Intention to use a free voluntary service

Boonlert Watjatrakul

28 citations0/0 files storedJournal of Systems and Information Technology

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Technology Adoption and User Behaviour Innovation Diffusion and Forecasting Health, Technology, Consumer Behavior

Abstract

Purpose This empirical study aims to understand the interrelationship among the key technology adoption factors including social influence, individual existing knowledge, and individual perceptions of technology (i.e. usefulness, ease of use, and enjoyment) and their effects on individual intention to use a free voluntary service. Design/methodology/approach The survey method is employed to collect data from universities offering the free mobile messaging service. A structural equation modeling analysis technique is used to analyze data reliability and validity in the measurement model and examine causal relationships among the constructs in the structural model. Findings The results show that social influence affects individual knowledge and perceptions of the service (perceived usefulness, perceived ease of use, and perceived enjoyment) and successively influences the individual intention to use the free voluntary service. This study indicates that the intrinsic value of perceived enjoyment has a greater impact than the extrinsic value of perceived usefulness in terms of its effect on individual intention to use a free voluntary service. In addition, the effect of perceived usefulness of alternative systems should be taken into account when using perceived usefulness from the technology acceptance model to predict individual's technology adoption decisions under the free voluntary setting. Originality/value This study fills the gap in the technology adoption literatures regarding the free voluntary service adoption based on social influence, individual knowledge, and individual perceptions of technology. It assists academics to understand the drivers of technology acceptance under the free voluntary setting and provides guidance for organizations to increase users' acceptability of their free voluntary services.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 28 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2019Diffusion of Innovations 1 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1992Extrinsic and Intrinsic Motivation to Use Computers in the Workplace 1

Cited by

2016Predictors of customer loyalty in the Pakistani banking industry: a moderated-mediation study 2014Factors affecting students’ intentions to study at universities adopting the “student-as-customer” concept 2022Millennial Generation’s Islamic Banking Behavioral Intention: The Moderating Role of Profit-Loss Sharing, Perceived Financial Risk, Knowledge of Riba, and Marketing Relationship 2016The Influence of Subjective Norm on the Usage of Smartglasses 2023

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.