Interacting effect of conformity and critical mass in technology acceptance: a conceptual model Online publication date: Sat, 27-Sep-2014
by Abdou Illia, Assion Lawson-Body, Simon Lee, Marie-Christine Roy
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 5, No. 2, 2011
Abstract: This paper explores the interacting effect of motivation to comply on the relationship between subjective norms and perceived usefulness of smartphones, as an example of interactive technologies. It also explores the interacting effect of the mass of users (in the user's social and organisational context) on the relationship between perceived usefulness and actual usage of smartphones. Based on a thorough review of both the IS and the social psychology literatures, the paper proposes a conceptual model for assessing the interacting effect of motivation to comply and mass of users in IT acceptance along with eight research propositions. Theoretical and practical implications of the proposed model are discussed, which include how the significance of the interacting effects of motivation to comply and mass of users may help shape mobile service providers' marketing strategies.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Customer Relationship Management (IJECRM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com