Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

Users' Adoption of a Convergent Service: A Case of Interactive TV-based Auction Service (T-auction)

  • Yoo, Jae-Heung (Department of Management Science, Korea Advanced Institute of Science and Technology) ;
  • Ha, Im-Sook (Future Strategy Division, Korea Electro-technology Research Institute) ;
  • Choi, Mun-Kee (Department of Management Science, Korea Advanced Institute of Science and Technology)
  • Published : 2010.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

This paper Introduces an electronic auction service to be provided on Interactive TV (T-auction). This converged service is expected to much enhance the quality of the service to current online auction users through vivid visualization and live Interactive experience. Our study focuses on how the characteristics of the interactive TV-based shopping platform can affect users' attitudes towards the converged service. To develop our proposed research model, we extended the technology acceptance model and integrated it with a hedonic factor, or perceived enjoyment to reflect the dual characteristics of the converged system. We also adopted the variable of intermediary trust In the service as a critical mediating determinant for a successful commutations-mediated commerce. The research model was verified with an empirical study conducted on 970 Korean online auction users. Results show that both trust and perceived usefulness positively affect user adoption of the service. Trust had not only a direct effect on users' attitudes toward T-auction but also an indirect one by mediating the service quality, information quality, perceived enjoyment and ease of use. Meanwhile, the hedonic factor of T-auction contributes to increasing both the level of the intermediary's trust and its perceived usefulness. Users' enjoyment also was found to help form a positive attitude toward T-auction services. Theoretical and practical implications of this study for current e-auction service providers and potential t-auction service providers are also discussed.

Keywords

References

  1. Ahn, T., Ryu, S., and Han, I., "he impact of the online and offline features on the user acceptance of Internet shopping mall," Electronic Commerce Research and Applications, Vol. 3, 2004, pp. 405-420. https://doi.org/10.1016/j.elerap.2004.05.001
  2. Ahn, T., Ryu, S., and Han, I., "The impact of Web quality and playfulness on user acceptance of online retailing," Information and Management, Vol. 44, 2007, pp. 263-275. https://doi.org/10.1016/j.im.2006.12.008
  3. Ba, S., Whinston, A.B., and Zhang, H., "Building trust in online auction markets through an economic incentive mechanism," Decision Support Systems, Vol. 35, 2003, pp. 273-286. https://doi.org/10.1016/S0167-9236(02)00074-X
  4. Barki, H. and Hartwick, J., "Measuring user participation, user involvement, and user attitude," MIS Quarterly, Vol. 18, No. 1, 1994, pp. 59-82. https://doi.org/10.2307/249610
  5. Bhattacherjee, A., "Acceptance of e-commerce services: the case of electronic brokerages," IEEE transaction on systems, man, and cybernetics-Part A: systems and humans, Vol. 30, No. 4, 2000, pp. 411-420. https://doi.org/10.1109/3468.852435
  6. Bhattacherjee, A., "Understanding Information Systems Continuance: An Expectation-Confirmation Model," MIS Quarterly, Vol. 25, No. 3, 2001, pp. 351-370. https://doi.org/10.2307/3250921
  7. Bhattacherjee, A. and Premkumar, G., "Understanding changes in belief and attitude toward information technology usage: a theoretical model and longitudinal test," MIS Quarterly, Vol. 28, No. 2, 2004, pp. 229-254. https://doi.org/10.2307/25148634
  8. Brunner II, G.C. and Kumar, A., "Explaining consumer acceptance of handheld Internet devices," Journal of Business Research, Vol. 58, 2005, pp. 553-558. https://doi.org/10.1016/j.jbusres.2003.08.002
  9. Buhalis, D. and Licata, M.C., "The future of eTourism intermediaries," Tourism Management, Vol. 23, 2002, pp. 207-220. https://doi.org/10.1016/S0261-5177(01)00085-1
  10. Cai, S. and Jun, M., "Internet user's perceptions of online service quality: a comparison of online buyers and information searchers," Managing Service Quality, Vol. 13, No. 6, 2003, pp. 504-519. https://doi.org/10.1108/09604520310506568
  11. Chen, S.C. and Dhillon, G.S., "Interpreting dimensions of consumer trust in e-commerce," Information Technology and Management, Vol. 4, No. 2-3, 2003, pp. 303-318. https://doi.org/10.1023/A:1022962631249
  12. Chen, L., Gillenson, M.L., and Sherrell, D. L., "Consumer Acceptance of Virtual Stores: A theoretical model and critical success factors for virtual stores," ACM Sigma Database, Vol. 35, No. 2, 2004, pp. 8-31. https://doi.org/10.1145/1007965.1007968
  13. Chua, C.E.H, Wareham, J., and Robey, D., "The role of online trading communities in managing Internet auction fraud," MIS Quarterly, Vol. 31, No. 44, 2007, pp. 759-781. https://doi.org/10.2307/25148819
  14. Childers, T.L., Carr, C.L., Peck, J., and Carson,S., "Hedonic and utilitarian motivations for online retail shopping behavior," Journal of Retailing, Vol. 77, No. 4, 2002, pp. 511-535.
  15. Choi, H., Choi, M.S., Kim, J.W., and Yu, H.S., "An empirical study on the adoption of information appliances with a focus on interactive TV," Telematics and Informatics, Vol. 20, No. 2, 2003, pp. 161-183. https://doi.org/10.1016/S0736-5853(02)00024-2
  16. Clark, T.H. and Lee, H.G., "Electronic Intermediaries: Trust building and market differentiation," Proceedings of the $32^{nd}$ Hawaii International Conference on System Sciences, 1999, pp. 1-10.
  17. Davis, F.D., "Perceived usefulness, perceived ease of use and user acceptance of information technology," MIS Quarterly, Vol. 13, No. 3, 1989, pp. 319-340. https://doi.org/10.2307/249008
  18. Davis, F.D., Bagozzi, R.P., and Warshaw, P.R., "Extrinsic and intrinsic motivation to use computers in the workplace," Journal of Applied Social Psychology, Vol. 22, No. 14, 1992, pp. 1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
  19. DeLone, W.H. and McLean, E.R., "Measuring e-Commerce Success: Applying DeLone and Mclean Information Systems Success Model," International Journal of Electronic Commerce, Vol. 9, No. 1, 2004, pp. 31-47.
  20. Fishbein, M. and Ajzen, I., "Belief, attitude, intention, and behavior: an introduction to theory and research. Addison-Wesley, Boston, 1975.
  21. Gavish, B. and Tucci, C.L., "Reducing Internet auction fraud," Communications of the ACM, Vol. 51, No. 5, 2008, pp. 89-97. https://doi.org/10.1145/1342327.1342343
  22. Gefen, D. and Devine, P., "Customer loyalty to an online store: the meaning of online service quality," Proceedings of the Twenty-Second International Conference on Information Systems, 2001, pp. 613-617.
  23. Gefen, D. and Straub, D.W., "Trust and TAM in online shopping: an integrative model," MIS Quarterly, Vol. 27, No. 1, 2003, pp. 51-90. https://doi.org/10.2307/30036519
  24. Gefen, D. and Straub, D.W., "A practical guide to factorial validity using PLS-Graph: Tutorial and Annotated Example," Communications of the Association for Information Systems, VoL 16, 2005, pp. 91-109.
  25. Grabner-Krauter, S. and Kalusha, E.A., "Empirical research in on-line trust: a review and critical assessment," International Journal of Human-Computer Studies, Vol. 58, No. 6, 2003, pp. 783-812. https://doi.org/10.1016/S1071-5819(03)00043-0
  26. Ha, I., Yoon, Y., and Choi, M., "Determinants of adoption of mobile games under mobile broadband wireless access environment," Information and Management, Vol. 44, 2007, pp. 276-286. https://doi.org/10.1016/j.im.2007.01.001
  27. Haenlein, M. and Kaplan, A.M., "A beginner's guide to partial least squares analysis," Understanding statistics, Vol. 3, No. 4, 2004, pp. 283-297. https://doi.org/10.1207/s15328031us0304_4
  28. Heijden, H., "User acceptance of hedonic information systems," MIS Quarterly, Vol. 28, No. 4, 2004, pp. 695-704. https://doi.org/10.2307/25148660
  29. Hwang, Y. and Kim, D.J., "Customer self-service systems: the effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust," Decision Support Systems, Vol. 43, 2007, pp. 746-760. https://doi.org/10.1016/j.dss.2006.12.008
  30. Jarvenpaa, S.L. and Todd, P.A., "Consumer reactions to Electronic shopping on the World Wide Web," International Journal of Electronic Commerce, Vol. 1, No. 2, 1996, pp. 59-88. https://doi.org/10.1080/10864415.1996.11518283
  31. Jarvenpaa, S.L., Tractinsky, N., and Vitale, M., "Consumer trust in Internet store," Information Technology and Management, Vol. 1, No. 1-2, 2000, pp. 45-71. https://doi.org/10.1023/A:1019104520776
  32. Kim, J. and Forsythe, S., "Adoption of virtual try-on technology for online apparel shopping," Journal of Interactive Marketing, Vol. 22, No. 2, 2008, pp. 45-59. https://doi.org/10.1002/dir.20113
  33. KISA, Korea Internet White Paper, 2005 available at http://www.kisa.or.kr.
  34. Koufaris, M., "Applying the technology acceptance model and flow theory to online consumer behavior," Information Systems Research, Vol. 13, No. 2, 2002, pp. 205-233. https://doi.org/10.1287/isre.13.2.205.83
  35. Li, H., Kuo, C., and Russell, M.G., "The impact of perceived channel utilities, shopping orientations, and demographics on consumer's online buying behavior," Journal of Computer-Mediated Communication, Vol. 5, No. 2, 1999, available at http://www3.interscience.wiley.com/cgi-bin/fulltext/120837782/HTMLSTART(accessed January 6, 2009).
  36. Lu, J., Yao, J.E., and Yu, C.S., "Personal innovativeness, social influences and adoption of wireless Internet service via mobile technology," Journal of Strategic Information Systems, Vol. 14, 2005, pp. 245-268. https://doi.org/10.1016/j.jsis.2005.07.003
  37. Monsuwe, T.P., Dellaert, B.G., and Ruyter, K., "What drives consumers to shop online? A literature review," International Journal of Service Industry Management, Vol. 15, No. 1, 2004, pp. 102-121. https://doi.org/10.1108/09564230410523358
  38. National Internet Fraud Information Center, Online Auctions: 2007 Survey. http://www.fruad.org.
  39. Overby, J.W. and Lee, E.J., "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions, Journal of Business Research, Vol. 59, 2006, pp. 1160-1166. https://doi.org/10.1016/j.jbusres.2006.03.008
  40. Parasuraman, A., Zeithaml, V.A., and Berry, L.L., "SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality," Journal of Retailing, Vol. 64, No. 1, 1988, pp. 12-40.
  41. Pavlou, P.A. and Gefen, D., "Building effective online marketplace with institution-based trust," Information Systems Research, Vol. 15, No. 1, 2004, pp. 37-59. https://doi.org/10.1287/isre.1040.0015
  42. Resnick, P. and Zeckhauser, R., "Trust among strangers in Internet transactions: Empirical analysis of eBay's reputation system," The Economics of the Internet and E-Commerce, Vol. 11, 2002, pp. 127-157. https://doi.org/10.1016/S0278-0984(02)11030-3
  43. Ribbink, D., van Liljander, A.C.R., and Streukens, S., "Comfort your online customer: quality, trust, loyalty on the Internet," Managing Service Quality, Vol. 14, No. 6, 2004, pp. 446-456. https://doi.org/10.1108/09604520410569784
  44. Rotter, J.B., "Generalized expectancies for interpersonal trust," American Psychologist, Vol. 26, No. 5, 1971, pp. 443-452. https://doi.org/10.1037/h0031464
  45. Rousseau, D.M., Sitkin, S.B., Burt, R.S., and Camerer, C., "Not so different at all: a cross-discipline view of trust," Academy of Management Review, Vol. 23, No. 3, 1998, pp. 393-404. https://doi.org/10.5465/AMR.1998.926617
  46. Sandeep, K., E-Commerce Management, South-Western College Publisher, 2003.
  47. Shang, R.A., Chen, Y.C., and Shen, L., "Extrinsic versus intrinsic motivations for consumers to shop on-line," Information and Management, Vol. 42, No. 3, 2005, pp. 401-413. https://doi.org/10.1016/j.im.2004.01.009
  48. Shih, H.P., "An empirical study on predicting user acceptance of e-shopping on the Web," Information and Management, Vol. 41, 2004, pp. 351-368. https://doi.org/10.1016/S0378-7206(03)00079-X
  49. Song, J. and Zahedi, F.M., "Trust in health infomediaries," Decision Support Systems, Vol. 43, 2007, pp. 390-407. https://doi.org/10.1016/j.dss.2006.11.011
  50. Venkatesh, V. and Davis, F.D., "A theoretical extension of the technology acceptance model: four longitudinal field studies," Management Science, Vol. 46, No. 2, 2000, pp. 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  51. Vesa, J. and van Heck, E., "Factors in adopting multi-access technologies in online consumer auction markets in Finland," European Management Journal, Vol. 23, No. 2, 2005, pp. 182-194. https://doi.org/10.1016/j.emj.2005.02.007
  52. Vijayasarathy, L.R., "Predicting consumer intention to use on-line shopping: the case for an augmented technology acceptance model," Information and Management, Vol. 41, 2004, pp. 747-762. https://doi.org/10.1016/j.im.2003.08.011
  53. Yang, Z., Jun, M., and Peterson, R., "Measuring customer perceived online service quality: scale development and managerial implications," International Journal of Operations and Production Management, Vol. 24, No. 11, 2004, pp. 1149-1174. https://doi.org/10.1108/01443570410563278
  54. Yoo, Y. and Alavi. M., "Media and group cohesion: relative influences on social presence, task participation, and group consensus," MIS Quarterly, Vol. 25, No. 3, 2001, pp. 371-390. https://doi.org/10.2307/3250922
  55. Yu, J., Ha, I., Choi, M., and Rho, J., "Extending the TAM for a t-commerce," Information and Management, Vol. 42, 2005, pp. 965-976. https://doi.org/10.1016/j.im.2004.11.001