1. 2004/2/191 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. 2004/2/192 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. 2004/2/193 Theory of Reasoned Action (TRA) Behavioral Beliefs & Evaluation Behavioral Intention Actual Behavior Normative Beliefs & Motivation to Comply Attitude Toward the Behavior Subjective Norm (Fishbein and Ajzen 1975; Ajzen And Fishbein 1980) 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. The degree to which a person has a favorable or unfavorable evaluation or appraisal of the behavior in question Perceived expectations of specific referent individuals or groups Motivation to comply with these expectation. Beliefs about the likely consequences or other attributes of the behavior. Evaluation of these consequences.

4. 2004/2/194 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. 2004/2/195 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. 2004/2/196 TAM Attitude Towards Using Behavioral Intention to Use System Use Perceived Ease of Use Perceived Usefulness External Variables Attitude towards objects, system design characteristics, user characteristics, task characteristics, etc. the degree to which a person believes that using a particular system would enhance his or her job performance the degree to which a person believes that using a particular system would be free of effort

7. 2004/2/197 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. 2004/2/198 TAM2 Subjective Norm Intention to Use Usage Behavior Perceived Ease of Use Perceived Usefulness Image TAM Job Relevance Output Quality Result Demonstrability ExperienceVoluntariness Venkatesh & Davis 2000

9. 2004/2/199 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. 2004/2/1910 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. 2004/2/1911 TPB Behavioral Beliefs & Outcome Evaluation Perceived Behavioral Control IntentionBehavior Normative Beliefs & Motivation to Comply Attitude Toward the Behavior Control Beliefs & Perceived Facilitation Subjective Norm 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

12. 2004/2/1912 TPB Two-Level Hierarchical Model (Ajzen 2002) PBC is the higher-order construct composing of two components: self-efficacy and controllability. Perceived Behavior Control Perceived Control- ability Perceived Self- Efficacy

13. 2004/2/1913 TPB Self-Efficacy IntentionBehavior Attitude Toward the Behavior Perceived Controllability Perceived Behavioral Control Subjective Norm refers to ease or difficulty of performing a behavior, or confidence in one ’ s ability to perform it refers to control over the behavior, or the beliefs about the extent to which performing the behavior is up to the actor

14. 2004/2/1914 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. 2004/2/1915 Decomposed TPB Taylor & Todd 1995 Perceived Behavioral Control IntentionBehavior Perceived Usefulness Attitude Toward the Behavior Subjective Norm Ease of Use Compatibility Peer Influence Superior’s Influence Self- Efficacy Resource Facilitating Conditions Technology Facilitating Conditions

16. 2004/2/1916 Perceived Playfulness External Influence Internet Self- Efficacy E-Service Satisfaction (R 2 =.69) E-Service Continuance Intention (R 2 =.75) 0.13* 0.09 0.38 ** -0.08 0.81 ** Perceived Risk Perceived Usefulness Perceived Controllability 0.07 0.10 0.13 * Perceived Behavioral Control Attitude Towards E-Service Usage Subjective Norm Interpersonal Influence 0.27 ** * p-value < 0.05 ** p-value < 0.01 Decomposed TPB Hsu, M.H. & Chiu, C.M. 2004, forthcoming in Behavior & Information Technology influence by friends, family members, colleagues, superiors, and experienced individuals known to the potential adopter mass media reports, expert opinions, and other nonpersonal information considered by individuals in performing a behavior Perceived risk is defined as a consumer ’ s subjective assessment of uncertainty and adverse consequences of transacting and using services on the Internet refers to an individual judgment of one ’ s capability to use a WWW application (service) within the domain of general Internet computing 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

17. 2004/2/1917 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. 2004/2/1918 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. 2004/2/1919 Attitude Interpersonal Norm Web-Specific Self-Efficacy Intention E-Service Usage.16**.77***.04.03.14** General Internet Self- Efficacy.39*** -.12** Social Norm Perceived Risk Perceived Playfulness Perceived Usefulness.19**.24**.11**.52*** Perceived Controllability.00.01 Perceived Behavioral Control Subjective Norm.63*** *p<.05 **p<.01 ***p<.001 Extended TPB Hsu, M.H. & Chiu, C.M. 2004, forthcoming in Decision Support Systems an individual ’ s judgment of efficacy across multiple Internet application domains an individual ’ s perception of efficacy in using a specific WWW application (service) within the domain of general Internet computing

20. 2004/2/1920 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. 2004/2/1921 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. 2004/2/1922 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. 2004/2/1923 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. 2004/2/1924 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. 2004/2/1925 Social Cognitive Theory SCT (Bandura, 1986) explains human behavior in terms of triadic and reciprocal causation among behavioral, personal, and environmental factors. Behavior EnvironmentPerson Cognitive and Personal Factors

26. 2004/2/1926 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. 2004/2/1927 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. 2004/2/1928 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. 2004/2/1929 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. Computer Self- Efficacy Behavior Modeling H3 Outcome Expectations Prior Experience Performance Observing others performing a behavior CSE is defined as an individual judgment of one ’ s capability to use a computer the judgment of the likely consequence a certain behavior will produce

30. 2004/2/1930 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. 2004/2/1931 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. 2004/2/1932 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. 2004/2/1933 Expectancy Disconfirmation Theory Disconfirmation Satisfaction Attitude Intention Expectation Attitude Intention Disconfirmation PeriodPre-PurchasePost-Purchase Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions (Oliver 1980)

34. 2004/2/1934 EDT The EDT model assumes that consumers’ degree of satisfaction is an outcome of a five-step process (Oliver 1980a). 1. Form an initial expectation. 2. Form perceptions about its performance on the salient attributes. 3. 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. 2004/2/1935 EDT 4. 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. 5. Satisfied consumers form intentions to reuse the product or service in the future, while dissatisfied users discontinue its subsequent use.

36. 2004/2/1936 Expectancy Disconfirmation Theory Churchill and Suprenant (1982) extended the EDT model developed by Oliver. Expectation (t1) Perceived Performance (t2) Disconfirmation (t2) Satisfaction (t2) Repurchase intention (t2) － ＋ ＋＋ ＋ Note: t1 = pre-consumption variable; t2 = post-consumption variable ＋ ＋

37. 2004/2/1937 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. Perceived Usefulness Confirmation Satisfaction IS Continuance Intention ＋ ＋ ＋ ＋ ＋

38. 2004/2/1938 EDT Related Research McKinney et al. (2002) developed constructs for measuring Web- customer satisfaction in terms of information quality (IQ) and system quality(SQ). Web Consumer Satisfaction IQ Expectation SQ Disconfirmation IQ Disconfirmation IQ-Perceived Performance SQ-Perceived Performance SQ Expectation Web-IQ Satisfaction Web-SQ Satisfaction

39. 2004/2/1939 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. Outcome Expectations Internet Self-Efficacy WWW continuance Intention Satisfaction With Prior Use 0.23** 0.67*** 0.32*** 0.1 0.90*** Prior Perceived Disconfirmation 0.17** 0.55***

40. 2004/2/1940 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. 2004/2/1941 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. 0.14** 0.40*** 0.19*** 0.18*** 0.49***0.43*** 0.12** 0.24*** 0.18** 0.67*** 0.65*** 0.44*** IQ- confirmation SQ- confirmation SEQ- confirmation IQ- satisfaction WWW- continuance intention 0.14* Perceived usefulness SQ- satisfaction SEQ- satisfaction

42. 2004/2/1942 Extended EDT Related Research: Chiu, C.M. Performance, Quality, Value and E-Service Continuance Decisions, under preparation. 0.82* 0.21* 0.34* 0.15* 0.85* 0.19* Satisfaction E-Service Continuance Intention Performance Disconfirmation Perceived Performance Perceived Quality Quality Disconfirmation Perceived Value Disconfirmation 0.82* -0.02 0.86* 0.13

43. 2004/2/1943 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. 2004/2/1944 EDT + TPB Related Research: Ju, Terasa. L., Chiu, C.M., and Hsu, M.H. Extending the Theory of Planned Behavior for the World Wide Web Continuance Context, under preparation. Attitude R 2 =0.68 External Influence Perceived Behavioral Control WWW continuance Intention R 2 =0.69 Satisfaction.52 **.26 **.43 **.14 *.00.84 ** Disconfirmation Interpersonal Influence.19 *

45. 2004/2/1945 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. 2004/2/1946 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. 2004/2/1947 Expectancy-Value Theory of Achievement Motivation Expectancy – value model of achievement motivation (Eccles et al. 1983) Achievement- Related Choice Expectation of Success Subjective Task Value 1. Attainment Value 2. Utility Value 3. Intrinsic Value 4. Cost 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 Affective Memories Attainment value (Importance): personal importance of doing well on the task. Utility value: how well a task relates to current and future goals. Intrinsic value (Interest): the enjoyment the individual gets from performing the activity, or the subjective interest the individual has in the subject. 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

48. 2004/2/1948 Extended TAM (TAM + Value) E-Learning Continuance Intention H2 H1 H3H4 H5 H6 H7 H8 H13 Attainment Value Perceived Ease of Use Perceived Usefulness Attitude Utility Value Interest Value Cost H9 H10 H11 H12 Chiu, C.M. under preparation. 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.

49. 2004/2/1949 The End! Thank You Very Much !