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The Operationalization and Role of Social Influence in Technology Acceptance Model  

Yang, Hee-Dong (College of Management Ewha Womans University)
Kwon, Sun-Dong (College of Business Administration Mokpo National University)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.28, no.1, 2003 , pp. 97-113 More about this Journal
Abstract
In numerous studios of Technology Acceptance Model ( TAM ), the social Influence construct has been operationalized as subjective norm. This study Proposes to stretch two construct to Include two more constructs : image and visibility. This paper also questions about the paths regarding this comprehensive construct. Due to the controversies regarding the significance of social Influence on IS usage, this study taps the possibility that social influence works as an antecedent to PU (Perceived Usefulness) and PEU ( Perceived Ease of Use) We could find the significant differences In path coefficients depending on how social Influence Is operationalzied.
Keywords
Technology Acceptance Model; Social Influence; Structural Equation Modeling;
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