We investigate the factors influencing the intention to use of mobile value added services in the Pacific island of Fiji. Technology adoption literature suggests that perceived usefulness and perceived ease of use influence intention to adopt new technology. However, behavioral research suggests that intention to adopt is influenced by social norms. We investigate the impact of these three constructs on behavioral intention to use mobile value added services in Fiji – a country which has some unique characteristics such as the culture of ‘sharing’ and ‘reciprocity’. We surveyed 74 women micro entrepreneurs and found that the predominant driver of intention to adopt of technology in collectivist societies such as Fiji is social influence. It was found that social influence also impacts perceived usefulness and perceived ease of use and through these the intention to adopt. Accordingly, in societies such as Fiji, policy makers and industry need to engage social organizations/networks for advancement of technology adoption.
|Title of host publication||PACIS 2015 Proceedings|
|Editors||Atreyi Kankanhalli, Andrew Burton Jones, Thompson Teo|
|Place of Publication||Online|
|Publisher||Association for Information Systems|
|Number of pages||17|
|Publication status||Published - 2015|
|Event||Pacific Asia Conference on Information Systems (PACIS) - Marina Bay Sands, Marina Bay Sands, Singapore|
Duration: 5 Jul 2015 → 9 Jul 2015
http://pacis2015.comp.nus.edu.sg/ (Conference website)
|Conference||Pacific Asia Conference on Information Systems (PACIS)|
|Abbreviated title||PACIS 2015|
|City||Marina Bay Sands|
|Period||5/07/15 → 9/07/15|
|Other||The 19th Pacific Asia Conference on Information Systems (PACIS 2015) will be held at Singapore, after the successful series of PACIS since 1993. PACIS provides a forum for researchers and practitioners working on all aspects of Information Systems. The prime purpose of the PACIS is to enable regional and international Information Systems researchers and practitioners to meet in an annual forum that maximizes the opportunity for quality information exchange|
SATHYE, M., Prasad, B., SHARMA, D., Sharma, P., & SATHYE, S. (2015). Determinants of Intention to Use Mobile Value Added Services: The Case of Women-Owned Micro Enterprises in Fiji. In A. Kankanhalli, A. B. Jones, & T. Teo (Eds.), PACIS 2015 Proceedings (pp. 1-17). Online: Association for Information Systems.