4.Technology Acceptance Model

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The proceedings of The International Seminar, Indonesia-Malaysia, The Role of Harmonization of Economicsand Business iscipline in !lo"al #ompetiti$eness, Banda %ceh, Indonesia &'-&(th )cto"er *++*

TECHNOLOGY ACCEPTANCE MODEL:

IS IT APPLICABLE TO USERS AND NON USERS OF INTERNET BANKING

T. Ramayah

Chairman, O!ra"i#n$ Mana%!m!n"

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O$man M#hama;

Chairman, Mar=!"in% Mana%!m!n"

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ABSTRACT

Technology %cceptance Model T%M has "een used e.tensi$ely in research

that loo/s at the acceptance of ne0 technology a$is, &1213 4en/atesh,

&1156 This paper loo/s at the applica"ility of T%M in predicting intention to

use internet "an/ing among current users and future users6 7e "egin 0ith the

argument that the T%M model is more applica"le in predicting intention to use

adoption and usage for users than non users of a particular technological

inno$ation6 % sur$ey of &2+ "an/ customers 8sers9&:5 and ;on users9''

sho0ed that 0hen "oth the groups 0ere used in the analysis, a"out *'6&< of

the $ariation in the intention to use can "e e.plained "y percei$ed usefulnessand percei$ed ease of use6 7hen the sample 0as split and analyzed separately,

:1< of the $ariation in intentions among users can "e e.plained 0hereas only

(6*< of the $ariation in intentions among non-users can "e e.plained "y

percei$ed ease of use and percei$ed usefulness6 This lends support for our

argument that the T%M model is more useful in predicting intention to use

among users than non users6 The research also confirmed the importance of

percei$ed usefulness 0hich has "een found to "e a significant predictor in

most technology acceptance research 0ith percei$ed ease of use sho0ing no

significant effect on intention to use6 Implications are further discussed6
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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INTRODUCTION

7hile it is difficult to directly measure IT contri"ution "ecause of its hidden and intangi"le

"enefits En Mao = >al$ia, *++&, researchers ha$e de$eloped other measures, such as

technology acceptance, 0hich directly relates to IT usage6 It is therefore important for the

implementers to fully understand the determinants of IT acceptance as they need to planeffecti$ely for it6

Technology %cceptance Model T%M a$is, &1213 a$is, Bagozzi = 7arsha0, &121

deri$ed from the Theory of Reasoned %ction TR% ?ish"ein = %@zen, &1A( offers a

po0erful e.planation for user acceptance and usage "aha$iour of information technology6

T%M is one of the most influential models 0idely used in the studies of the determinant of

ISIT acceptance6 Many pre$ious studies ha$e adopted and e.panded this model 0hich 0as

empirically pro$en to ha$e high $alidity #hau, &1153 a$is, &1213 Mathieson, &11&3 %dams,

;elson = Todd, &11*3 Segars = !ro$er, &11:3 Ig"aria, &11*, &11(3 Ig"aria, Cinatelli, #ragg

= #a$aye, &11A3 Dantan, Ramayah = #hin, *++&3 oay, *++*, Ramayah, Siron, ahlan =Mohamad, *++*6

?igure &F Technology %cceptance Model

T%M theorizes that an indi$idualGs "eha$ioral intention to adopt a system is determined "y

t0o "eliefs, percei$ed usefulness and percei$ed ease of use6 >ercei$ed usefulness is defined

as the degree to 0hich an indi$idual "elie$es that using a particular system 0ould enhance

his or her producti$ity 0hile percei$ed ease of use is defined as the degree an indi$idual

"elie$es that using a particular system 0ould "e free of effort a$is, &1216 Bet0een these

t0o, percei$ed ease of use has a direct effect on "oth percei$ed usefulness and technology

usage %dams et al6, &11*3 a$is, &1216

a$is &121 has also found that there is a relationship "et0een usersG "eliefs a"out a

technologyGs usefulness and the attitude and the intention to use the technology6 Ho0e$er,

percei$ed usefulness e.hi"its stronger and more consistent relationship 0ith usage than did

other $aria"les reported in the literature6 In addition, an indi$idual may adopt a technology if

he or she percei$es it as con$enient, useful and socially desira"le e$en though they do not

en@oy using the technology Saga = Cmud, &11'6 Thus, there might "e a possi"ility of a

direct relationship "et0een "eliefs and intentions6

Su"seuent research "y 4en/atesh &115 refined the T%M suggesting that the mediating

effect of attitude could "e e.cluded as empirical e$idence found that the attitude element didnot fully mediate the effect of percei$ed usefulness on intention to use6

>ercei$ed

8sefulness

%ttitudes

To0ards 8se

Intention

To 8se

>ercei$ed

Ease of 8se

E.ternal

4aria"les

%ctual

System

8sage


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?igure *F Refined Technology %cceptance Model Refined T%M

In Malaysia, the refined T%M model 0as used "y Dantan, Ramayah = #hin *++& to study

the $arious factors influencing personal computer acceptance "y small and medium sized

companies6 Basyir *+++ replicated T%M model to study the $arious factors associated 0ithacceptance of Internet shopping "eha$ior6 ?o/ *++& adopted T%M that e.plicitly

incorporates self-efficacy and its determinants as factors that affect percei$ed ease of use,

percei$ed usefulness and the use of the Internet6 7ong *++& e.tended the refined T%M into

e.amining the impact of e.trinsic and intrinsic moti$ational factors in influencing

indi$idualGs acceptance of Internet @o" search6 )n the other hand oay *++* used the T%M

model to measure recepti$eness of E-"an/ing "y Malaysian consumers6 Ramayah et al6 used

the "asic T%M model to predict technology usage amongst SME o0nersmanagers "y

including three demographic $aria"les such as age, education le$el and gender as predictors6

7hile there are some con$ergent results from the IT acceptance research, the effects of some

determinants remain de"ata"le6 7hile most researchers ha$e found percei$ed usefulness to"e a /ey determinant in IT acceptance, there has "een mi.ed results for the percei$ed ease of

use construct6 This is particularly e$idenced in the researches of %dams et al6 &11*, Hu et

al6 &111, Ig"aria et al6 &11( and ;du"isi et al6 *++&6

%lthough the T%M literature re$eals that certain inconsistencies e.ist "ut they are rarely dealt

0ith clearly En Mao = >al$ia, *++&6 So this research del$es into one of the many

inconsistencies 0hich may "e e.plored to enrich the literature in the T%M research6

Therefore this study aims to test the applica"ility of T%M in predicting intention to use

internet "an/ing among current users and future users6 7e "egin 0ith the argument that the

T%M model is more applica"le in predicting intention to use adoption and usage for usersthan non users of a particular technological inno$ation6 This study attempts to ans0er the

follo0ing uestionsF & 7hat is the impact of percei$ed ease of use on intention to use

internet "an/ingJ * 7hat is the impact of percei$ed usefulness on intention to use internet

"an/ing6 : Is T%M more applica"le in predicting the intention to use among users or non

users of internet "an/ing6

>ercei$ed

8sefulness

IntentionTo 8se

>ercei$ed

Ease of 8se

E.ternal4aria"les

%ctualSystem

8sage


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RESEARCH MODEL

?or the purpose of our research 0e ha$e used the T%M model a$is, &121 minus the

e.ternal $aria"les6 The research model is as sho0n in ?igure :6 The reason 0hy 0e stopped at

intention to use and e.clude the actual usage is "ecause the Internet "an/ing is a ne0

phenomenon in Malaysia 0hich has not caught on 0ith the "an/ customers6 7arsha0 anda$is &12( defined intention as the degree to 0hich a person has formulated conscious plan

to perform or not to perform some specified future "eha$ior6

?igure :F Research Model

METHODOLOGY

% uestionnaire 0as used to gather the information reuired for the study6 The uestionnaire

elicited information a"out demographic, percei$ed usefulness, percei$ed ease of use and

intention to use6

The uestionnaire 0as de$eloped "ased on researches conducted "y a$is, Bagozzi and

7arsha0 &121, Basyir *+++, ;du"isi et al6 *++& and >olatoglu et al6 *++&6 The

#ron"ach alpha o"tained for the t0o measures 0ere +6A+ for percei$ed usefulness and +651

for percei$ed ease of use6 The intention to use measure 0as adopted from a$is et al6 &1216

Respondents 0ere as/ed to rate their opinion using a (-point Ki/ert scale ranging from

&9Strongly disagree, *9isagree, :9;either disagree nor disagree, '9%gree and (9Stronglyagree, for percei$ed ease of use and percei$ed usefulness6 Luestions measuring intention to

use Internet "an/ing used a (-point Ki/ert scale ranging from &94ery 8nli/ely, *98nli/ely,

:9;either unli/ely nor li/ely, '9Ki/ely and (94ery Ki/ely6

% factor analysis 0ith $arima. rotation 0as performed to $alidate 0hether the respondents

percei$ed the t0o constructs of percei$ed ease of use and percei$ed usefulness to "e distinct

from each other6 The results sho0ed a t0o factor solution 0ith eigen$alues greater than &6+

and the total $ariance e.plained of 5+61*ercei$ed

8sefulness

Intention

to 8se

>ercei$ed

Ease of 8se


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These results confirm that each of these constructs is unidimensional and factorially distinct

and that all items used to measure a particular construct loaded on a single factor6

Ta"le &F Result of ?actor %nalysis

Items ?actor & ?actor *

>E8&

>E8*

>E8:

>E8'

>8&

>8*

*.0*8

*.--2

*.3+

*./90

+6&2A

+6+1(

+6+&*

+6:&(

+6:+1

+6+A+

*.0+

*.0/

Eigen$alue

>ercentage $ariance

#ron"ach %lpha

Mean

Standard de$iation

*6(*'

::6':

+651

:6(&

+6(*

&6&:&

*A6'1

+6A+

:62'

+65'

> * items from >ercei$ed 8sefulness 0ere dropped due to lo0 anti image correlation

Sam'in% an; Pr#(i'!

% con$enience sampling method 0as used, since it is against the Ban/ing %nd ?inancial

Institution %ct B%?I% to o"tain a list of "an/ customers and contact num"ers and addressesfrom financial institutions, telephone inter$ie0s cannot "e implemented6 In order to ensure a

"etter response rate and co-operation from potential respondents, mail drop sur$ey might not

"e suita"le as the response rate might "e lo06 The uestionnaire 0as distri"uted to selected

respondents of different "an/s, and the researcher collected the uestionnaires directly from

the respondents6 % total of &1' uestionnaires 0ere collected out of the total *:+

uestionnaires distri"uted6 There 0ere &' incomplete uestionnaires that 0ere discarded6

Therefore, only &2+ uestionnaires 0ere used for data analysis, there"y gi$ing a response rate

of A26*5


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Ta"le *F >rofile of respondents

D!m#%rahi& Fr!?5!n&y P!r&!n"a%!

!ender Male 2( 'A6*

?emale 1( (*62

%ge *+ years ( *62

*&-:+ years 15 (:6:

:&-'+ years (A :&6A

'&-(+ years &A 16'

N (+ years ( *62

Education le$el Master egree *' &:6:

Bachelor egree 1+ (+6+

iploma :+ &56A

High School or lo0er :5 *+6+

Total >ersonal

Income >er %nnum

Student 8nemployed A :61

RM &+,+++ 1 (6+

RM &+,+++-RM *',111 'A *56&

RM *(,+++-RM '1,111 A+ :261

RM (+,+++-RM A',111 *( &:61

RM A(,+++-RM 11,111 &' A62

RM &++,+++-RM &'1,111 5 :6:

N RM &(+,+++ * &6&

Total ?amily

Income >er %nnum

RM &+,+++ 2 '6(

RM &+,+++-RM *',111 A :61

RM *(,+++-RM '1,111 '5 *(65

RM (+,+++-RM A',111 (+ *A61

RM A(,+++-RM 11,111 *A &(6&

RM &++,+++-RM &*',111 *: &*62

RM &*(,+++-RM &'1,111 A :61

RM &(+,+++-RM &11,111 5 :6'

N RM *++,+++ ( *62

>osition E.ecuti$e Top Management :1 *&6AMiddle Management (5 :&6&

Super$isory *& &&6A

%dministrati$e #lerical ** &*6*

Technical *& &&6A

)thers *& &&6A

Marital Status Single 1( (*62

Married 2: '56&

i$orced * &6&


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Ta"le :F ?reuency of Internet 8sage

@aria'! Fr!?5!n&y P!r&!n"a%!

Internet or

#omputer %ccess

Oes &AA 126:

;o : &6A

Internet E.perience Oes &A' 156A

;o 5 :6:

uration use

Internet or

#omputer

5 months 2 '6(

+6(- & year A :61

&-* years &A 16(

N * years &'A 2*6&

?reuency of use )nly once "efore * &6&

?e0 time "efore 5 :6'?e0 time a month &* 56A

)nce a month + +

)nce a 0ee/ ' *6*

?e0 times a 0ee/ (+ *A61

E$eryday &+( (26A

Ta"le 'F ?reuency of Internet Ban/ing 8sage

@aria'! Fr!?5!n&y P!r&!n"a%!

no0 Internet

Ban/ing 0e"sites

Oes &:1 AA6A

;o '+ **6:

Internet Ban/ing

E.perience

Oes '' *'6'

;o &:5 A(65

?reuency of use )nly once "efore ( &&6'

?e0 time "efore &: *16(

)nce a month 5 &:65

?e0 times a month &: *16(

)nce a 0ee/ ' 16&

?e0 times a 0ee/ : 562

Hierarchical regression 0as used to test the hypotheses6 7e used a t0o step hierarchical

regression 0here percei$ed ease of use 0as entered in the first step6 >ercei$ed usefulness 0as

entered in the second step to see the additional $ariance e.plained in addition to that

e.plained "y percei$ed ease of use6 7e performed three separate hierarchical regression, first

on "oth the users and non users com"ined aggregate , second only for the current users

users and third for current non-users non-users6 The ad@usted R*0ill "e used to see if there

are differences in the $ariation e.plained "et0een the three models6

Ta"le ( presents the result of the hierarchical regression6 %s can "e seen from Ta"le (, thead@usted R*for "oth the groups com"ined aggregate sho0s a $alue of +6*', 0hereas for the


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northern region of Malayisa only and may not represent the 0hole population6 The third

limitation is that although the $aria"les that 0e ha$e for0arded may e.plain the $ariation in

intention to use, there are other $aria"les that may also influence intention to use that ha$e

"een left out such as self efficacy Bandura, &1AA, &12*, &1253 !ist, &12A3 !ist = Mitchell,

&11* and e.ternal $aria"les such as computer s/ills, organizational support and social

pressure #hang = #heung, *++&

CONCLUSION

7hile T%M is one of the most influential models used 0idely in the studies of the

determinant of ISIT acceptanceand 0hich has empirically "een pro$en to ha$e high $alidity,

it must "e used to a certain e.tent 0ith caution as 0e ha$e sho0n in this research6 7hile

many pre$ious researches ha$e used technological inno$ation 0hich ha$e "een 0idely

accepted, there is scarce research 0hich del$es into the acceptance in ne0er technologies and

inno$ations6 Ket alone separating the users and non users to study if there are differences6 ?or

future researches 0e 0ould suggest that they loo/ at this ne0 angle 0ith more zest and see ifour notion is supported, for other types of technological acceptance and inno$ations6

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>olatoglu,46 ;6, and E/in, S6 *++&6 %n Empirical In$estigation of The Tur/ish #onsumersG

%cceptance )f Internet Ban/ing Ser$ices,International (ournal of Ban4 Mar4eting,

&1 ', &(5-&5(6

Ramayah, T6, Siron, R6, ahlan, ;6, and Mohamad, )6 *++*6 Technology 8sage %mong

)0nnersManagers )f SmeGsF The Role )f emographic %nd Moti$ational 4aria"les,

The proceeings of The 6th Annual Asian1Pacific 5orum for Small Business on

7Small an Meium 'nterprises 8in4ages, 2etwor4ing an )lustering, ualaKumpur, Malaysia6

Saga, 466, = Cmud, R676 &11'6 The 2ature an eterminants of IT Acceptance,

Routini*ation an InfusionF In proceedings of the I?I> T#2 0or/ing conference on

diffusion, transfer and implementation of information technology, ;orth Holland6

Segars, %6 H6, and !ro$er, 46 &11:6 Re-e.amining percei$ed ease of use and usefulnessF %

confirmatory factor analysis, MIS Luarterly, &A&, (&A-A*(6

Sza@na, B6 &11'6 Soft0are E$aluation and #hoiceF >redicti$e 4alidation of the Technology

%cceptance Instrument6MIS Quarterly, &2:, :&1-:*'6

Teo, T6 S6 H6 *++&6 emographic and moti$ational $aria"les associated 0ith Internet usage

acti$ities, Internet Research- 'lectronic 2etwor4ing Applications an Policy, &&*,

&*(-&:A6


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Teo, T6 S6 H6, Kim, R6 O6 #6 &1116 Intrinsic and e.trinsic moti$ation in Interent usage,

%M'9A- International (ournal of Management Science,*A, *(-:A6

Thong, D6 O6 K6, = Oap, #6 S6 &11(6 #E) #haractristics, )rganisational characteristics and

Information Syatems Implementation in Small Business, %mega, *: ', '*1-''*6

4en/atesh, 46, = a$is, ?6 6 &1156 % Model of the %ntecedents of >ercei$ed Ease of 8seF

e$elopment and Test,ecision Sciences, *A :, '(&-'2&4en/atesh, 46, = Morris, M6 !6 *+++6 7hy onGt Men Stop To %s/ ?or irectionsJ !ender,

Social Influence, and Their Role in Technology %cceptance and 8sage Beha$ior,MIS

Quarterly, *'&, &&(-&:1

4en/atesh, 46, Morris, M6 !6, and %c/erman, >6 K6 *+++6 % longitudinal field in$estigation

of gender differences in indi$idual technology adoption decision-ma/ing process,

%rgani*ational Behavior an +uman ecision Processes, 2:, ::-5+6

4en/atesh, 46 *+++6 eterminants of >ercei$ed Ease of 8seF Integrating #ontrol, Intrinsic

Moti$ation, and Emotion into the Technology %cceptance Model, Information

Systems Research, &&', :'*-:5(

7ong, 6 K6 *++&6 Indi$iduals %cceptance To0ards Internet Do" Search6 MB% thesis,


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4.Technology Acceptance Model