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
2004/2/19
1
Outline

Theory of Reasoned Action

Technology Acceptance Model

Theory of Planned Behavior

Social Cognitive Theory

Expectancy Disconfirmation Theory

Expectancy-Value Theory of Achievement
Motivation
2004/2/19
2
Theory of Reasoned Action (TRA)
Perceived expectations
Motivation
to comply
of specific referent
with
these expectation.
individuals
or groups
Normative Beliefs
& Motivation to
Comply
Subjective
Norm
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.
Behavioral
Intention
Behavioral Beliefs
& Evaluation
Evaluation
Beliefs
about
of the
these
likely
consequences or other
consequences.
attributes of the behavior.
Actual
Behavior
Attitude
Toward the
Behavior
The degree to which a person has a
favorable or unfavorable evaluation or
appraisal of the behavior in question
(Fishbein and Ajzen 1975; Ajzen And Fishbein 1980)
2004/2/19
3
TRA

Two Different Kinds of Attitudes


2004/2/19
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”).
4
Technology Acceptance Model (TAM)


Technology acceptance model (TAM)
(Davis 1989; Davis et al. 1989) is
founded upon TRA
TAM adapted TRA’s belief-attitudeintention-behavior linkage to the
particular domain of user acceptance
of information technology.
2004/2/19
5
TAM
the degree to which a person believes
Attitude towards objects, system design
that using a particular system would
characteristics, user characteristics, task
enhance his oretc.
her job performance
characteristics,
Perceived
Usefulness
Attitude
Towards
Using
External
Variables
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
2004/2/19
6
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.
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7
TAM2
Experience
Voluntariness
Venkatesh & Davis 2000
Subjective
Norm
Image
Job
Relevance
Output
Quality
Result
Demonstrability
2004/2/19
Perceived
Usefulness
Intention to
Use
Perceived
Ease of Use
Usage
Behavior
TAM
8
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


2004/2/19
resources availability and
opportunities necessary for performing the
behavior.
9
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.
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10
TPB
Normative Beliefs
&
Motivation to Comply
Subjective
Norm
Behavioral Beliefs
&
Outcome Evaluation
Attitude
Toward the
Behavior
Control Beliefs
&
Perceived Facilitation
Perceived
Behavioral
Control
Intention
Behavior
Perceived
power
the
Beliefs about
the of
presence
of
refers to “people’s perception of the ease or
particular
factor or
to difficulty of performing the behavior of interest” and
factors thatcontrol
may further
facilitate
or inhibit of the it is assumed to reflect past experience as well as
hinder performance
performance
of behavior possessed resources (e.g., money, time, skills,
behavior.
cooperation of others) and opportunities
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11
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
SelfEfficacy
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Perceived
Controlability
12
TPB
Subjective
Norm
Attitude Toward
the Behavior
refers to control
refersthe
to behavior,
ease or
over
difficulty
of
or the beliefs
performing
a
about
the extent
behavior,
to
which or
confidence in
performing
the
one’s
ability
toto
behavior
is up
perform
the actorit
Intention
Behavior
Self-Efficacy
Perceived
Controllability
Perceived Behavioral Control
2004/2/19
13
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.
2004/2/19
14
Decomposed TPB
Peer
Influence
Superior’s
Influence
Subjective
Norm
Taylor & Todd 1995
Perceived
Usefulness
Ease of
Use
Attitude
Toward the
Behavior
Intention
Behavior
Compatibility
SelfEfficacy
Resource
Facilitating
Conditions
Perceived
Behavioral
Control
Technology
Facilitating
Conditions
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15
Decomposed TPB
Subjective Norm
**
0.27
Interpersonal
influence by
Influence
friends, family
members,
0.10
External
mass
media
colleagues,
Influence
reports,
expert
superiors,
and
opinions,
andAttitude Towards E-Service Usage
experienced
other
individuals
nonpersonal
Perceived
known to the
0.13*
Usefulness
information
potential
considered
by
adopter
Perceived
-0.08
individualsrisk
in is
Perceived
Risk
performing
defined as aa
behavior
consumer’s
Perceived
0.38**
Playfulness
subjective
assessment of
uncertainty andPerceived Behavioral Control
adverse
consequences
Internet Self0.09
Efficacy
of transacting
and using
Perceived
services on the
Controllability
Internet
2004/2/19
Hsu, M.H. & Chiu, C.M. 2004,
forthcoming in Behavior &
Information Technology
* p-value < 0.05
** p-value < 0.01
E-Service
Satisfaction
(R2=.69)
0.81**
0.13*
0.07
E-Service
Continuance
Intention (R2=.75)
the extent to which
the individual
perceives
that his or
refers to an
her
attention is
individual
focused
onofthe
judgment
interaction
with the
one’s capability
target
is
to use technology,
a WWW
curious
during the
application
interaction,
and
(service) within
finds
the interaction
the domain
of
intrinsically
general
enjoyable
Internet or
interesting
computing
16
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:

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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.
17
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

2004/2/19
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.
18
Extended TPB
Subjective Norm
Interpersonal
Norm
Perceived .39***
Usefulness
Social
Norm
Hsu, M.H. & Chiu, C.M. 2004,
.03 forthcoming in Decision Support
Systems
.04
Perceived
Playfulness
.19**
.52***
-.12**
Perceived
Risk
an individual’s
judgment of
efficacy across
multiple Internet
application
domains
.14**
Attitude
.11**
General
.63***
Internet SelfEfficacy
.16**
Web-Specific
Self-Efficacy
.01
*p<.05
**p<.01
***p<.001
E-Service
Usage
.24**
Perceived
Controllability
Perceived
Behavioral Control
2004/2/19
.77***
Intention
.00
an individual’s
perception of efficacy
in using a specific
WWW application
(service) within the
domain of general
Internet computing
19
Extended TPB

The path from perceived controllability to behavioral
intention and e-service usage were not significant.
A plausible explanation is that

2004/2/19
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.
20
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



2004/2/19
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.
21
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.
2004/2/19
22
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.
2004/2/19
23
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.
2004/2/19
24
Social Cognitive Theory

SCT (Bandura, 1986) explains human
behavior in terms of triadic and reciprocal
causation among behavioral, personal, and
environmental factors.
Behavior
Cognitive
and Personal
Factors
2004/2/19
Person
Environment
25
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.
2004/2/19
26
SCT


Self-efficacy refers to an individual’s belief in
his or her capability to perform certain tasks.
SCT (Bandura, 1977, 1986) posits that selfefficacy is a major determinant of




2004/2/19
choice of activities,
degree of effort,
period of persistence, and
level of performance in the face of challenging
situations.
27
SCT

The SCT (1997) also specifies four sources
of information that interact to develop selfefficacy, which in turn affects outcome
expectations and personal goal.




2004/2/19
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).
28
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.
Observing others
performing a
behavior
Behavior
Modeling
Prior
Experience
CSE is defined as an
individual judgment of
one’s capability to use a
computer
2004/2/19
the judgment of the likely
consequence a certain
behavior will produce
Outcome
H3
Expectations
Performance
Computer
Self- Efficacy
29
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.
2004/2/19
30
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
2004/2/19
31
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


2004/2/19
Repurchase Intention = F(Satisfaction)
Satisfaction = F(Expectation, Disconfirmation)
32
Expectancy Disconfirmation Theory
Disconfirmation
Expectation
Satisfaction
Attitude
Attitude
Intention
Pre-Purchase
Intention
Disconfirmation Period
Post-Purchase
Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions (Oliver 1980)
2004/2/19
33
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
2004/2/19

Positively disconfirmed (perceived performance > expectations)

Confirmed (perceived performance = expectations),

Negatively disconfirmed (perceived performance < expectations).
34
EDT
4.
Form a feeling of satisfaction or dissatisfaction based on
their disconfirmation level.



5.
2004/2/19
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.
35
Expectancy Disconfirmation Theory

Churchill and Suprenant (1982) extended the EDT
model developed by Oliver.
＋
Expectation
(t1)
－
Disconfirmation
(t2)
＋
Perceived
Performance
(t2)
＋
Satisfaction
(t2)
＋
Repurchase
intention
(t2)
＋
＋
Note: t1 = pre-consumption variable; t2 = post-consumption variable
2004/2/19
36
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
2004/2/19
Satisfaction
IS
Continuance
Intention
＋
37
EDT

Related Research

McKinney et al. (2002) developed constructs for measuring Webcustomer satisfaction in terms of information quality (IQ) and
system quality(SQ).
IQ
Expectation
IQ-Perceived
Performance
IQ
Disconfirmation
Web-IQ
Satisfaction
SQ-Perceived
Performance
Web-SQ
SQ
Disconfirmation
Web Consumer
Satisfaction
Satisfaction
SQ
Expectation
2004/2/19
38
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.
Prior
Perceived
Disconfirmation
0.90***
0.23**
0.67***
Outcome
Expectations
0.1
Satisfaction With
Prior Use
0.32***
Internet
Self-Efficacy
2004/2/19
0.55***
WWW
continuance
Intention
0.17**
39
SCT + EDT

Internet self-efficacy appeared to have
no effect on outcome expectation.

2004/2/19
This suggests that the influence of ISE on
outcome expectations will diminish to
non-significance as users gain increasing
experience with the target technology.
40
Extended EDT
Related Research:
Hsu, M.H., Chen Y.L., and Chiu, C.M. Extending the ExpectationConfirmation Model for a World-Wide-Web Continuance,
Communications of ICISA 5(2) 2003.
IQconfirmation
IQsatisfaction
0.44***
0.24***
0.49***
0.43***
0.65***
SQconfirmation
0.14*
0.18***
SQsatisfaction
WWWcontinuance
intention
0.12**
0.67***
SEQconfirmation
SEQsatisfaction
0.18**
0.14**
0.19***
Perceived
usefulness
2004/2/19
0.40***
41
Extended EDT
Related Research:
Chiu, C.M. Performance, Quality, Value and E-Service Continuance
Decisions , under preparation.
Perceived
Performance
0.82*
Performance
Disconfirmation
Perceived
Quality
0.82*
Quality
Disconfirmation
Perceived
Value
0.15*
0.34*
0.21*
Satisfaction
-0.02
0.85*
E-Service
Continuance
Intention
0.19*
0.13
0.86*
2004/2/19
Value
Disconfirmation
42
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

2004/2/19
the roles of performance disconfirmation, quality
disconfirmation, and value disconfirmation are
dominant in explaining/predicting users’
satisfaction in certain contexts.
43
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.
Interpersonal
Influence
External
Influence
.00
.14*
Disconfirmation
.84**
Attitude
R2=0.68
.43**
.52**
WWW
continuance
Intention
R2=0.69
.26**
Satisfaction
Perceived
Behavioral
Control
2004/2/19
.19*
44
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



2004/2/19
the motivation for success,
the probability of success (expectancy)
the incentive value (valence) of success
45
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


2004/2/19
expectancy for success
subjective task value.
46
Expectancy-Value Theory of Achievement
Motivation
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
Subjective Task Value
1. Attainment Value
2. Utility Value
3. Intrinsic Value
Affective Memories
4. Cost
AchievementRelated Choice
Cost:
Utility
Intrinsic
negative
value:
value
how
Attainment
value
well
(Interest):
aspects
a task
of engaging
the
relates to
(Importance):
current
enjoyment
in
the task.
andthe
as
future
well
personal
importance
goals.
individual
as
both the
gets
amount
from
of
doing
well
on
performing
of
effort thatthe
is the
task. to
activity,
needed
or succeed
the
subjective
and
the lost
interest
of
the individual has in
opportunities
the subject.
Expectancy–value model of achievement motivation (Eccles et al. 1983)
2004/2/19
47
Extended TAM (TAM + Value)
We extendis the
Purpose:
to examine
TAM by
the factors influencing
introducing
subjective
users’
e-service
task
value
to enhance
continuance intention
understanding
of an in
individual’s
e-learning
the e-learning
context.
continuance intention.
Attainment
Value
H2
H4
H6
H8
Utility
Value
Interest
H3
H1
H5
Value
Cost
Attitude
H7
H9
H13
E-Learning
Continuance
Intention
H11
Perceived
Ease of Use
H10
H12
Perceived
Usefulness
2004/2/19
Chiu, C.M. under preparation.
48
The End!
Thank You Very Much !
2004/2/19
49