| dc.description.abstract | The purposes of this research were to compare levels of technology acceptance
using application A and B and to determine factors affecting behavior of using application
A and B. Conceptual framework was based on Technology Acceptance Model (TAM) and
network externality concept.
Stratified random sampling technique was applied to select 460 application users
to answer self-reported questionnaire. Data were analyzed by bivariate analysis and Linear
Regression model analysis.
Research findings revealed that the levels of technology acceptance in the use of
application A were higher than those of the application B with statistical significance; and
the influencing factors of the usage behaviors of the applications with statistical
significance included perceived number of peers, perceived number of cross platform,
perceived complementarity, perceived ease of use, perceived usefulness, perceived
security, attitude towards technology, descriptive norm, injunctive norm, subjective norm,
behavior intention and usage behavior. The results implicate that the technology
acceptance in the use of the applications was influenced by perceived ease of use and
perceived number of peers. | en_US |
