WWW/Internet - Portal do Software Público Brasileiro

IADIS International Conference WWW/Internet 2010risk, financial risk, time risk, psychological risk, social risk and privacy risk. Performance risk refers to thepossibility of a service to malfunction and not performing as it was designed and advertised. The financialrisk refers to the potential monetary outlay associated with the initial purchase price as well as the subsequentmaintenance cost of the product and the possibility of fraud. Time risk refers to that the consumer may losetime when making a bad purchasing decision e.g. by learning how to use a product or service only to have toreplace it if it does not perform to expectations. Psychological risk refers to the potential loss of self-esteem(ego loss) from the frustration of not achieving a buying goal. Social risk refers to potential loss of status inone’s social group as a result of adopting a product or service, looking foolish or untrendy. Privacy risk refersto the potential loss of control over personal information, such as when information about you is used withoutyour knowledge or permission. At least security and privacy issues have been highlighted as barriers tomobile commerce (O’Donnell et al. 2007). Also financial risks in form of high costs, including operatingcosts and initial costs, have been highly ranked by consumers as hindrances for m-commerce in its earlystages (Anckar et al. 2003). Hereby we expect anxiety (perceived risk) to have a direct effect on intentionalbehavior. The element of social risk is already included in the determinant social influence as describedearlier and is therefore not included in Anxiety.H4: Anxiety has a significant direct effect on intentional behavior of mobile tourism services3.5 Attitude towards using Mobile TechnologyIn UTAUT Attitudes towards technology has been defines as an individual's overall affective reaction tousing a system. Attitude has been theorized as having no direct effect on intentional behavior of informationtechnology. Also in diffusion theories personal innovativeness has been argued to be a prior condition toother determinants of adoption decisions (Rogers 1995). Mobile service studies, nevertheless, argue thatattitude of mobile technology in fact may have a direct effect on the intended behavior of mobile services(Carlsson et al 2006). Herby we expect attitudes towards using mobile technology to have a direct effect onintentional behavior. We see three relevant elements of the attitude aspects: try out of mobile technology ingeneral, willingness of purchasing the latest mobile devices and curiosity towards new mobile services.H5: Attitudes towards using mobile technology has a significant direct effect on intentional behavior ofmobile tourism services3.6 Behavioral IntentionInformation technology acceptance models separate between intended use and actual use. As we are onlydemonstrating examples of mobile tourism services to the respondents, without them being able to use theservices on their own, we cannot expect the respondents to give answers based on their actual use but only ontheir intended use of similar services. Therefore we need to investigate possible determinants which effect(positively or negatively) the intended use of mobile tourism services. Nevertheless the intended use inacceptance models has a direct effect on the actual use. We see three aspects of the intended use: the intendeduse in the near future (next time visiting e.g. Åland islands), believe in future use when visiting differentplaces and the intended use compared to use of ‘traditional services’ (e.g. paper brochures and guides).Based on the literature discussion possible determinants for the intended consumer adoption of mobiletourism services are: value expectancy, effort expectancy, social influence, anxiety and attitude towardsmobile technology. The model to be tested is shown in figure 3.Value expectancyEffort expectancySocial InfluenceAnxietyAttitude towardsmobile technologyH1H2H3H4H5Intentions to use mobiletourism servicesFigure 3. Research model15