| dc.description.abstract | The purposes of this research were to compare levels of technology acceptance and
usage behavior of mobile application between Joox and Spotify; and to determine factors
affecting level of technology acceptance and usage behavior of mobile application Joox and
Spotify. Conceptual framework was based on Theory of reasoned Action, Technology
Acceptance Model, Innovation Diffusion Theory and Network Externality.
Stratified random sampling technique was applied to select 609 application users to
answer self-reported questionnaire. Data were analyzed by Linear Regression model analysis.
Research findings revealed that levels of technology acceptance and usage behavior of
Joox application were significantly higher than those of Spotify; and factors that significantly
affected level of technology acceptance and usage behavior of Joox and Spotify applications
consisted of Perceived Number of Peers, Perceived Number of Cross Platform, Perceived
Complement, Perceived Ease of Use, Perceived Usefulness, Perceived Security, Attitude
towards Technology, Descriptive Norm, Injunctive Norm, Subjective Norm, Behavior Intention. | en_US |
