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 contributionpeer-review

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 PublicationUnited States
PublisherAssociation for Information Systems
Pages1-17
Number of pages17
Publication statusPublished - 2015
EventPacific Asia Conference on Information Systems 2015 - Marina Bay Sands, Marina Bay Sands, Singapore
Duration: 5 Jul 20159 Jul 2015
http://pacis2015.comp.nus.edu.sg/ (Conference website)

Publication series

NamePacific Asia Conference on Information Systems (PACIS)
PublisherAssociation for Information Systems
ISSN (Print)2689-6354

Conference

ConferencePacific Asia Conference on Information Systems 2015
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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