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http://dx.doi.org/10.7737/JKORMS.2012.37.1.089

An Analysis of the Relationships between the Technology Acceptance Model and Switching Costs  

Lee, Woong-Kyu (대구대학교 경영학과)
Kwon, Jeong-Il (대구대학교 경영학과)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.37, no.1, 2012 , pp. 89-104 More about this Journal
Abstract
As the generalization of using computer and the internet, most people, who would decide the acceptance of new information technology (IT), may consider the current systems which have been used so far. The objective of this study was to analyze the relationships between technology acceptance model (TAM) and the switching costs which may incur during switching from the current system into another on. For this purpose, this study suggested the hypotheses, in which continuity cost and setup cost, two types of switching costs in IT adoption, would influence perceived usefulness and perceived ease of use respectively. Moreover, the moderation effects of system types, hedonic system and utilitarian system, on the relationships between switching costs and TAM, were also suggested as the hypotheses. In order to prove the validity of the hypotheses, two groups were surveyed. Before surveying, to the one group who were believed to be a user of 'Cyworld', a new blog service, Naver Blog, was introduced. Similarly, to another group, Google Docs was introduced. The analysis by Partial Least Square (PLS) approach showed that most hypotheses in this study were statistically supported.
Keywords
IT Acceptance; Switching Cost; Hedonic Systems; Utilitarian Systems;
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