WWW/Internet - Portal do Software Público Brasileiro

ISBN: 978-972-8939-25-0 © 2010 IADIS4. DATA AND METHODSBased on the literature discussion item statements were developed for each determinant. In total 19 itemstatements were measured on a five point Likert scale (1 = I totally disagree and 5 = I totally agree). Negativestatements were reversed in the analysis so that all scales were comparable. The used statements are viewedin Table 1.Data was collected at Arcada University of Applied Sciences in Helsinki Finland during May 2010. Thequestionnaire was handed out in a class situation and included a brief introduction to the two example mobiletourism services; MobiTour and MobiPortal. The sample included in total 103 students, with a female studentdomination of 62,1% . The average age was 21,5 years and 38,8% use mobile Internet services at least a fewtimes a month.We used the software Smart PLS 2.0 to analyze the data. Partial Least Square (PLS) path modeling isvery well suited for analyzing small samples (Chin & Newstedt 1999). PLS is also increasingly being usedwithin several research fields such as research of consumer behavior (Hensler et al. 2009). Thereby PLS iswell motivated to use for this study. A two-stage analytical procedure was conducted to assess themeasurement model and then the structural relationships.Table 1. Statements of the determinantsDeterminants Items Item statements, scale 1 – 5Value expectancy Mobile value I would find services like MobiPortal / MobiTour useful when ‘on the move’ (when Ican’t access a stationary PC)Productivity value Using services like MobiPortal / MobiTour would save me timePleasure valueUsing services like MobiPortal / MobiTour would be funEffort expectancy Ease of use It would be easy for me to become skillful at using services like MobiPortal /MobiTourEase of adoption In my opinion services like MobiPortal / MobiTour would be easy to take into use(access / install and learn to use)Facilitating condition I wouldn’t need anyone to help me use services like MobiPortal / MobiTourSocial Influence Image / social status I feel trendy if I use services like MobiPortal / MobiTourAnxiety*Reverse scalePerformance risk I don’t trust services like MobiPortal / MobiTour to perform as it is designed andadvertizedFinancial risk 1I fear that the monetary layout (e.g. transaction costs) would be high for services likeMobiPortal / MobiTourFinancial risk 2I fear that I would need to pay without being able to use the service anywayTime riskI fear that services like MobiPortal / MobiTour would waste my timeAttitudes towardsmobiletechnologyBehavioralIntentionPsychological riskPrivacy riskMobile deviceMobile technologyMobile serviceNear futureTraditional useFuture useI believe I would be frustrated if services like MobiPortal / MobiTour do not performas promisedI’m afraid of losing control over personal information when using services likeMobiPortal / MobiTourI want my mobile phone to be the latest modelI like to try out the latest mobile technologiesI’m curious about using new mobile phone servicesI intend to use services like MobiPortal / MobiTour next time I visit e.g. the ÅlandislandI would rather use services like MobiPortal / MobiTour than traditional ones (e.g.paper brochures and guides)I believe I will use services like MobiPortal / MobiTour in the future when I visitdifferent places5. RESULTSThe results are assessed by analyzing the correlations between measures of potentially overlappingdeterminants. Therefore we calculated the average variance extracted (AVE) and the composite reliability toassess determinant reliability. AVE shared between each determinant and its measures should be greater thanthe variance shared with other determinants. All determinants expect for Anxiety showed good compositereliability (>0.7) and AVE (>0.5). The specific items should load heavier on their own determinants than theother determinants. All items of the model showed the highest loadings for their own determinant. The16