Index of Paper Presentations for the Parallel Sessions - Academy of ...

2. LITERATURE REVIEW2.1. Competing Theoretical Models (CTMs)In literature, there are nine competing theoretical models: theory of reasoned action (TRA), technology acceptancemodel (TAM), motivational model (MM), theory of planned behavior (TPB), decomposed theory of plannedbehavior (DTPB), model of PC utilization (MPCU), innovation diffusion theory (IDT), social cognitive theory(SCT), and unified theory of acceptance and use of technology (UTAUT). Proposed study has chosen four CTMsbased on following two criteria: (a)Applications: The model should be applied extensively in different context of innovation adoption; and (b)Comparison: The model should be compared with any other existing theoretical models. This resulted in four CTMsstudying adoption of innovation: TAM, TPB, DTPB, and UTAUT.TAM posits that users‘ intention of using a new technology is mediated by two beliefs, ―perceived usefulness‖ and―perceived ease of use‖. Perceived usefulness refers to the extent to which an individual believes that the use of newtechnology will be helpful in improving his/her job performance. It comes from the definition of the word ―useful‖which means ―having a useful function‖. Perceived ease of use refers to the extent to which an individual believesthat the use of new technology is free of effort. It comes from the definition of the word ―ease‖ which means―freedom from difficulty or hardship or effort‖. In the course of its development, TAM has received extensiveempirical support through its applications in different technology contexts (Guriting and Ndubisi 2006; Lee et al.2007; Amin et al. 2008), comparisons with other competing theoretical models (Davis et al. 1989; Mathieson 1991;Taylor and Todd 1995; Venkatesh et al. 2003), and extensions (Venkatesh and Davis 2000; Gafen et al. 2003;Pikakarainen et al. 2004; Venkatesh andBala 2008). Given the extensive empirical support for TAM, it will be intriguing to see if their findings can beconfirmed in the digital natives‘ use of e-services also.TPB is one of the predictive persuasion theories that link between the attitude towards the behaviour and behavioralintention of an individual. TPB talks about the ‗perceived behavioral control (PBC)‘, a conviction that one thinksthat he/she has control over internal as well as external factors that may facilitate or impede action that will leaddesired goal. TPB posits that in addition to attitude and subjective norm, PBC also have a significant impact on bothbehavioral intention and actual behaviour of an individual. Though several researchers have argued that, as opposedto TAM, TPB is better model to explain individual behavior (Ajzen, 1988). ). In IT literature, the effect of PBC onintention has mixed findings. In a direct test, Mathieson (1991) found that PBC did not have a significantrelationship with behavioral intention, though it did not provide substantial explanatory power.Several studies examining indirect effect of PBC have shown significant findings (Moore and Benbasat, 1993;Hartwick and Barki, 1994).Taylor and Todd (1995) have decomposed the predictors of TPB into various sub-components. They decomposedattitude into perceived ease of use, perceived usefulness and compatibility; subjective norms into peer influence andsuperior influence; and control beliefs into self-efficacy and facilitating conditions. Because it incorporatesadditional factors, such as the influence of significant others, perceived ability and control that are not present inTAM, but have been shown to be important determinants of behavior (Ajzen 1991), it should provide a morecomplete understanding of usage.In 2003, Venkatesh and his colleagues (2003) proposed UTAUT after reviewing 8 innovation adoption theories. TheUTAUT model has been empirically tested with 70% of dependent variable variance accounted for, much higherthan that of TAM and TPB. In model, the factors affecting behavioral intention include performance expectancy,effort expectancy, social influence, and facilitating conditions. Although UTAUT provides great promise to enhanceour understanding for technology acceptance, the initial UTUAT study focused on large organizations. In addition,the scales used in UTAUT model are new as they are in combination of a number of prior scales, and therefore, thesuitability of these scales needs to be further tested. In UTAUT model, performance expectancy and effort