Identification of factors affecting the e-service adoption: an empirical investigation /

Çetin Kaya, Yasemin
E-service usage has become widespread and constitutes a significant place in the daily life of people. Despite the diversity of benefits offered by e-service, adoption problems cause reduced exploitation of e-services. In this regard, in order to extend the use of e-services it has become essential to determine the needs and expectations of users. The aim of this study is to develop and validate an e-service adoption model that comprises determinants of behavioral, normative and control belief structures. Actual users collaborated to the process of factor determination, and domain experts grouped each factor under the related belief types. The involvement of actual users and experts helped to obtain precise and efficient results. The proposed research model was validated with the partial least squares method based on 217 e-service users’ data. Then, semi-structured interviews were conducted to confirm and comprehend the findings of the quantitative study. In addition, actual usage data were examined and compared with the findings of the task and interview analyses. The results show that affective factors (perceived enjoyment and value to incentive), functional factors (expected benefit and perceived usability), technological factors (perceived device mobility and perceived ubiquity) and perceived behavioral control have a significant effect on the intention to use e-services. Moreover, the intention to use e-services is found to be an essential driver of the e-service usage. The findings provide useful recommendations for the development of the application and the policymaking that are customer-oriented and e-service based.


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Citation Formats
Y. Çetin Kaya, “Identification of factors affecting the e-service adoption: an empirical investigation /,” Ph.D. - Doctoral Program, Middle East Technical University, 2014.