Factors influencing the intention to use of mobile value‐added services by women‐owned microenterprises in Fiji

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

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Abstract

We investigate the factors influencing the intention to use 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 3 constructs on behavioral intention to use mobile value‐added services in Fiji—a country that has some unique characteristics such as the culture of “sharing” and “reciprocity.” We surveyed 74 women microentrepreneurs and found that the predominant driver of intention to adopt 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
Pages (from-to)1-10
Number of pages10
JournalThe Electronic Journal of Information Systems in Developing Countries
Volume84
Issue number2
DOIs
Publication statusPublished - 2018

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abstract = "We investigate the factors influencing the intention to use 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 3 constructs on behavioral intention to use mobile value‐added services in Fiji—a country that has some unique characteristics such as the culture of “sharing” and “reciprocity.” We surveyed 74 women microentrepreneurs and found that the predominant driver of intention to adopt 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.",
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AU - SATHYE, Suneeta

AU - Prasad, Biman

AU - SHARMA, Dharmendra

AU - Sharma, Parmendra

AU - SATHYE, Milind

PY - 2018

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N2 - We investigate the factors influencing the intention to use 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 3 constructs on behavioral intention to use mobile value‐added services in Fiji—a country that has some unique characteristics such as the culture of “sharing” and “reciprocity.” We surveyed 74 women microentrepreneurs and found that the predominant driver of intention to adopt 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.

AB - We investigate the factors influencing the intention to use 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 3 constructs on behavioral intention to use mobile value‐added services in Fiji—a country that has some unique characteristics such as the culture of “sharing” and “reciprocity.” We surveyed 74 women microentrepreneurs and found that the predominant driver of intention to adopt 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.

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