A Theoretical extension of the technology acceptance model to explain the
adoption and the usage of new digital services
Jean Philippe Galan
Professeur des Universités
Centre de Recherche en Management (CRM, UMR 5303 CNRS/UT1)
IAE – Université de Valenciennes et du Hainaut Cambrésis
Les Tertiales, rue des Cent-Têtes, 59313 Valenciennes Cedex 9
[email protected] / +33(0)5.61.63.56.79
Magali Giraud
Maître de Conférences
Centre de Recherche en Management (CRM, UMR 5303 CNRS/UT1)
IAE - Université de Toulouse 1 Capitole
2, rue du Doyen Gabriel Marty, 31042 Toulouse Cedex 9
[email protected] / +33(0)5.61.63.56.79
Lars Meyer-Waarden
Professeur des Universités
Centre de Recherche en Management (CRM, UMR 5303 CNRS/UT1)
IAE - Université de Toulouse 1 Capitole
2, rue du Doyen Gabriel Marty, 31042 Toulouse Cedex 9
[email protected] / +33(0)6.80.37.42.08
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Une Extension Théorique du "Technology Acceptance Model" pour expliquer
l'adoption et l'usage de nouveaux services digitaux
Résumé:
Cette recherche propose une extension théorique du « Technology Acceptance Model »
(TAM). Des variables complémentaires sont proposées : image sociale, auto-efficacité,
hédonisme, innovativité, respect de la vie privée, confiance. Le modèle étendu, a été testé sur
trois types de services digitaux (loisir, pédagogie, administration; N= 2205).La confiance joue
un rôle clé dans le processus d'adoption et amène plus d'impact sur l'intention d'utilisation que
la facilité d'utilisation et l'utilité perçue, quel que soit le domaine d'application (vie privée,
pédagogie ou administration). Les bénéfices hédonistes augmentent l’utilité perçue et la
facilité d’utilisation du nouveau service digital.
Mots-clés : TAM, confiance, image sociale, hédonisme, vie privée, innovativité
A Theoretical Extension of the Technology Acceptance Model to explain the adoption
and the usage of new digital services
Abstract:
This research develops a theoretical extension of the Technology Acceptance Model (TAM).
We introduce complementary variables: social image, self-efficacy, hedonism,
innovativeness, privacy concern, trust. The extended model, was tested regarding three new
digital services(leisure, pedagogy, administration; N = 2205). Trust plays a key role in the
adoption process and has even more impact on intention of use than perceived ease of use and
perceived usefulness, whatever the domain of application (leisure, pedagogy or
administration). Perceived hedonic benefits enhance perceived easiness and usefulness of
usage of the new digital service.
Keywords: TAM, Trust, social image, hedonism, privacy, innovativeness.
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A Theoretical Extension of the Technology Acceptance Model to explain the adoption
and the usage of new digital services
Introduction
New information technology (IT) adoption is a central concern of customer relationship
management, e-marketing and e-commerce. A lot of IT systems fail because users do not
adopt and use them, either because of the difficulty of use, or because of the user reluctance.
Understanding and creating the conditions under which IT systems will be embraced by the
human organization therefore remains a high-priority research issue.
Substantial theoretical and empirical progress has been made in explaining and predicting
user acceptance of IT. In particular, the Technology Acceptance Model (TAM) has become
well-established as a model for predicting IT acceptance, usage intentions and behavior via
the mediating variables perceived usefulness and perceived ease of use (Davis 1989, Davis,
Bagozzi and Warshaw, 1989). In line with a large body of research that extended the TAM
(King and He, 2006; Venkatesh & al., 2003), the first goal of the present research is to enrich
the TAM by including key determinants of perceived usefulness and ease of use that had not
been tested together, and to apply it to future digital university campus services. The second
target of this research is to highlight moderators (such as context of use of IT) of innovation
adoption processes. Previous research has shown that innovation acceptation processes
depend on system-related factors, especially on the experiential vs. utilitarian value of the
service (Nysveen, Pedersen and Thorbjornsen, 2005). This research considers the context of
use of the IT as a potential moderating variable. In fact, literature on IT focuses on several
contexts of use of IT: organizational context (Venkatesh & al., 2003), learning context (Lee,
Cheung et Chen, 2005; Wu and Gao, 2011) and private use (Nysveen & al., 2006). Contrarily
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to most researches that address these fields separately, this research investigates three
different fields simultaneously, comparing adoption processes in the context of: a) relations
between students and the administrative department of the university, b) relations between
students and the professors, and c) leisure and private life. It therefore aims at understanding
different moderating effects linked to the field of application of the IT system.
This article is structured as follows: after reviewing key concepts about the TAM, we shall
explain our conceptual framework and hypotheses. We then describe our methodology and
surveys conducted. The results shall be presented and we conclude the article with a
discussion, managerial implications and directions of future research.
1. Key concepts, conceptual framework and hypotheses
We define, in the following sections, the concepts used in our conceptual framework and then
present the hypotheses related to our core issues.
1.1. Basic TAM model
Rooted in the Theory of Reasoned Action (Ajzen and Fishbein, 1980), TAM is a framework
for predicting and explaining consumers' adoption of IT (Davis, 1989). It is a framework for
predicting and explaining consumers' adoption of information technology. It postulates that
user acceptance of a new system is determined by the users’ intention to use (IU) the system,
which is influenced by the users’ beliefs about the system’s perceived usefulness (PU) and
perceived ease of use (PEU).Both variables are influenced by external variables, such
perceived accessibility (Karahanna and Straub, 1999), social influence processes, and
cognitive instrumental processes (Venkatesh and Davis, 2000).
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1.2. Extended TAM model
Figure 2 shows our extended model. Using TAM as the starting point, our model incorporates
additional theoretical constructs spanning different aspects of social influence processes,
perceived hedonism and cognitive instrumental processes.
Figure 1.Extended TAM model
1.2.1. Social Influence Processes
Our model reflects the impact of two social forces impinging innovation adoption.
-Perceived social image (PSI)
In our research we define social image (PSI) as the degree to which use of an innovation is
perceived to enhance one's social status in one's social group (Moore and Benbasat, 1991). A
technology will be considered all the more useful as it helps persons to be consistent with a
Perceived ease of
use (PEU)
Trust (TT)
Intention to use (IU)
Perceived
usefulness (PU)
Perceived Social image (PSI)
Perceived self efficacy (PSE)
Perceived protection private
live (PPPL)
Perceived Self Congruity (PSC)
Perceived Hedonism (PH)
Innovativeness (INO)
Contexts of use of IT (leisure,
administration, pedagogy)
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groups’ norms. They may perceive that using a system will lead to improvements in their
performance indirectly due to image enhancement. We hypothesize:
H1a: PSI to others by adopting a technology is positively correlated with PU.
H1b: PU of a technology is positively correlated with IU.
- Perceived Self Congruity (PSC)
Consumers are motivated to purchase products, which are congruent with their beliefs about
themselves (Sirgy, 1982). A product perceived as congruent may be considered easier to use
and more useful as an incongruent one.
H2a :PSC is positively correlated with PEU of a technology
H2b :PSC is positively correlated with PU of a technology
1.2.2 Cognitive Instrumental Processes
We theorize three cognitive instrumental determinants affecting perceived usefulness and
usage intention: perceived ease of use, self-efficacy with the technology and perceived
hedonism of technology.
- Perceived ease of use (PEU)
In accordance with the basic TAM, our extended model retains perceived ease of use from
TAM as a direct determinant of perceived utility (PU) and an antecedent of intention to use
(IU), both directly and indirectly via its impact on perceived utility (Davis, Bagozzi and
Warshaw, 1989). We therefore hypothesize:
H3a: PEU of a technology is positively correlated with PU.
H3b: PEU of a technology is positively correlated with IU.
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- Perceived self-efficacy (PSE)
Perceived self-efficacy (PSE) is the measure of one's own competence to complete tasks and
reach goals in specific situations (Bandura, 1997). Some investigations about TAM have
confirmed the causal links between general computer self-efficacy, perceived usefulness
(Compeau and Higgins, 1995) and ease of use (Agarwal, & al. 2000; Hu & al., 2003 ;
Venkatesh and Davis, 1996). People generally avoid adopting technologies where their self-
efficacy is low, because they overestimate efforts it will require. We hypothesize:
H4a: High consumers’ PSE is positively correlated with PEU of a technology.
H4b: High consumers’ PSE is positively correlated with PU of a technology.
- Innovativeness (INO)
Innovativeness has been defined as the willingness of an individual to adopt and try out any
innovation (Rogers, 1983). Insofar innovative people are opened to new experiences and risk
taking, they are less reluctant to adopt a new technology, as they anticipate less risks and
efforts, and as they have more positive beliefs about technology use (Agarwal and Karahanna,
2000; Lewis, Agarwal and Sambamurthy, 2003). Hence, we hypothesize:
H5a: Consumers’ innovativeness is positively correlated with PEU of a technology.
H5b: Consumers’ innovativeness is positively correlated with PU of a technology.
- Perceived hedonism (PH)
One of the drawbacks of the TAM is that it does not take into account emotions as a predictor
of perceived utility toward the act of using the new technology and usage intention. Indeed,
consumer behavior theory provides evidences that utilitarian motives (economic and
functional) are not sufficient to explain consumer behavior toward a product (Chitturi,
Raghunathan and Mahajan, 2008). Hedonic motivation has been shown to influence
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technology acceptance and use very significantly, sometimes more than PU (Van der Heijden,
2004). We therefore hypothesize:
H6a: A technology PH is positively correlated with PEU.
H6b: A technology PH is positively correlated with PU.
- Perceived protection of private live (PPPL) and trust in technology (TT)
Most commercial IT systems and associated databases (e.g. Google, Facebook, e-
commercents such as Amazon.com) collect personal data associated with individual
consumers in intimate ways that can be used to tailor personalised advertisements. This can be
seen as intrusion and arouses concerns on privacy (Phelps, D’Souza and Nowak, 2001). The
adoption of IT then depends heavily on the development of trust between the provider, the
consumer and the IT systems. Perceived trust in new IT proves to be a direct antecedent of
intention to use (IU) (Sirdeshmukh, Singh and Sabol, 2002; Dimitriadis and Kyrezis, 2010)
and mediates the influence of PPPL on IU (Liu & al., 2004). We therefore hypothesize:
H7a: PPPL about a technology is positively correlated with their trust in it.
H7b: Trust in a technology is positively correlated with intention to use.
1.3 Moderating effects
Previous studies highlight some differences in processes underlying innovation adoption
depending on personal differences such as gender (Venkatesh and Morris, 2000), on the field
of application of the technology (e.g. commercial vs non-commercial system; Wu & al., 2011;
telephone banking vs internet banking; Dimitriadis and Kyrezis, 2010),or on the experiential
vs utilitarian value of the service (Nysveen & al., 2006). We therefore hypothesize that the
context of use of the innovation (administrative, pedagogy and leisure) is going to moderate
relations between the variables of the model.
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H8: The relations between the variables of TAM are moderated by the context of use of
the technology.
2. Research methodology
Our investigation based on scenario experimental methodology is carried out together with
the microprocessor firm Intel to test our extended TAM model for three new digital campus
life services that should facilitate in different contexts administrative, academic/pedagogical
and leisure activities.
Theoretical constructs are operationalized using validated items from prior research. All the
constructs are measured with multi-item Likert scales (1 = strongly disagree to 7 = strongly
agree). The TAM scales of perceived usefulness, perceived ease of use, and intention to use
are measured using items adapted from Davis (1989) and Davis, Bagozzi and Warshaw
(1989). Trust scale items are taken from Dimitriadis and Kyrezis (2010). Perceived self-
congruity items are taken from Sirgy and Su (2000). Innovativeness is measured through five
items adapted from Oliver and Bearden (1985) and Goldsmith and Hofacker (1991).
Perceived protection of private life is measured through items adapted from Jarvenpaa,
Tractinsky and Vitale (2000). Perceived self efficacy toward IT is measured through the scale
of Faurie and van de Leemput (2007). We adapt Venkatesh & al. (2012) scales to measure
perceived hedonism. Finally, PSI is measured through the scale of Sweeney and Soutar
(2001). The surveys were conducted between 2011 and 2012 on a sample of 2205
undergraduate and graduate students attending the university Toulouse (France). A structural
equation model (SEM) is employed to test the hypotheses of this research
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3. Results
During the scales validation process, we have to eliminate one item linked to the PSE scale
and one item linked to trust to improve constructs reliability. The other scales do not require
any modification. Results are satisfying concerning reliability (Cronbach's alpha and
Joreskog’ over 0,7), convergent validity (vc around or above 0,5) and discriminant validity
(vc below ²). The model has a good fit, as indicated by indices of goodness of fit (table 1).
GFI AGFI CFI RMSEA SRMR AIC
,960 ,947 ,975 ,037 ,0292 1534 (42303)
Table 1. Global fit of measurement model
Hypothesis H1 to H8aretested through a structural equation modelling analysis (figure 2).
Figure 2. Strutural equation model
This model presents a good-fit (cf. table 2).
X²/ddl GFI AGFI CFI RMSEA AIC
7,61 ,937 ,918 ,947 ,054 1934 (32304)
Table 2. Global fit of structural model
PSC
PSE
PH
INO
PPPL
PSI
PU
PEU
TT
IU
Significant relation
Non significant relation
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There is a positive and significant link (β=,111 ; p<,000) between perceived social image and
perceived usefulness, supporting hypothesis H1a. The link between perceived usefulness and
intention to use is positive and significant (β=,218 ; p<,000), confirming H1b. Perceived self-
congruity exerts an influence significant and positive on perceived usefulness (β=,118 ;
p<,000), confirming H2b, and on perceived ease of use (β=,087 ; p<,007), supporting
H2a.The links between perceived ease of use and perceived usefulness (β=,331 ; p<,000), as
well as perceived ease of use and intention to use(β=,140 ; p<,000) are positive and
significant, confirming hypotheses H3a and b. The relation between perceived self-efficacy
and perceived ease of use is positive and significant (β=,364 ; p<,000), whereas the relation
between perceived self-efficacy and perceived usefulness is non-significant (β=-0,010 ;
p<,764), confirming H4a and rejecting H4b.
Pedagogy Administration Leisure Test
Relation stand. p stand. p stand. p χ²[2] p
PSEPEU* ,424 ,343 ,000 ,325 ,220 ,000 ,290 ,230 ,000 3,789 ,150
PHPEU ,083 ,059 ,051 ,080 ,050 ,055 ,133 ,101 ,003 1,494 ,474
PSC PEU ,070 ,048 ,185 ,090 ,066 ,162 ,115 ,090 ,100 ,409 ,815
INO PEU ,165 ,137 ,009 ,155 ,132 ,007 ,248 ,227 ,000 2,127 ,345
PSEPU ,014 ,011 ,844 ,023 ,017 ,701 -,037 -,033 ,470 ,691 ,708
PH PU ,230 ,163 ,000 ,057 ,038 ,180 ,307 ,264 ,000 24,056 ,000
PSIPU ,028 ,020 ,600 ,079 ,062 ,219 ,134 ,107 ,043 1,856 ,395
PSC PU ,161 ,110 ,004 ,031 ,025 ,631 ,185 ,162 ,005 3,384 ,184
INO PU -,027 -,022 ,682 ,177 ,162 ,002 ,064 ,066 ,227 5,915 ,052
PEUPU ,384 ,381 ,000 ,310 ,334 ,000 ,235 ,265 ,000 2,956 ,228
PPPL TT ,528 ,503 ,000 ,545 ,608 ,000 ,460 ,452 ,000 5,789 ,055
TT IU ,615 ,569 ,000 ,617 ,513 ,000 ,692 ,655 ,000 6,781 ,033
PUIU ,208 ,226 ,000 ,218 ,216 ,000 ,198 ,193 ,000 ,376 ,828
PEU IU ,243 ,261 ,000 ,157 ,168 ,000 ,090 ,099 ,005 9,241 ,009
* PSI: Perc. social image PU: perc. usefulness IU: Intention to use PEU: Perc.ease of use PSE: Perc.self-efficacy
PSC:Perc. self-congruity, PH:Perc. hedonism,INO: Innovativeness PPPL: Perc.protection of private live, TT:
Trust
Table 3. Moderating effect of context
Results indicate that innovativeness influences significantly perceived ease of use (β=,159 ;
p<,000) and perceived usefulness (β=,084 ; p<,008), confirming H5a and H5b. As anticipated
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in H6a and b, perceived hedonism positively and significantly influences perceived ease of
use (β=,094 ; p<,000) and perceived usefulness (β=,153 ; p<,000). Perceived protection of
private life influences positively and significantly trust (β=,529 ; p<,000) and trust influences
positively and significantly intention to use, confirming H7a and b.
We then conduct a multi-group analysis to test the influence of the context of the digital
services (administration, pedagogy or leisure) on the extended TAM. This procedure relies on
the analysis of variations of the global fit index χ². First, we verify that measurements do not
vary across the three domains, to ensure that differences cannot be attributed to measurement
instability. We thus constrain parameters linking constructs and their measurements. We got a
difference ²(38)= 47,126 (p<,147) which ensures the absence of measurement differences.
Second, we constrain the causal relations between the latent constructs for which we
hypothesize the moderation effects and obtain a variation ²(28)=106,32 (p<,000)supporting
H8, stipulating the moderating impact of the kind of digital services offered. Nevertheless,
every relation is not affected by this moderating effect. The moderating effect is significant
(p<0,05) on the relation between perceived hedonism and perceived usefulness (²(2)=
24,056 ; p<,000), between trust and intention to use (²(2)= 6,781 ; p<,033) and on perceived
ease of use on intention to use (²(2)= 9,241 ; p<,009). Two relations are only slightly
moderated: innovativeness on perceived usefulness (²(2)= 5,915 ; p<,052) and perceived
privacy on trust (²(2)= 5,789 ; p<,055).
First, we note (cf. table 3) that the influence of perceived hedonism on perceived usefulness is
significantly lower for administrative digital services than leisure and pedagogy services.
Second, trust has a stronger influence on intention to use for digital leisure services, than for
administration and pedagogy services. Finally, the relation between perceived ease of use and
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intention to use is weaker for digital leisure services than for administrative and pedagogical
services.
4. Discussion of Results
The primary goal of this research is to enrich the TAM and compare adoption processes in an
administrative, learning and private life context. The most important result is the key role
played by trust in the IT adoption process. Trust appears to have more impact on intention of
use than perceived ease of use and perceived usefulness, whatever the domain of application.
Several additional variables indirectly affect behavioral intentions through perceived ease of
use and/or perceived utility. The model enhances the importance of perceived competences
and innovativeness in perceived ease of use. Feeling self-efficient make consumers more
confident about their ability to use new technologies. Innovators, on their side, derive a
positive stimulation from using a new product. Learning may also not be considered as a
painful effort.
The model also emphasizes a “hedonic path” to innovation acceptance. Consumers consider
an innovation all the more easy to use and useful if they feel that it gives them a hedonic
benefit. An innovative IT system or digital service can therefore create value not only through
its utilitarian benefits but also through the emotional experience associated with its use
(Novak, Hoffman and Yung,2000).
Surprisingly, social influence plays a secondary role for the adoption of all digital services.
This confirms that the role of social influence on innovation adoption remains quite
ambiguous (Lewis, Agarwal and Sambamurthy, 2003; Scheppers and Wetzel, 2007;
Venkatesh, Morris, and Davis, 2003).
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The second important finding is that psychological processes underlying innovation
acceptation were moderated by the “nature” of the services (leisure, studies, and
administrative services). Ease of use only slightly affects intention to use when the digital
service is dedicated to leisure, whereas its influence is very significant for the two utilitarian
kinds of service (administration and pedagogy). When hedonism is perceived, the influence of
ease of use on intention of use thus decrease. There is also a positive influence of perceived
hedonism on perceived usefulness. When the IT system provides hedonic value, it therefore
seems that time and efforts associated to use are perceived as less costly for consumers as
consumers derive more hedonist values.
A second main difference between “hedonic” and “utilitarian” processes appears through the
direct influence played by ease of use on intention of use. Ease of use indeed only slightly
affects intention to use when the digital service is dedicated to leisure, whereas its influence is
very significant for the two other types of service (administration and pedagogy). Consistently
given the fact that an utilitarian IT system is not chosen for hedonic purposes, time and efforts
associated to use can be considered as costs. On the contrary, in a hedonic context, consumers
derive more emotional value from the direct use of the system.
Whatever the domain of application of the IT system or service, users are conscious about the
potential risks of the intrusion of the IT in their private life. Even the hedonic benefits cannot
compensate for a lack of perceived protection of private life. However the positive influence
of trust appears to be greater in the context of new digital leisure services than for new
administrative services. This could be explained by the fact that the administrative services
concern mostly non “sensitive” information (e.g. schedules, localization of classrooms).In
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contrast, hedonist leisure services associate risks for private life as topics are more sensitive
(e.g. geolocation of individuals).
5. Managerial Implications
The most significant managerial implication of this research is that lack of trust and privacy
concerns remain the main obstacle to a widespread adoption of IT systems. Respondents do
not adopt an unsecured system, even if its use can provide hedonic and utilitarian benefits.
Security must be the central topic both in IT development and communication. Results
regarding innovation and self-confidence have implications for communication toward
experts and opinion leaders who are innovators and/or self-confident. As they experience
fewer difficulties in the use of an innovative system, managers should rely on them to
convince consumers that technologies are easy to use. Finally, the marketers of IT systems
(such as e-learning) must take into account that consumers' expectancies are not strictly
utilitarian: information IT systems will be all the more accepted if they are entertaining and
safe for their privacy.
6. Limitations and Directions of Research
This empirical research has some limitations and leaves many questions unanswered. From a
theoretical point of view, it only examines antecedents of technology acceptance. It would be
interesting to examine the impact of the variables on the "real" use of an IT system or a digital
service, with behavioral loyalty and usage indicators. Theory on technology adoption suggests
several direct links between the model variables that have not been tested in this research (e.g.
influence of perceived ease of use on perceived hedonism – Van der Heidjen, 2004; influence
of perceived ease of use on trust intentions; Gefen, Karahanna and Straub, 2003). The
methodology of the research may also induce some biases. IT systems and digital services
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were described through scenarios to respondents but not directly experienced. Ease of use was
therefore difficult to assess. In a next step, we will propose students to test real prototypes
which should provide more reliable measures and results.
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19
Appendix 1 – Reliability and construct validity
Items comm load.
PSI – Perceived Social Image (Sweeney and Soutar, 2001)
This kind of services would help me to feel acceptable PSI1 ,768 ,877 ,851
This kind of services would improve the way I am perceived PSI2 ,882 ,939 ,968
This kind of services would make a good impression on other
people
PSI3 ,827 ,909 ,859
This kind of services would give its owner social approval PSI4 ,833 913 -
,930 ,923
%V
exp.
82,753 vc ,800
PEU – Perceived Ease of Use (Davis, 1989 ; Davis and al. 1989) It would be easy for me to learn how to use this kind of services FUT1 ,715 ,845 ,863
It would be easy for me to develop skills in order to use this kind of
services
FUT2 ,817 ,904 898
It would be easy to remember how to use this kind of services FUT3 ,773 ,879 ,824
Generally, I would find easy to process … via this kind of services FUT4 ,654 ,809 -
,879 ,897
%V
exp.
73,987 vc ,743
PPPL – Perceived Protection of Private Life (Jarvenpaa and al.,
2000)
This kind of services guarantees my privacy VPT1 ,714 ,845 ,782
The existing legal and institutional framework guarantees
sufficiently the privacy of transactions via…
VPT2 ,826 ,909 ,892
Generally, I believe that personal information that is carried via this
technology is secure
VPT3 ,765 ,875 ,819
,848 ,871
%V
exp.
76,839 vc ,692
INO - Innovativeness (Godsmith and Hofacker, 1991 ; Oliver and
Bearden, 1985)
I like to try new and different things INO1 ,750 ,866 ,795
Usually, I am among the first ones to try new products INO2 ,684 ,827 ,720
I like to experiment with new ways of doing things INO3 ,741 ,861 ,788
,807 ,812
%V
exp.
72,519 vc ,591
PSE – Perceived Self Efficacy (Faurie and vand de Leemput, 2007) I feel self-confident to download on internet data I need (software, video, files…) SET1 ,555 ,745 ,771
to create a personal web page or a blog SET2 ,606 ,778 ,676
to configurate and use an internet telephone software (e.g Skype…) SET5 ,523 ,723 ,645
,786 ,741
%V
exp.
54,210 vc ,490
20
TT - Trust (Dimitriadis and Kyrezis, 2010) To organize…, I feel that I could trust this kind of services TRI1 ,901 ,949 ,911
In order to …, I feel that I could rely on this kind of services TRI2 ,901 ,949 ,904
,891 ,904
%V exp 90,140 vc ,824
IU – Intention to Use (Davis, 1989 ; Davis and al. 1989) I intend to continue using this kind of services in the future IDC1 ,812 ,901 ,896
I will always try to use this kind of servicesin my daily life IDC2 ,820 ,906 ,859
I plan to continue using this kind of servicesfrequently IDC3 ,871 ,934 ,913
,900 ,919
%V
exp.
83,474 vc ,792
PU – Perceived Usefulness (Davis, 1989 ; Davis and al. 1989) The use of this kind of services would help me to perform… faster UPP1 ,703 ,838 ,747
The use of this kind of services would help me to save money in… UPP2 ,235 ,485 -
The use of this kind of services would facilitate the delivery of… UPP3 ,776 ,881 ,838
Generally, the use of this kind of services would be useful in
performing ….
UPP4 ,745 ,863 ,853
,752 ,855
%V
exp.
61,504 vc ,663
PH – Perceived Hedonism (Venkatesh and al. 2012) Using this kind of services is fun HDO1 ,831 ,912 ,881
Using this kind of services is enjoyable HDO2 ,682 ,826 -
Using this kind of services is very entertaining HDO3 ,828 ,910 ,915
,859 ,890
%V
exp.
78,039 vc ,802
PSC – Perceived Self-congruity (Sirgy and Su, 2000) This this kind of services is consistent with how I see myself SCV ,775 ,880 ,822
This this kind of services is consistent with how I like to see myself SCI ,882 ,939 ,951
This kind de service is consistent with how I believe others see me SCS ,863 ,929 ,924
This kind of services is consistent with how I would like others to
see me
SCSI ,871 ,933 ,910
,940 ,946
%V
exp.
84,748 vc ,815
21
Appendix 2 – Discriminant validity
Scale vc
PSI – Perceived Social Image (Sweeney and Soutar, 2001) ,930 ,923 ,800
PEU – Perceived Ease of Use (Davis, 1989 ; Davis and al. 1989) ,879 ,897 ,743
PPPL – Perceived Protection of Private Life (Jarvenpaaand al.,
2000)
,848 ,871 ,692
INO - Innovativeness (Godsmith and Hofacker, 1991 ; Oliver and
Bearden, 1985)
,807 ,812 ,591
PSE – Perceived Self Efficacy (Faurie and vand de Leemput, 2007) ,786 ,741 ,490
TT - Trust (Dimitriadis and Kyrezis, 2010) ,891 ,904 ,824
IU – Intention to Use (Davis, 1989 ; Davis and al. 1989) ,900 ,919 ,792
PU – Perceived Usefulness (Davis, 1989 ; Davis and al. 1989) ,752 ,855 ,663
PH – Perceived Hedonism (Venkateshand al. 2012) ,859 ,890 ,802
PSC – Perceived Self-congruity (Sirgy and Su, 2000) ,940 ,946 ,815
PH PSI PEU PSE INO PPPL PU TT IU PSC
PH ,802 PSI ,127 ,800 PEU ,104 ,050 ,663 PSE ,034 ,019 ,062 ,490 INO ,087 ,019 ,089 ,369 ,591 PPPL ,009 ,058 ,072 ,077 ,067 ,692 PU ,034 ,004 ,190 ,206 ,168 ,044 ,743 TT ,049 ,029 ,338 ,177 ,195 ,240 ,286 ,824 IU ,071 ,051 ,303 ,184 ,225 ,192 ,240 ,578 ,792 PSC ,129 ,550 ,018 ,059 ,070 ,074 ,092 ,074 ,111 ,815