994; Clegg et al., 1997). It seems that, without doubt, the success with which
Information Systems are implemented needs to be markedly improved (Hornby et al.,
1992). Research indicates that the poor performance of new Information Systems,
post implementation, is typically due to managerial or behavioural factors, rather
than technical factors (Long, 1987; Hornby et al., 1992; Shani and Sena, 1994).
A nding that is supported by research conducted over 20 years ago indicating that
failure of Information Systems was not solely attributable to technical reasons
(Swanson, 1974; Lucas, 1975). User acceptance of information systems impacts post
implementation performance (Swanson, 1974).
Consequently, the acceptance of Information Systems, or microcomputer based
technology has become a fundamental part of Management Information System
(MIS) planning within most organizations (Igbaria et al., 1994). However,
understanding why individuals choose to accept or reject new information
technology is proving to be one of the most challenging research questions in the
Information Systems eld (Pare! and Elam, 1995).
In an attempt to better understand user acceptance, Davis and his colleagues
(e.g. Davis, 1989, 1993; Davis et al., 1989a, b, 1992) developed the Technology
Acceptance Model. The Technology Acceptance Model and its derivative (Igbaria
et al., 1994) has become the most comprehensive attempt to articulate the core
psychological aspects associated with technology use. Based on the generic model of
attitude and behaviour (the Theory of Reasoned Action, Ajzen and Fishbein, 1980;
Fishbein and Ajzen, 1975), the Technology Acceptance Model has proved a robust
and valuable model when considering information technology acceptance, or uptake
(Mathieson, 1991; Taylor and Todd, 1995).
In short, Davis and his collegaues (1989a, b) and Davis (1993) postulated that
users attitudes toward using a computer system consisted of a cognitive appraisal of
the design features, and an affective response to the system. In turn, this attitude
inuences actual use, or acceptance of the computer system. The two major
design features outlined by these researchers included, the perceived usefulness
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2. Method
2.1. Participants
The research sample consisted of 920 potential customers of an electronic home
shopping service located in Auckland New Zealand, who had indicated an interest in
purchasing from the service provider, and an interest in participating in a survey.
From this sample, 800 individuals were selected, alphabetically, to receive the
questionnaire. The response rate for this study was 31% (247 useable questionnaires).
Fifty-four per cent of the respondents were female (133 respondents) and 46%
were male (114 respondents). The average age of respondents was 39.75 years
(s.d.=9.78 years). Sixty-three per cent (156 respondents) indicated that they were in
full time employment, and overall, respondents indicated that they used a computer
approximately 4.53 h (s.d.=3.09 h) per day.
2.2. Measures
2.2.1. Perceived ease of use
Perceived Ease of Use refers to ythe degree to which a person believes that using
a particular system would be free of effort (Davis, 1989, p. 82). Given that effort is a
nite resource, an application perceived to be easier to use than another is more
likely to be accepted by users (Davis, 1989).
Perceived Ease of Use was measured using a three-item scale, modied from
previous Technology Acceptance Model research (Deane, Podd and Henderson,
1998). Respondents were asked to indicate the extent of their agreement with each
item on a ve point numerical scale, ranging from 1-strongly disagree to 5-strongly
agree. An example of a perceived ease of use item is It is easy for me to get the
groceries I want from the system. The Cronbach alpha obtained for this scale was
0.62, and is considered acceptable for research purposes (e.g. Nunnally, 1968).
2.2.2. Perceived usefulness
Perceived Usefulness was dened as the degree to which a person believes that
using a particular system would enhance his/her job performance (Davis, 1989,
p. 82). Davis (1989) describes a system high in Perceived Usefulness as one for which
a user believes in the existence of a positive user-performance relationship. The user
perceives the system to be an effective way of performing the task(s).
Three items were used to tap the Perceived Usefulness construct, adapted from
previous Technology Acceptance Model research (Deane et al., in press).
Respondents were asked to indicate the extent of their agreement with each item
on a ve point numerical scale, ranging from 1-strongly disagree to 5-strongly agree.
An example of a perceived usefulness item is The system helps to get my grocery
shopping done efciently. A Cronbach alpha internal consistency coefcient of 0.82
was obtained, within the current study.
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Component
1.00
2.00
a
Perceived usefulness
0.902
0.844a
0.789a
0.103
0.167
0.145
0.119
0.006
0.163
0.818a
0.884a
0.523
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signaled their willingness to participate in the study were identied and a mailing list
was supplied to the researchers via the electronic supermarket provider. Identied
participants were then sent a computerized self-report questionnaire package for
their completion. The package contained a questionnaire, a reply paid envelope, a
diskette containing the computerized questionnaire, a covering letter with regards to
the aim of the study, and an informed consent form that also requested permission to
access the users personal shopping data from the supermarket. Within this consent
form, it was highlighted that the data would be used for research purposes only, and
would not be made available to external agents. The behavioural indicators were
collected automatically via the registered provider of the software.
3. Results
Examination of the obtained mean scores indicated that, overall, the user group
perceived the system as easy to use (X 4:25; s.d.=0.50) and useful (X 3:96;
s.d.=0.66). In contrast, the behavioural indicator measures demonstrated large
standard deviations (see Table 2). Perceived ease of use and usefulness demonstrated
a signicant association, r245 0:35; po0:001: Table 2 presents the bivariate
correlation coefcients between perceived ease of use, usefulness with each of the
three behavioural indicators by month.
In the month the questionnaire was completed, both perceived ease of use and
usefulness statistically correlated with each of the three behavioural indicators in a
positive direction. Log-ons, Deliveries and Purchase Value increased as perceived
ease of use and usefulness increased. A similar pattern exists for the relationship
between perceived usefulness and each of the three behavioural indicators for the
next 6 months, where signicant relations were observed in all but one instance.
When considering the perceived ease of use measure, the results demonstrated that
signicant relations were generally observed with all three behavioural indicators,
but unlike the perceived usefulness measure, non-signicant relations were observed
on a number of occasions.
Based on the signicant bivariate correlation between the perceived ease of use
and usefulness, r245 0:35; po0:001; multiple regression analyses were conducted
to ascertain the combined impact of the two predictor variables against each of the
three behavioural indicators (see Table 3). As can be seen within Table 3, together
perceived ease of use and usefulness were predictive of each of the three behavioural
indicators for all of the months considered, with the exception of two occasions (logon frequency for month 3 and 6). The explained variance ranged from 0.03 through
to 0.15, over the 7-month period. Consistent with the original boundary conditions
of the model the Technology Acceptance Model was derived from, the Theory of
Reasoned Action, the attitudinal measures had the most predictive power when
considering the proximal behavioural indicators as opposed to the distal behavioural
indicators. That is, attitude (perceived ease of use and usefulness) was a better
predictor of behaviour (number of log-ons, deliveries, and purchase value) for the
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Table 2
Descriptive statistics for the average deliveries, log-ons and purchase value within each month
Month
Indicator
Mean
s.d.
Questionnaire month
Deliveries
Log-on
Purchase
209
209
209
1.19
2.85
193.78
1.42
4.45
256.87
Month 1
Deliveries
Log-on
Purchase
188
188
188
0.95
2.08
165.66
1.30
3.33
252.73
Month 2
Deliveries
Log-on
Purchase
178
178
178
0.85
1.87
155.11
1.26
2.95
243.22
Month 3
Deliveries
Log-on
Purchase
175
175
175
0.66
1.32
118.03
1.12
2.48
220.49
Month 4
Deliveries
Log-on
Purchase
172
172
172
0.54
1.05
106.17
0.95
1.97
201.72
Month 5
Deliveries
Log-on
Purchase
168
168
168
0.62
1.25
109.20
1.15
2.61
208.65
Month 6
Deliveries
Log-on
Purchase
155
155
155
0.57
1.17
106.64
1.10
2.31
203.04
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Table 3
Bivariate correlation coefcients and sample size for perceived ease of use, usefulness and the behavioural
indicators
Predictor
Survey month
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
0.12
(188)
0.21**
(188)
0.12
(177)
0.24***
(177)
0.13
(174)
0.16*
(174)
0.16*
(171)
0.19*
(171)
0.17*
(167)
0.16*
(167)
0.14
(154)
0.15
(154)
Total deliveries
Ease of use
0.25***
(208)
Usefulness
0.36***
(208)
0.14
(187)
0.26***
(187)
0.18*
(177)
0.28***
(177)
0.17*
(174)
0.19*
(174)
0.18*
(171)
0.22**
(171)
0.16*
(167)
0.21**
(167)
0.21**
(154)
0.21**
(154)
0.09
(187)
0.22**
(187)
0.17*
(177)
0.29***
(177)
0.15
(174)
0.17*
(174)
0.18*
(171)
0.19*
(171)
0.15
(167)
0.19*
(167)
0.19*
(154)
0.19*
(154)
of use) (path a). Second, the predictor (perceived ease of use) is regressed onto the
mediator (perceived usefulness) (path b). Third, the criterion (behavioural
indicators) is regressed onto the mediator (perceived usefulness) (path c). Finally,
the criterion (behavioural indicators) is regressed onto the predictor (perceived ease
of use), controlling for paths b and c (path d).
As outlined by the analysis model of Baron and Kenny (1986), this study tested the
mediation effect of perceived usefulness upon the relationship between perceived
ease of use and the indicators of behaviour for the month in which the questionnaire
was completed (see Table 5).
Examination of the multivariate results indicates that the direct relationship
between perceived ease of use and the behavioural indicators changed when in the
presence of perceived usefulness. Based on the model of analysis outlined by
Baron and Kenny (1986), the direct relationship between perceived ease of use and
total log-ons, deliveries, and purchase within the month that the questionnaire
was completed became non-signicant, in the presence of perceived usefulness (see
Table 5).
4. Discussion
The current research explored the relationship between the two predictor variables
of a prominent information technology uptake model (perceived ease of use and
perceived usefulness), and three indicators of behavioural use (log-on, deliveries,
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Table 4
Regression analysis with perceived usefulness and perceived ease of use as independent variables and the
behavioural indicators as dependent variables
Month
Indicator
R2
df
Usefulness (t)
Survey month
Log-on
Deliveries
Purchase
0.10
0.15
0.13
(2, 205)
(2, 205)
(2, 205)
11.13***
17.35***
15.53***
3.61*
4.46*
4.21*
1.60
2.07*
1.20*
Month 1
Log-on
Deliveries
Purchase
0.05
0.07
0.05
(2, 185)
(2, 184)
(2, 184)
4.49*
6.81**
4.72**
2.52*
3.11*
2.78*
0.65
0.80
0.29
Month 2
Log-on
Deliveries
Purchase
0.06
0.09
0.09
(2, 174)
(2, 174)
(2, 174)
5.62**
8.26***
8.63***
2.97*
3.24*
3.38*
0.43
1.19
1.10
Month 3
Log-on
Deliveries
Purchase
0.03
0.05
0.04
(2, 171)
(2, 171)
(2, 171)
2.88
4.41*
3.48*
1.70
1.93
1.75
1.01
1.45
1.25
Month 4
Log-on
Deliveries
Purchase
0.04
0.06
0.05
(2, 168)
(2, 168)
(2, 168)
4.11*
5.47**
4.44*
1.86
2.18*
1.81
1.40
1.15
1.60
Month 5
Log-on
Deliveries
Purchase
0.04
0.05
0.04
(2, 164)
(2, 164)
(2, 163)
3.5*
4.57*
3.61*
1.45
2.16*
1.88
1.57
1.21
1.16
Month 6
Log-on
Deliveries
Purchase
0.03
0.06
0.05
(2, 152)
(2, 151)
(2, 151)
2.47
5.18**
4.16*
1.35
1.86
1.61
1.20
1.89
1.70
Moderator
b
a
Criterion
Predictor
d
Fig. 1. Moderating relationship. The dotted line represents association between predictor and criterion,
controlling for paths b and c.
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Table 5
Series of regression analysis testing the moderation effect of perceived usefulness upon the relationship
between perceived ease of use and total log-ons per month, deliveries per month and purchase value per
month as dependent variables for the month the questionnaire was completed
Indicator
Path
R2
df
Log-on
A
B
C
D
0.03
0.13
0.08
0.09
(1,
(1,
(1,
(2,
Deliveries
A
B
C
D
0.03
0.13
0.12
0.12
Purchase
A
B
C
D
0.02
0.13
0.11
0.11
Usefulness (t)
206)
243)
206)
205)
6.51*
37.38***
18.32***
9.70***
6.11***
4.28***
3.54***
2.55*
1.04
(1,
(1,
(1,
(2,
206)
243)
206)
205)
5.51*
37.38***
27.07***
13.60***
6.11***
5.20***
4.60***
2.35*
0.47
(1,
(1,
(1,
(2,
206)
243)
206)
205)
3.94*
37.38***
24.77***
12.34***
6.11***
4.98***
4.51***
1.99*
0.15
purchase value), within a volitional setting. This is the rst of such studies to be
reported.
At the bivariate level, the data conrmed the relations largely as expected, with
both predictor variables relating to all three behavioural indicators in the month the
questionnaire was completed. These relationships also typically held over time. At
the multivariate level, the multiple regression analysis revealed that the model was
predictive of each behavioural indicator, explaining up to 15% of the variance in
deliveries, 13% in purchase value and 10% in log-on behaviour.
However, the multiple regression analysis also highlighted that in the presence of
perceived usefulness, perceived ease of use generally lacked unique impact upon the
behavioural indicators. This result is surprising as the system in question is of a
highly volitional nature, and one would expect perceived ease of use to be important
in such circumstances (e.g. Ajzen, 1988). However, these results seem to reinforce the
rather important feature that if things are not perceived as useful, people will simply
not use them. A nding that may indicate that perceived usefulness is a mediator of
the perceived ease of use associated with a system. In light of this nding, ad hoc
analysis into the potential mediation effect of perceived usefulness upon the
relationship between perceived ease of use and behaviour were conducted. The ad
hoc analysis successfully demonstrated that the direct relationship between perceived
ease of use and the indicators of behaviour (Log-on, Deliveries and Purchase)
became non-signicant in the presence of perceived usefulness.
Within the current study it appears that the contribution of perceived ease of use
to the prediction of behaviour is mediated by perceived usefulness. This proposition
is supported within Davis (1993) earlier work into the relationship between ease of
use and usefulness. Davis argues that ease of use has an impact upon usefulness, yet
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393
usefulness does have an impact upon ease of use. Therefore, the current ndings lend
further support to Davis conclusion, with the unique contribution of perceived ease
of use to the prediction of behaviour seemingly channelled through perceived
usefulness.
The relative importance of the potential mediation effect of perceived usefulness
upon perceived ease of use could be disregarded as an artifact of the measures used.
However, the conrmatory factor analysis demonstrates the independent nature of
the two measures (perceived usefulness and perceived ease of use). Perceived
usefulness and perceived ease of use were indeed tapping into two distinct constructs.
The mediation effect evident within the current study appears to be valid. Therefore,
it is recommended that future research explore further the mediating nature of
perceived usefulness upon perceived ease of use with a system.
As mentioned previously, the inability of ease of use to uniquely contribute to
actual use was surprising in light of the volitional nature of the electronic homeshopping context. However, an alternative explanation for the lack of unique
variance associated with ease of use, within the presence of usefulness may be due to
the effect of the quality of alternatives. The quality of alternatives refers to the extent
to which individuals perceive alternative services to be better (Maute and Forrester,
1993). There may not have been many alternative electronic home-shopping services
available to participants at the time of the research (e.g. low quality of alternatives).
Subsequently, usefulness was the only important characteristic of the system.
However, as perceived competition increases, more alternatives become available,
the ease with which each of these systems can be used (ease of use) may then become
more important. That is, ease of use may be a characteristic associated with
competitive edge. This proposition is supported within the work of Oliva et al. (1992)
as well as Garbarino and Johnson (1999) who demonstrated quality of alternatives
as a moderator within consumer satisfaction research. Therefore, future research
should examine the effect of ease of use in light of usefulness within different
competitive settings.
The Technology Acceptance Model model was able to account for up to 15% of
the explained variance associated with behaviour. This suggests that other key
factors have an impact upon behaviour, and still need to be addressed. When
considering the total variance explained in each of the three dependent variables, one
must consider the nature of the activity under question (use of an electronic
supermarket), and the nature of the constructs measured (system usefulness and ease
of use). The key word here is system. Other attributes associated with the home
shopping service, including the quality of produce, or the price, were not addressed
within the current research. However, it is likely that these other attributes
associated with the service have an impact upon behaviour (Oliver, 1980; Gotlieb
et al., 1994). Therefore, the explained variance reported within the current study
refers simply to the electronic commerce infrastructure offered. Future research
should consider these other elements, such as price and quality of goods.
In conclusion, the current study provides additional empirical support for the
Technology Acceptance Model and actual behaviour. Furthermore, the Technology
Acceptance Model has some validity when applied to the electronic commerce
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setting. The model itself was predictive of all three behavioural indicators, although
the total explained variance was modest. Future research should now focus on the
examining the relative impact of perceived ease of use and usefulness, in light of the
product, service and system elements associated with electronic commerce settings. It
is also recommended that future research explore the factors associated with the
possible mediation effect of usefulness upon ease of use.
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