| dc.description.abstract | The purposes of this research were to compare levels of technology acceptance
using A and B applications; and to determine factors affecting behavior of using A and B
applications. Conceptual framework was based on Technology Acceptance Model (TAM)
and network externality concept.
Stratified random sampling technique was applied to select 419 application
users to answer self-reported questionnaire. Data were analyzed by bivariate analysis
and Linear Regression model analysis.
Research findings revealed that levels of technology acceptance of using A
application were significantly higher than those of B application; and factors that
significantly affected behavior of using A and B applications consisted of Perceived
Number of Peers, Perceived Number of Cross Platforms, Perceived Complementarity,
Perceived Ease of Use, Perceived Usefulness, Perceived Security, Attitude toward
Technology, Descriptive Norm, Injunctive Norm, Subjective Norm, Behavior Intention,
and Usage Behavior. These results implied that user have similar opinions about the
relationship of each factor. There may be different coefficient relationships between the
two applications. Analysis shows that users of A and B applications do not have
different opinions. | en_US |
