Determinants of Intention to Use Mobile Value Added Services: The Case of Women-Owned Micro Enterprises in Fiji

Milind SATHYE, Biman Prasad, Dharmendra SHARMA, Parmendra Sharma, Suneeta SATHYE

    Research output: A Conference proceeding or a Chapter in BookConference contribution

    Abstract

    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.
    Original languageEnglish
    Title of host publicationPACIS 2015 Proceedings
    EditorsAtreyi Kankanhalli, Andrew Burton Jones, Thompson Teo
    Place of PublicationOnline
    PublisherAssociation for Information Systems
    Pages1-17
    Number of pages17
    Publication statusPublished - 2015
    EventPacific Asia Conference on Information Systems (PACIS) - Marina Bay Sands, Marina Bay Sands, Singapore
    Duration: 5 Jul 20159 Jul 2015
    http://pacis2015.comp.nus.edu.sg/ (Conference website)

    Conference

    ConferencePacific Asia Conference on Information Systems (PACIS)
    Abbreviated titlePACIS 2015
    CountrySingapore
    CityMarina Bay Sands
    Period5/07/159/07/15
    OtherThe 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
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    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.