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

5. RESEARCH METHODOLOGYSince the objective of the study is to investigate the legacy of different CTMs in a continued usage of digital natives,longitudinal study is appropriate for the study. In this study, a three-wave panel model is applied to investigate intertemporalupdates of users‘ evaluation and self-perception theory on continued usage. Structure equation modeling isproposed to test the causal hypothesized relationships. The construct included in this study would be taken from theirrespective original studies. The measurement scales for the construct would also be adapted from the prior research.Two pre-test studies would be done. First, pre-test would be done to develop a scale to distinguish between digitalnatives and digital immigrants. Another, second, pre-test would be done to select the websites that would serve asthe context of the study. Respondents would be asked to mention websites they visit frequently for e-services likeonline shopping, e-ticket booking, online hotel room booking, online payments, etc. They would also ask to namethe some products that they have bought from these websites. The data for the main study would be collected fromactual users of these e-services.The research design of our study was based on the longitudinal studies by Venkatesh and his associates (Venkateshet al., 2000; Venkatesh, 2000; Venkatesh and Morris, 2000). At wave 1, respondents will be selected through snowballsampling. The respondents will be requested to participate and provide their e-mail address for wave 2 and wave3. To address the attrition problem in this kind of longitudinal studies, a lucky draw prize would be offered torespondents who have participated in all three waves. Initially study would try to collect more than three thousandresponses at wave 1 and expect to collect around 500 for each DN and DI at the end of wave 3.To ensure the reliability and validity of research models, 48 separate measurement models would be tested. Asshown in Table I, for each CTM, an individual measurement model as well as longitudinal measurement modelwould be evaluated at three time periods T1, T2 and T3 (Number in each cell is showing the order of measurementmodel test). Hair et al. (2010) criterion would be used to assess reliability and validity if each construct. Afterensuring reliability and validity of construct, structure equation modeling using AMOS will be used to test thehypothesized relationships.