The Relative Importance of Perceived Ease of Use in IS Adoption: A ...

V. ANALYSIS AND RESULTSThe data were first analyzed using a PCA factor analysis to establishconvergent and discriminant validity. The factor analysis showed four orthogonalfactors with eigenvalues above 1.0, together accounting for 77.7% of the variation,with item communality ranging between .64 and .88. The results of the factoranalysis after a VARIMAX rotation are presented in Table 4. Loadings above .40are in shown in boldface. Overall, the factor analysis shows a simple loadingpattern with high convergent and discriminant validity. All constructs (factors) thatemerged from the factor analysis showed high Cronbach ?’s, establishing thereliability of the instrument. Intended use for purchase had a Cronbach ? of .79,intended use for inquiry .90, PU .91, and PEOU .93. These values are well withinthe thresholds suggested by Nunnally (1967). Descriptive statistics of theconstructs are also presented in Table 4.After establishing that items loaded appropriately on their expectedconstructs, the hypotheses were examined using linear regression. The linearregression results shown in Table 5 support all hypotheses. Linear regressionresults show that both PEOU and PU significantly affected intended use for inquiry(supporting H 1a and H 2a , respectively), but that only PU affected intended use forpurchase (supporting H 2b ). The analysis also shows that PEOU significantly affectsPU (supporting H 3 ). There was no significant effect of PEOU on intended use forpurchase, supporting the research proposition and H 1b . Table 6 summarizes thefindings.Journal of the Association for Information Systems 16