Moghavvemi, Sedigheh (2012) The roles of propensity to use and precipitating events on IS related innovation adoption behaviour by entrepreneurs / Sedigheh Moghavvemi. PhD thesis, University of Malaya.
Abstract
The main aim of this study is to investigate entrepreneurs behavioural intention (i.e., intention to use) and use behaviour toward IS related innovation adoption. Among all these competing IS adoption models, Unified theory of acceptance and use of technology (UTAUT) has been considered as the most vigorous and prudent to assess the IS adoption behaviour by individuals. Although UTAUT is a robust and parsimonious theory, and many prior studies in IS adoption behaviour have validated and confirmed UTAUT in different contexts, there are still criticism to the theory, specifically to the predictive ability of behavioural intention to predict use behaviour. To address this gap between behavioural intention and use behaviour in UTAUT and to improve UTAUT, this study extensively synthesise related literature in other disciplines such as entrepreneurship. Research in the entrepreneurship context has identified precipitating events as a promising factor to overcome such limitations of UTAUT. Therefore, prominent behavioural intention model in IS discipline, that is UTAUT, and Entrepreneurial Potential Model (EPM) in entrepreneurship area are reviewed, analysed, synthesised to understand the human planned behavioural intention and use. To achieve this aim, this study decomposes and integrates the UTAUT and the EPM to capture different factors of technological, individual, and environmental of IS adoption behaviour by entrepreneurs. The integrative UTAUT-EPM model measures the characteristics of technological factors, perceptions of individual factors and the availability of the environmental factors. Further, the integrative UTAUT-EPM model also measures the effect of propensity to use and precipitating events that may have greater impacts on intention to use towards use behaviour. The precipitating events construct capture the effect of external factors that can potentially impede or facilitate the performance of behaviour and influence IS innovation adoption by entrepreneurs in Malaysia. Hence, the integrative UTAUT-EPM model has six (6) core determinants of intention to use and use behaviour; (1) perceived desirability, (2) perceived feasibility, (3) performance expectancy, (4) effort expectancy, (5) social influence, and (6) facilitating conditions, along with four moderators gender, age, precipitating events and propensity to use. Longitudinal survey research was conducted to collect data from 329 entrepreneurs who involved in varied spectrum of Malaysian industries. This study employs structural equation modeling to validate and confirm the integrative UTAUT-EPM model. Findings indicate that perceived desirability, perceived feasibility and performance expectancy have significant positives influence on intention to use IS related innovation with perceived desirability being the strongest determinant towards intention to use IS related innovation by entrepreneurs. The integrative UTAUT-EPM model outperforms UTAUT with 77.4% of the variances explained in intention to use and 54.2% of variances explained in use behaviour. The findings confirm the moderating effects of propensity to use and precipitating factors in the integrative UTAUT-EPM model. Findings indicate different level of propensity to use increase entrepreneurs intention to use, while precipitating events increase the level of use behaviour of IS related innovation among entrepreneurs. This study reveals that in this current IS environment, entrepreneurs adopt and use the system due to the attractiveness and feasibility of the IS related innovation that are derived from intrinsic interest and affective beliefs of entrepreneurs, rather than the extrinsic rewards that entrepreneurs gain.
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