According to Venkatesh, Thong and Xu (2012), in the modern era of Information Technology (IT); primarily in the organisational contexts, one of the most vital field of Information Systems (IS) studies is to realise, recognise and characterise individual acceptance and use of IT. Based on this type of research; indicating to Venkatesh et al. (2003), a Unified Theory of Acceptance and Use of Technology (UTAUT) was formed by a review and synthesis of eight theories/models of technology use including (Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM2), Motivation Model (MM), Theory of Planned Behavior (TPB), Combined TAM and TPB (C-TAM-TPB), Model of PC (personal computer?) Utilization (MPCU), Innovation Diffusion Theory (IDT) and Social Cognitive Theory (SCT)) to predict the Behavioural Intention (BI) to use a technology mediated by critical factors and contingencies. Venkatesh et al. (2003) identified Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI) and Facilitating Conditions (FC) as key constructs for UTAUT. Brown and Venkatesh (2005); Venkatesh et al. (2003) defined PE as “the degree to which using a technology will provide benefits to consumers in performing certain activities”; EE is defined as “the degree of ease associated with consumers’ use of technology”; SI is defined as “the extent to which consumers perceive that important others (e.g., family and friends) believe they should use a particular technology” and FC is also defined as “facilitating conditions refer to consumers’ perceptions of the resources and support available to perform a behavior” (Venkatesh et al., 2012). In UTAUT, it is suggested that PE, EE and SI lead BI to use a technology, whereas BI and FC locate technology use. Furthermore, individual difference variables, determined by age, gender and experience, are characterised to moderate various UTAUT relationships (Venkatesh et al., 2012).
From this perspective; and in both organisational and non-organisational, UTAUY has played an important role and has been entirely or partly applied, extended and integrated to different technologies “(e.g., collaborative technology, health information systems; Chang et al., 2007)”, new user populations “(e.g., healthcare professionals, consumers; Yi et al., 2006)”, cultural setting “(e.g., China, India; Gupta et al., 2008)” in order to strengthen its generalisability “(e.g., Neufeld et al., 2007)”. In addition to this, adding new constructs has served to widen the domain of the endogenous theoretical mechanisms formed in UTAUT. Furthermore, exogenous predictors of the UTAUT variables “(e.g., Neufeld et al., 2007; Yi et al. 2006)” have been included to utilise the UTAUT in different contexts. In fact, although these broad applications, replications and integrations/extensions have developed a better understanding of the theoretical boundaries extensions and technology adoption, there is still a need to systematically investigate and theorise noteworthy factors instead of employing only a subset of the constructs, especially by dropping the moderators (Al-Gahtani et al., 2007; Armida, 2008); (Venkatesh et al., 2012).
Stofega and Llamas (2009) claimed that it is critical to investigate how UTAUT can be expanded to be suitable for other contexts such as consumer technologies represented by technology devices, applications and services rather than the original theory that was formed to be focused on employee technology acceptance and use. Therefore, doing a research on this field represents a valuable opportunity for an important theoretical contribution as the Technology Acceptance Model (TAM)’s researchers “(see Bagozzi, 2007; Benbasat and Barki, 2007; Venkatesh et al., 2007)” recommended to extend the theoretical space (Venkatesh et al., 2012). UTAUT has been studied by Venkatesh, Thong and Xu, 2012 to generate UTAUT2 in order to tailor the gap found in the consumer use context by developing key additional constructs and relationships related to the original UTAUT conceptualisation.
By 2012, Up to 500 articles published and done in the UTAUT scope, most of them have only covered a subset of the original constructs. Noticeably, adding these changes, especially new constructs affects the theoretical domain of UTAUT positively; nevertheless, no careful and complementary theoretical attention to the context being researched. Therefore, three new constructs have been integrated into UTAUT represented by Hedonic Motivation (HM) “the fun or pleasure derived from using a technology” (Brown and Venkatesh, 2005), Price Value (PV) “users are responsible for the costs and such costs, besides being important, can dominate consumer adoption decisions” (Brown and Venkatesh, 2005; Chan et al., 2008; Coulter and Coulter, 2007; Dodds et al., 1991) and Habit (HT) “habit has a direct effect on technology use and/or habit weakens or limits the strength of the relationship between BI and technology use” (Venkatesh et al., 2012) that provide new mechanisms such as affect, monetary constraints, and automaticity in order to tailor the gap investigated and contribute to the original theoretical model (Venkatesh et al., 2012). Considering consumer IT is a promising step to generate an advance theory (Alvesson and Kärreman, 2007; Johns, 2006); this leads organisations to better understanding of the consumer technology industry. Integration of HM, PV and HT complementing UTAUT’s strongest predictor, existing resource considerations and the theory’s focus on intentionality. Indicating to the new UTAUT2 model, voluntariness moderator has been dropped, and link between facilitating conditions (moderated by age, gender and experience) and BI has been also added. Moreover, relationships, which are (moderated by age, gender and experience, per the original UTAUT), pertain to HM, PV and HT (Venkatesh et al., 2012).
According to Venkatesh, Thong and Xu (2012) paper conducted in Hong Kong in the context of consumer use of mobile internet technology, and published in MIS Quarterly, mobile internet supports a variety of digital data services that are accessed using a mobile device over a different geographic places. Using this service, which is a voluntary decision, enables users to exchange pictures, messages, emails, online booking, games and etc. The result shows that age, gender and experience are the moderators between HM and BI; however, age and gender are the moderators between PV and BI. And finally, HT has direct and mediated influence on technology use mediated by individual differences represented by age, gender and experience. The paper recommends that future research can be built on UTAUT2 and applied in different countries, age groups and technologies by identifying other relevant factors that may develop the usability of UTAUT. Moreover, further research can include more structural elements of use related to user and tasks (Burton-Jones and Straub, 2006) in order to investigate the explanatory power of BI and habit. For example, “the predictive power of habit may increase relative to that of BI when users’ daily tasks are included in the measurement of use, as daily routine tasks are more subject to the influence of habit” (Venkatesh et al., 2012). In addition, to help further rule out the Common Method Variance (CMV,) different and objective measures of use can be used for future research as using experiments that manipulate the predictors is also helpful to reduce CMV concerns (Venkatesh et al., 2012)
Based on the future research recommendations mentioned above, and according to Goodhue (2007) who claimed that UTAUT is a powerful model, especially when it is extended with relevant constructs as it contributes to the understanding of important phenomena of consumer use of technologies (Bagozzi, 2007), future research motivations can be refined. In this research, up to 90 studies conducted in the context of Middle East including Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB) and UTAUT have been scanned in order to examine UTAUT2 as the latest theory developed in 2012, and to extend UTAUT2 by integrating new constructs and relationship based on a review and synthesis prepared by understanding the context of consumer acceptance and use of IT presented in the Literature Review with a comparison between the original theory and the suggested model. As there are 15 studies out of 90 conducted UTAUT research and 9 of them done in Saudi Arabia, this indicates that the up-to-date concept of consumer acceptance and use of technology needs to be more investigated in The Middle East. In this research, and in light of the significant increase in the number of mobile internet users in The Middle East, especially in Saudi Arabia as subscriptions to mobile broadband reached 11.5 million at the end of 9M 2011 representing 40.5% of the population (Ethos Interactive, 2012), choosing Mobile Internet and Mobile Government technologies seem to be persuasive as that UTAUT2 has not been yet tested in The Middle East or extended in the field. Moreover in this research, topical background will be investigated represented by Internet, M-Commerce, M-Banking, E-Government and M-Government Adoption, Acceptance, Usage and Diffusion in The Saudi Arabian Context in order to show how novel and unique this research is, compared to other researches done. Therefore, conducting research on other Mobile-Based technologies like Mobile Government will contribute to better understanding of the concept of consumer acceptance and use of technology in order to identify, modify or determine constructs, relationships or problems related to the applicability of UTAUT2.
The current study will mainly focus on two important concepts of how UTAUT2 influences the context of consumer acceptance and use of IT, and how the extended UTAUT2 or the suggested theoretical framework contributes to the field. This research will also outline problems, constructs and relationships related to the theory tested and extended in order to list all advantages and disadvantages presented by a comprehensive comparison.
1.3 Theoretical Background of Acceptance and Use of IT/IS in The Middle Eastern Context :
1.3.1 Theory of Reasoned Action (TRA):
Please present these two references by summarising them as these papers summarised below (And put their full references in the bottom under the references list) – Everything mentioned about only (TRA) used in the paper:
Alrashidi, A. (2012). User Acceptance and Motivation of E-Governance Services Based on Employees Levels of Experience in the UAE SME.American Journal of Economics, 2(6), 132-135.
Basri, W. S. M. (2012). Factors Affecting Information Communication Technology Acceptance and Usage of Public Organizations in Saudi Arabia.Signature, 18, 09.
According to Abduh et al. (2011) study, theory of reasoned action is considered to investigate the influencing factors responsible to enforce customers to withdraw deposits in Islamic banks. The investigation is by considering an Islamic bank in Malaysia, and over 300 samples were collected via survey questionnaire and validated for reliability using Cronbach’s Alpha. For analysis, using structural equation modelling; 24 observed variables and 5 latent variables known as intention to behave (BI), subjective norms (SN), attitude towards behaviour (ATT), behavioural beliefs (BB) and normative beliefs (NB) are considered. Through results and analysis, it is claimed in Abduh et al. (2011) that subjective norm has strong and positive influence compared to attitude towards behaviour to influence the customer’s intention to withdraw the deposit. This study will help management to ensure that the strategies and people-to-people relationship are strong to avoid the all levels of risks associated with the customer’s intention to withdraw deposit from bank. The study is limited to only bank along with individual customers only. In addition, no geographic factors were considered for this study. It is therefore, future research requires extending this by considering corporate customers, banks from different regions along with demographic factors such as gender, age and salary.
In Alajmi (2012), studying knowledge sharing decision behaviour and its influencing factors are investigated from a social psychological perspective by employing and extending the theory of reasoned action (TRA). An online educated community Tapped In is considered in order to collect the data samples. To analyse and validate the extended theoretical model for individual intention to share expertise and knowledge, predictive power of five variables known as attitude, subjective norms, descriptive norms, controllability and knowledge sharing self-efficacy (KSSE) are considered. The constructs such as behavioural intention, beliefs, attitude, and subjective norms are considered as a motivational model along with perceived behaviour control (PBC), self-efficacy and controllability as a volitional model (Alajimi, 2012).The study is based on the theoretical framework and therefore requires extended research for the development and validation of the hypothesis. The concept presented in Alajimi (2012) will help to understand the decision of individuals towards sharing of knowledge.
Indicating to Alenezi et al. (2010), an empirical investigation is conducted in Saudi Universities to understand the behaviour of students towards the acceptance of e-learning. The analysis is based on the theory of reasoned action (TRA) as theoretical base along with image, subjective norm and self-identity social variables. The survey samples were collected from students of five different geographically dispersed universities and statistically analysed using linear regression to validate the hypothesis. The results presented in (Alenezi et al, 2010) identified that subjective norm, self-identity and image have a strong relationship in the context e-learning acceptance by students. In addition, attitude found to be an influencing factor for students to accept successful implementation of e-learning system. The results and analysis will be helpful to universities of diverse range to understand the behaviour of the students to ensure the successful implementation of an e-learning system. The extension of model and validity of hypotheses with more variables will be considered as future work.
In Al-Majali (2011) study, internet banking in Jordon is considered to understand the influencing factors towards its adoption by customers using theory of reasoned action (TRA). Over 700 employees from different universities were considered who had access to online banking services. The survey data validated for reliability using confirmatory factor analysis (CFA), whereas structural equation modelling is considered for the validation of hypothesis. Through the results, it is identified in Al-Majali (2011) that customer’s attitude and their belief towards social influence have strong impact towards the adoption of e-banking services. In is noted that internet banking adoption is significantly influenced by factors such as trust, perceived risks and awareness. It is therefore, banking sectors must consider strategies to improve the relationship with customers by ensuring a strong trust and awareness process. In addition, the subject norm found to be influenced by family and mass media. The study is limited to responders from university sector along with access to online banking services in Jordan. The lack of generalisation is another limitation which can be overcome by extending the study in different countries. In addition, the consideration of employees from different sectors with and without access to internet banking services is crucial to gain the mature understating of this problem.
According to Amin and Chong (2011) study, theory of reasoned action (TRA) is modified and tested in the context of customers of conventional pawnshops decision to use Islamic pawnshop by putting empirical investigation. The investigation is considered by incorporating attitude, subjective norm and behavioural factors for analysis. Data samples (demographic factors along with attitude, subjective norm (as independent variable), and usage (as dependent variable)) were collected through questionnaire survey from customers of pawnshops with majority of Muslims. Through results, it is observed in Amin and Chong (2011) study that attitude and subjective norm have positive influence towards the usage of pawnshops. The research will be beneficial for service providers to understand the attitude, behaviour and usage of existing users of conventional pawnshop. In addition, this study also opens direction of more research towards the adoption models. The study is limited to single region for data collection. In addition, due to self-funded project, the research data is based on the convenience data. Therefore, future work will be considered to extend the validation by employing it into different regions along with diverse range of surveying data.
Indicating to Baytiyeh and Naja (2011) study, theory of reasoned action (TRA) is tested to understand the influencing factors impacting the decision to follow PhD programme. Two different groups namely graduate students from different engineering discipline and working engineers from different disciplines. Based on the questionnaire survey, data in the form of likert scale were gathered and analysed. It is identified through an independent t-test that both groups have no significant intention. Factors such as professional attitude, social attitude, financial attitude and subjective norm based on the factor analysis suggested that intention to pursue PhD is significantly influenced by professional attitude, financial attitude, subjective norm and social attitude respectively (Baytiyeh and Naja, 2011). The study is limited to survey students only from one country (Lebanon); therefore, an generalised validation is required to understand the students as well as working community to purse PhD. Future work will be based on the generalisation of this study. In addition, conducting interview of enrolled PhD students will help to understand their behaviour and experience. The study will help institutes and research and development canters in organisations to motivate and encourage students towards the enrolment of PhD.
In Didaloo et al. (2012) study, theory of reasoned action (TRA) is extended and tested to understand the influencing factors to predict the self-care behaviour towards type 2 diabetes among Iranian women. Over 350 samples were collected by considering women with type 2 diabetes and tested for reliability using Cronbach’s alpha coefficients. The data is analysed to measure diabetes knowledge, personal beliefs, subjective norm, self-efficacy and behavioural intention along with self-care behaviour. The results suggested that self-efficacy is one the strongest predictor of intentions among women with type 2 diabetes. In terms of socio demographic variables, it is observed that diabetes knowledge and patient visit by health care providers shown with positive influence. The study will be helpful to understand and explain the diabetes self-management behaviour among Iranian women with type 2 diabetes. The study in Didaloo et al. (2012) is limited due to cross-section element as survey samples were collect during a single time. In addition, validation cannot be considered as generalised as of limited scope. Due to self-reported assessment, it can be assumed that collected samples have overestimate or underestimate behaviour due to self-management behaviours.
According to Gail (2009) study, theory of reasoned action (TRA) is tested to understand the influencing factors impacting the decision towards Islamic finance. The survey data were gathered from retail consumers, business organisations and management of bank to validate the TRA. The results and analysis in Gait (2009) based on factor analysis, discriminant analysis and binary discrete analysis described that the use of Islamic finance is based on the influencing factors such as awareness of Islamic methods of finance and socioeconomics, demographic and business physiognomies. In addition, it is observed that the religion is an important determinant to influence the use of Islamic finance. Therefore, religious scope must be considered in consumers as well as providers perspective. The study will be beneficial to consumers, service providers and management of financial services to predict, understand and analyses the influencing factors towards Islamic finance and place best practices to improve usage. The study is limited to Libya and therefore validation of proposed model may have different analysis in another country. A generalised approach in future will be helpful to correlate the behaviour towards Islamic Banking.
Indicating to Lada et al. (2009) study, theory of reasoned action (TRA) is extended and tested to understand the influencing factors impacting the decision to choose halal product by the consumers. Over 400 samples were collected for analysis, and it is observed that TRA has a validity towards the prediction to intent the halal products. It is observed that subjective norm is more influential predictor compared to attitude. This study will help small scale to large scale firms involved with halal food in the context of consumer’s behaviour and their intention to select and use halal food. The limitations of the study were observed in terms of limited scope and integration of variables.
In Jahya (2004) study, theory of reasoned action (TRA) is tested to understand the influencing factors impacting the Muslim’s intention towards the Islamic banking facilities. The theory is based on actual behaviour, intention, attitude toward the behaviour, subjective norm, in addition to external variables such as knowledge and religiosity. Over 200 Muslim’s data were collected through a questionnaire sample and analysed using Pearson’s correlation, Multiple Regression, and the Discriminant analysis. It is observed through analysis that engagement in banking facilities is significantly influenced by attitude followed by subject norm. In addition, from the external variable perspective religious variable found to be influencing as compared to knowledge (Jahya, 2004). The study shows that intention predictive power can be used regardless of involvement in Islamic banking services. It is identified that, the study will help bank management to understand the customer attitude towards the Islamic banking services. The awareness of Islamic banking services is crucial and therefore banks must consider an appropriate strategy based on the Islamic rules and regulations. The study has a limitation in terms of limited scope and therefore future work will be considered to extend the scope along with the integration of more variables.
According to Ranjbarian et al. (2010) study, theory of reasoned action (TRA) is tested to understand the influencing factors impacting the consumer’s decision to repurchase the automobile brands. The data collected from university employee in Iran through survey questionnaire and validated for consistency using Cronbach’s alpha. The theory based on behavioural intention, attitude toward the action and subjective norm dimension are considered as influencing factors towards consumer purchase. In addition, model is modified by integrating attention to social comparison information and consumer’s product involvement. The results in Ranjbarian et al. (2010) claimed that educated sector of consumers is significantly influenced by the subjective norm towards the change or repurchase of the owned vehicle. It is observed that attitude towards action has insignificant impact; whereas social comparison has strong influence towards the intention to change or repurchase the car. The study will help researchers, car manufactures as well as owners to understand the influencing factors of consumes towards the repurchasing. The study is limited to educated employee from a single university sector. Therefore, a generalised validation is required to provide a mature theory behind the influencing factor towards consumers repurchase.
Indicating to Sadeghi and Farokhian (2010) study, factors responsible to influence customer’s satisfaction towards electronic banking services in Iran are considered for investigation. Based on the seven factors known as dimensions, convenience, accessibility, accuracy, security, usefulness, bank image and web site design from technology acceptance model (TAM), theory of reasoned action (TRA) and theory of planned behaviour (TPB) are considered to analyse service quality perception in e-banking services from customer’s perspective. In Sadeghi and Farokhian (2010), it is observed that the ratio of educated persons from government banks and department towards the utilisation of electronic banking is significant compared to uneducated persons. In addition, it is identified that customer’s satisfaction is directly proportional to accuracy, reliability, image, impression of the bank, management and Web site design. This study will help bank management to consider these importance factors to improve the customer’s satisfaction to bring the e-banking service more and more. In addition, it is suggested that due to educated and uneducated categories of users, the awareness of electronic banking, benefits and services are important to change the customer’s satisfaction feelings. It is also found that male’s suspicious behaviour is crucial and therefore it needs a mature investigation towards the electronic banking services.
In Taherdoost et al. (2012) study, a framework of adoption model is developed to clarify aspect of smart card technology adoption from the ethical and social perspective by utilising PAPA, Moral Model, Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB). The proposed framework is monitored from different perspective such as education, awareness and PAPA. It is mentioned that end-user’s actions, attitudes, their sense of right and wrong are most imperative factor in effective ethical awareness and therefore organisation must consider ethic as an attitude towards the adoption of technology. In Taherdoost et al. (2012) study, the ethical awareness towards the adoption of technology is discussed by integrating different models. The research will help and motivate end-users to towards the understanding of smart cards. This study is based on the in progress theoretical framework and therefore future work is required for an appropriate implementation of the integrated proposed model.
1.3.2 Theory of Planned Behaviour (TPB):
Please present this reference by summarising it as these papers summarised below (And put its full reference in the bottom under the references list) – Everything mentioned about only (TPB) used in the paper:
Basri, W. S. M. (2012). Factors Affecting Information Communication Technology Acceptance and Usage of Public Organizations in Saudi Arabia.Signature, 18, 09.
According to Alajmi (2012) study، knowledge sharing decision behaviour and its influencing factors are investigated from a social psychological perspective by employing and extending the theory of planned behaviour (TPB). An online educated community Tapped In is considered in order to collect the data samples. To analyse and validate the extended theoretical model for individual intention to share expertise and knowledge, predictive power of five variables known as attitude, subjective norms, descriptive norms, controllability and knowledge sharing self-efficacy (KSSE) are considered. The constructs such as perceived behaviour control (PBC), self-efficacy and controllability are considered as volitional model along with behavioural intention, beliefs, attitude, and subjective norms are considered as motivational model Alajimi (2012).The study is based on the theoretical framework and therefore requires extended research for the development and validation of the hypothesis. The concept presented in Alajimi (2012) will help to understand the decision of individuals towards sharing of knowledge.
Indicating to Al-Gahtani (2006) study, factors responsible to facilitate and inhibit the information technology adoption in the region of Saudi Arabia are investigate by employing the theory of planned behaviour (TPB). The data samples considered in this study are extracted from broader project financed by the Saudi Government covering major companies from 4 provinces including both public and private sectors. Data collected were analysed using PLS-Graph, partial least squares (PLS) and structural equation modelling (SEM) tool. For TPB, constructs known as norms, beliefs (i.e. perceived behavioural control), behavioural intentions and usage behaviour are considered in Al-Gahtani (2006). It is observed through results and analysis that attitude has strong influence towards the technology similar to perceived behaviour control. In addition, subjective norm reflected a positive influence on behaviour intention, whereas behavioural intention reflected positive influence on usage of technology. The validated study will help practitioners, policy makers and institutes to exploit information technology in an efficient and prominent way for better social and structural environs. In addition, this study provides a mature knowledge towards the applicability of model for information technology in the context of Saudi Arabia. The future work can be extended to consider the adoption model as per targeted intention and behaviour in the context of particular application.
In Almobaireek and Manolova (2012) study, entrepreneurial intentions of youth from Saudi University were investigated using perceived desirability, social support and behavioural control of theory of planned behaviour (TPB) and social learning theory. For the validation of the proposed hypothesis, students at King Saud University were considered for an entrepreneurial survey. Based on the empirical results, Almobaireek and Manolova(2012) claimed that the entrepreneurial intentions are positively integrated with perceived desirability and the perceived feasibility of the entrepreneurial behaviours. With reference to male and female intentions, it is observed that female are more influenced by perceived social support and behavioural control, whereas male influenced by desirability. The study will help universities and organisation to understand the career goals of youth students so that they can define strategies and policies. The study is limited due the undergraduate students from a single university and therefore an extended and generalised study is required in order to understand the validation of TBP in the context of entrepreneurial intentions. In addition, the limited scope of data showed the limitation towards the deeper understanding of behavioural intentions. The cultural and family impact on female towards the entrepreneurial intentions required mature investigation and will be considered as future work.
According to Alrashidi (2012) study, acceptance and motivations towards e-government services in small and medium enterprises in United Arab Emirate (UAE) are investigated by employing technological acceptance model. An online survey was conducted to collect the user’s thoughts towards e-government services by employing use, usefulness, and motivation factors of technological acceptance model (TAM) and theory of planned behaviour (TPB). The collected data is analysed in SPSS and ANOVA and it is identified that e-government is acceptable within SME of UAE. It is observed that use, usefulness, and motivation factors showed same level acceptance regardless of experience. The results will help SME to understand the acceptance behaviour of e-government so that more action can be taken to integrate e-government. The study is limited to due to its scope only for SME and therefore study needs a generalised approach.
Indicating to Alselaimi (201) study, Saudi adolescents are considered to investigate the social as well as psychological factors of participation in physical activity and sports using theory of planned behaviour (TPB). A questionnaire based survey was conducted to collect the samples towards the intention to use and participate in leisure time physical activity based on the attitude, subjective norms, perceived behavioural control, descriptive norms, self-efficacy, self-identity and past behaviour factors. Through regression analysis, it is identified in Alselaimi (2010) that attitude, subjective norms and perception of behaviour have positive influence towards the intention of responders with Saudi Arabia. With reference to gender perspective, it is observed that both females and males in Saudi considered attitude, subjective norms, perceived behavioural control and self-efficacy; however, males also considered an additional past behaviour towards the formation of intention. The results and analysis from Alselaimi (2010) study will help to understand the behaviour as well attitude of males and females towards the intention to participate in physical activity. In addition, it will also help to promote physical activity among Saudi adolescents towards social, environmental and psychological factors. The study in Alselaimi (2010) is limited in terms of weather (only hot weather is considered), region (only single region of the Saudi is considered), appropriate measuring for physical activity, test-retest reliability (stability scale over time). Future work will be focused to reduce these limitations.
In Baker et al. (2007) study, Theory of Planned behaviour (TPB) has been considered to investigate the impact of demographic variables such as age, gender and education towards the acceptance of new technology in Saudi Arabia. To validate the empirical investigation in the context of attitude, subjective norm, perceived behavioural control and intention to use technology, over 1000 samples were collected from different workers in Saudi Arabia and analysed using Partial Least Squares (PLS) and Structural Equation Modelling (SEM) tools. Through analysis, it is identified in Baker et al. (2007) that the attitude, subjective norm and perceived behavioural control have positive influence towards technology acceptance regardless of demographic variables. In addition, regardless of prior experience, attitude towards intention is strong and relatet to the subject norm. One of the reasons of positive influence is the consideration of educated workforce in Saudi Arabia. This study will help organisation as well researcher to understand the scope of new technology as per end users’ attitude and behavioural control. The study in Baker et al. (2007) is limited as only educated workforce community is considered for sample collection. A mature understanding of intention towards the acceptance of technology requires the knowledge and influence of individual cognitive, social, demographic and cultural factors.
According to Baraghani (2007) study, Theory of Planned behaviour (TPB) and trust are considered in addition to extended technology acceptance model (TAM) for the investigation of customer’s adoption within the context of internet banking in Iran. The proposed framework includes attitude, subject norm, perceived behavioural control, perceived usefulness, perceived ease of use, trust and intention constructs for the analysis and validation of the proposed model. The data collected through survey were analysed using partial least square (PLS) to establish a relationship between defined constructs. The results provided in (Baraghani, 2007) suggest that the additional factor (trust) is one of the crucial and important factors of customer’s acceptance of internet banking in addition to other factors. This study will help banking sector to play a crucial role towards adoption of internet banking by implementing push (awareness, advertisement, ease of use and reliable website) and pull (collaboration, proactive with e-commerce lay and internet banking) strategies. Baraghani (2007) provides number of limitation such as data collected from inexperienced/one-time internet banking users, lack of actual usage behaviour, and lack of longitudinal and cross-sectional investigation. A more comprehensive investigation is required by extending the research to corporate customers, understanding internet banking intentions, decision trend and usage behaviour to validate the proposed model.
Indicating to Dahlan and Klieb (2011) study, the sustainability and performance of family owned business is considered for investigation in the context of Saudi culture and tradition. The investigation of sustainability and performance will be considered with reference to six known as cultural attributes, family goals and values, founder’s personality attributes, theory of planned behaviour and the founder, successor attributes, and religious and legal attributes. The qualitative phase of the study is based on the survey data collected through interviewing owner, potential successors and CEOs of small to medium enterprises. The analysis of qualitative data in terms of quantitative will be handled by integrating factors such as owner’s personality, attitude, different cultural dimensions, SME’s demographic factors and presence of a succession plan as a decisive factor for the sustainability of the business from one generation to another generation. The validation of the proposed framework will help small to medium scale enterprise to understand the transition process and its influencing factors. The lack of knowledge towards the survival of business from one stage to another can damage business. Therefore, a mature understanding is required for business community tounderstand family owned business.
In Ozkan, S., Kanat, I. E. (2011) study, e-government context is investigated in Turkey by extending the theory of planned behaviour. The qualitative data was collected by investigating student loans service of the higher education student loans and accommodation association (KYK). The data collected from over 400 students were analysed using partial least square path modelling and a variation of structural equation modelling (SEM), whereas data consistency is analysed using Cronbach’s alpha value. In Ozkan, S., Kanat, I. E. (2011), Path coefficients followed by perceived behavioural control (PBC) have shown strong influence toward the intention in the context of e-government. In addition, trust is an important factor to influence attitude and intentions. The perceived usefulness (PU) also shown to be strong influencing for attitude, whereas PEOU was mediated by PU. The relationship among different factors not only increases the complexity but also reduces the influence on each other; therefore, this study was limited and scoped on e-government service form KYK and therefore requires an extended work to included people from different direction and expertise. In addition, a mature understating requires the integration of more variables to explore the different directions within the context of e-government in Turkey.
According to Iqbal et al (2011) study, student of Saudi University was considered in order to investigate their intention towards entrepreneurship perception and entrepreneurship. The qualitative data samples were collected through a questionnaire based survey with 7 likert scale and validated for consistency using Cronbach’s Alpha. Through analysis, it is observed that factors such as social norms, personal attitudes and perceived personal control are all positively correlated and therefore have strong influence towards the student’s intention. In response to factor influencing intention towards the entrepreneurship as a career, it is identified that personal attitude (PA), social norms (SN) and perceived behaviour Control (PBC) have significant role to enforce the student’s intention towards entrepreneurship (Iqbal et al, 2011). The study will be helpful for universities and organisations to understand the trend and initiate steps towards training and courses for entrepreneurship to attract more students for a better future. The study in Iqbalet al (2011) is limited to student from a single university at single time; hence the behaviour may change in future. In addition, a generalised approach is required by extending the studies into different regions and surveying students from diverse domain instead of business administration. These limitations will be considered in future work by extending the hypothesis.
Indicating to Itani (2010) study, the intentions of customers to switch the banks are considered for investigation. The theory of planned behaviour (TPB) along with attitude, subjective norms and perceived behavioural control factors are considered. Over 30 bank customers were selected for questionnaire based survey. Through statistical analysis in NVIVO 8, it is observed in Itani (2010) study that the dimensions of service quality, satisfaction and bank reputation are crucial factors to influence the customer’s intention towards the switching of banks. In addition, from the customer’s perspective, the relationship factor also adds positive influence towards the intention. The subjective norm has shown minor influence on intention regardless of gender, age group as well as educational level. The results and analysis in Itani (2010) study will help management in banking sector to understand the customer’s intentions towards the switching of bank, which can be overcome by defining new strategies and polices. The study in Itani (2010) is limited in terms of sample collections from single branch of the bank and qualitative research. Future work will be considered to overcome these limitations by considering quantitative research and extending survey to multiple branches of banks. In addition, work can be extended to consider by diverse range of banks from different regions instead of focusing single region.
In Jradi (2011) study, medical students from Middle East and North Africa were considered to investigate their strength to advise to quit cigarette as well as waterpipe. In addition, the level of strength was designed to determine the usage trend among Lebanese medical students. The students as well as administration were considered from medical schools for survey based on content related to tobacco dependence and treatment. It is observed that, advice towards waterpipe is strongly influenced by social norms and behavioural factors, whereas advice towards cigarette influenced by attitude. In addition, PBC found to be not related to this behavioural intention for cigarette and waterpipe.The study will help medical organisation as well as government to take strong steps to reduce the negative impact and usage of tobacco in community. The power of knowledge, skills to motivate and advice towards quit tobacco process is crucial and therefore medical students must have a strong curriculum for high expertise. The study is limited to medical students and it can be assumed that intentions provided in the sample are accurate and misleading. Therefore, a mature study will be required to validate the analysis. In addition, a mature study is required to understand the trend of intention towards the usage of tobacco and strategies to reduce or limit that usage.
According to Sadeghi and Farokhian (2010) study, factors responsible to influence customer’s satisfaction towards electronic banking services in Iran are considered for investigation. Based on the seven factors known as dimensions, convenience, accessibility, accuracy, security, usefulness, bank image and web site design from technology acceptance model (TAM), theory of reasoned action (TRA) and theory of planned behaviour (TPB) are considered to analyse service quality perception in e-banking services from customer’s perspective. In Sadeghi and Farokhian (2010), it is observed that the ratio of educated persons from government banks and department towards the utilisation of electronic banking is significant compared to uneducated persons. In addition, it is identified that customer’s satisfaction is directly proportional to accuracy, reliability, image, impression of the bank, management and Web site design. This study will help bank management to consider these importance factors to improve the customer’s satisfaction to bring the e-banking service more and more. In addition, it is suggested that due to educated and uneducated categories of users, the awareness of electronic banking, benefits and services are important to change the customer’s satisfaction feelings. It is also found that male’s suspicious behaviour is crucial and therefore need a mature investigation towards the electronic banking services.
Indicating to Stecker et al. (2010) study, theory of planned behaviour is considered to understand and investigate the mental health seeking behaviour of soldiers after returning from war in Iraq. The investigation considered over 150 members and soldiers from Iraqi Freedom National Guard who were diagnosed in depression, posttraumatic stress disorder, generalised anxiety disorder, panic disorder or alcohol abuse disorder. Based on the samples collection through survey questionnaire, it is identified in Stecker et al. (2010) that low number of veteran seeking mental treatment are divided into two categories. Those who feel that, the seeking mental health will create troubles to their working career. Secondly, those who think it may increase worrisome symptoms. The study will be helpful for army to report policies to reduce the negative impact of mental treatment on career. The study is limited to single unit and therefore an extended study is required towards the mature understanding mental health seeking behaviour. In addition, the veterans who were returned from war many months ago were considered for the study, hence analysis may change based on recently returned veterans from war.
In Taherdoost et al. (2012) study, a framework of adoption model is developed to clarify aspect of smart card technology adoption from the ethical and social perspective by utilising PAPA, Moral Model, Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB). The proposed framework is monitored from different perspective such as education, awareness and PAPA. It is mentioned that end-user’s actions, attitudes, and their sense of right and wrong are most imperative factor in effective ethical awareness and therefore organisation must consider ethic as an attitude towards the adoption of technology. In Taherdoost et al. (2012) study, the ethical awareness towards the adoption of technology is discussed by integrating different models. The research will help and motivate end-users towards the understanding of smart cards. This study is based on the in progress theoretical framework and therefore future work is required for an appropriate implementation of the integrated proposed model.
1.3.3 Technology Acceptance Model (TAM):
Please present these three references by summarising them as these papers summarised below (And put their full references in the bottom under the references list) – Everything mentioned about only (TAM) used in the paper:
Alrashidi, A. (2012). User Acceptance and Motivation of E-Governance Services Based on Employees Levels of Experience in the UAE SME.American Journal of Economics, 2(6), 132-135.
Alsaghier, H., Ford, M., Nguyen, A., & Hexel, R. (2009). Conceptualising citizen’s trust in e-government: Application of Q methodology. Electronic Journal of E-government, 7(4), 295-310.
Basri, W. S. M. (2012). Factors Affecting Information Communication Technology Acceptance and Usage of Public Organizations in Saudi Arabia.Signature, 18, 09.
In the context of E-Learning, technology acceptance model (TAM) has been considered in order to understand the acceptance of various technologies and software (Abbad, 2011). Based on the extensive literature review, TAM is extended by proposing two different models to reflect the technology acceptance by an individual. The proposed models are based on the external variables such as subjective norms, experience of internet, interaction with system, self-efficacy, and technical support. These external variables indicate a positive impact on the technological acceptance in addition to perceived usefulness (PU) and perceived ease of use (PEOU) constructs for computer acceptance. According to the first proposed model, the intension and attitude of the users towards technology acceptance increases significantly, when users observe that the technology is efficient, reliable and easy to utilise. The second TAM proposed model highlights that the usage of technological acceptance can be observed through intentional behaviour. Similar to TAM model, the proposed model helps to identify the users intentions based on the specific factors. It is claimed that the second proposed model as same benefits as actual TAM model (Abbad, 2011). This paper is based on the literature review and theoretical assumptions/framework. In addition, there is no statistical analysis or future work provided in this paper.
According to Abdel-Wahab and Ahmed (2008) paper, authors have extended the technology acceptance model (TAM) by two independent variables in order to investigate the acceptance of information and communication technology in educational institutes for E-Learning. The additional two variables are pressure and act. Based on a student survey at University of Mansoura in Egypt, it is observed that approximately, 79.8% of the students from survey responded positive intention to adopt the e-learning. By implementing a regression and correlational analysis on survey data (including demographic and gender), results suggest that adopting five factors, which are (attitude for E-learning, practicality of e-learning, observe usability of e-learning, pressure and availability of resources to use e-learning), will help students to accept the technology in E-learning. It is suggested that the awareness of information and communication technology among students is very important. The educational institutes must make extra measures such as induction course, workshops and training, laboratory work and advisory sessions with students to provide them a strong knowledge of technology (Abdel-Wahab and Ahmed, 2008). Future result is focused to extend the current study by addition more variables in to the model to investigate the 33.1% for behavioural intention to adopt E-Learning. Moreover, extending the study from university level to country level will be targeted to understand the overall adoptability of information and communication technology for E-Learning.
Indicating to AlAnsari (2010) paper, author has investigated the behavioural intention (BI) of people in Kuwait to adopt the E-Shopping. The basic technology acceptance model (TAM) is extended by adding the demographic, gender, age and education related variables. In order to investigate the adoption of E-Shopping, different statistical techniques (Crombach‘s alpha for reliability of data, Factor analysis for data reduction, multiple regression and stepwise multiple regression to observe the dependency between independent and dependent variables) were implemented on the survey data collected through an internet questionnaire from 608 people. The analysis suggests that perceived ease of use (PEOU) and perceived usefulness (PU) factors have significant impact on the BI of Kuwait’s people. In addition to BI, it is observed that the income, age, and experience of using technology have a strong impact on the adoption of E-Shopping. Resulted suggested that the gender and level of education did not impact strongly on BI of Kuwait’s people to adopt E-Shopping. Hence, the hypotheses based on the defined variables were supported by the data collected and analysed. It is recommended that business owner must take extra measures to influence the BI to adopt E-Shopping (AlAnsari, 2010). Futures research will be focused on risk perception on BI to adopt E-Shopping. In addition, other factors such as price, internet usability and payment methods will be considered in future work.
In Alenezi et al. (2011) paper, authors have focused the investigation on acceptance of E-Learning by students in Saudi Arabia. The basic Technology Acceptance Model (TAM) model is extended by including three variables related, namely, availability of conditions, training, workshop and technical help. These variables were selected from institutional perspective. The questionnaire survey was conducted in five different universities and data is validated by implementing Exploratory Factor Analyses (EFA) represented by Principal Components Analysis (PCA) with Varimax rotation. The modelling of hypothesis is conducted and verified. The analysis of resulted suggested a positive impact of perceived ease of use and perceived usefulness on technological acceptance compared to other variables. However, it is suggested that TAM model is capable to acceptance additional variables, which can influence acceptance of technology. The testing of extended TAM model concluded that the acceptance of technology by students can be validated by TAM (Alenezi et al., 2011). The current research is based on the limited number of universities. However, in future, the focus is to extend the study by including more universities at country level. In addition, considering different faculty members such as research scientist, lecturers, professors and administration will help to understand the technology influence and its acceptance more clearly.
According to Al-Gahtani (2003) paper, author investigated the rate of adoption of computer technology in office environments by exploiting the perceived variable of the technology. An intensive literature review was conducted in order to extract the variables/attributes, which are responsible to provide highest rate of computer technology adoption. Based on the literature review, it is suggested that the list of five variables known as relative advantage, compatibility, complexity, trial ability and observability have approximate 87% of the technology acceptance rate. These finding were based on the Rogers analysis on 1200 professional workers from medium to large scale 56 organisations (public and private) around Saudi Arabia. In order to collect different level of observation, workers from different professional roles were selected for interview and survey (Al-Gahtani, 2003). The finding suggests the role and direction of these variables should help decision maker to differentiate between the positive and negative correlating variables and their impact on the acceptance of computer technology. It is suggested that the finding through literature review will also help organisation from western countries to understand the technological solution and acceptance in a professional environment.
Indicating to Al-Ghamdi and Dennis (2011) paper authors have investigated the internet technology paradigm by extending the technology acceptance model (TAM) by including the customer’s loyalty variable. A questionnaire based survey is conducted by considering both male and female gender from Kingdom of Saudi Arabia and United Kingdom. The data is validated and analysed using structural equation modelling (SEM) and AMOS. The proposed model and hypothesis tested and verified based on the survey data and it is concluded that the behaviour of males towards the internet banking utilisation is different compared to behaviour of females. This behaviour is largely influenced by the behavioural intention and perceived usefulness for women compared to men. In addition, it is observed that the service quality with reference to internet banking needs a firm investigation and should be considered individually by organisations for each related variable. The banking and financial sectors must consider this analysis to improve their strategies to attract more customers to adopt online banking and gain competitive advantage (Al-Ghamdi and Dennis, 2011). As future work, focus will expand the investigation by adding more variables such as service quality, customer’s satisfaction, website usability. In addition, investigation will be on conducting survey from different dimensions instead of considering only students.
In Alharbi (2012) paper, author has extended the technological acceptance model (TAM) by adding 5 additional variables in order to investigate the user’s acceptance of cloud computing in Saudi Arabia. The additional five variables are gender, age, education level, job domain, and nationality. In order to validate the proposed model and hypothesis, a questionnaire based survey was conducted and statistically analysed. Based on the data analysis and experimental results, it is suggested that the acceptance of cloud computing between male and female employees did not show a significant different; therefore, no gender variation is observed. However, other variables such as age, job, education and nationality reflected a significant influence on the acceptance of cloud computing. The hypothesis based on the standard form of TAM model, Perceived Usefulness (PU) and Perceived Ease of Use (PEU) reflected a high degree of validation, hence acceptance of cloud computing. Based on the results, it is recommended that the analysis and validation of TAM model with additional variables will help IT industry to adopt cloud computing in a more efficient and attractive way (Alharbi, 2012). Future work will be focused to extend the scope of the survey for better understanding of the hypothesis and influence of additional variables.
According to Al-Hujran et al. (2011) paper, authors have investigated the influence of national cultural and values on the adoption and acceptance of e-Government websites. In order to investigate and validate the proposed extended technological acceptance model, survey data was collected from different citizens of Jordan in addition to previous research data. The TAM is extended by addition five cultural dimensions known as power distance, uncertainty avoidance, individualism, masculinity, and long-term orientation. The hypothesis based on the standard form of TAM model, Perceived Usefulness (PU) and Perceived Ease of Use (PEU) reflected a positive citizen’s intention to adopt the e-Government. Based on the data validation and statistical analysis, it is observed that the power distance and uncertainty avoidance play a significant role on the intention of citizens to adopt the e-Government websites. Compared to these cultural dimensions, other 3 dimensions reflected a negligible impact on citizen’s intensions. The analysis of results provide a recommendation to e-Government officials and policy makers with a practical and descriptive checklist related to cultural dimensions and technological factors in order to understand and enhance the citizen’s perspective (Al-Hujran et al., 2011). Future work will be focused to adopt the cross-sectional design in order to understand the change in citizen’s behaviour with time.
Due to rapid development in information and technology, E-Learning is rapidly growing. However, the acceptance of E-Learning by students is still in doubt and therefore requires a detailed investigation (Alijumaah, 2010). Based on the regression analysis on survey data from King Saud University, student’s acceptance of E-Learning is developed and investigated. A response variable is created based on the binary variable method to resemble the student’s acceptance of E-Learning technology (based on eleven variables), which is further integrated with demography of the students (based on thirteen explanatory variables). Based on the demographic statistic, it is observed that most of the students have familiarity with internet technology; however, many of them lack the knowledge of E-Learning. It was due to fact that, E-Learning in college of business at KSU was not in implementation. The survey revealed that, approximated 53.7% of the participated students were willing to get education via E-Learning technology. A normal distributed behaviour of student is plotted from survey data for technology acceptance. The highest probability is observed for MS Word skills compared to other skills. It is observed that, investigating technology acceptance by student using Regression model can help educational institutes to adopt the new technology successfully (Alijumaah, 2010). There is no future work highlighted in the paper.
Indicating to Al-Khateeb (2007) paper, author has investigated the usage of internet by implementing the extended technology acceptance model (TAM) in Chile and United Arab Emirates (UAE). In order to validate the relationship between PEOU, PU, perceived Internet content (PIC) and internet usage, the external variables known as gender, educational back ground, monthly income, self-reported computer knowledge, internet cost and availability were considered. The data collected from the Chile and UAE students (male and female below 30 years) were validated and analysed for the implementation of proposed hypothesis. Based on the results, it is observed that the PU is a strong predictor of internet usage in Chile, UAE as well as in USA. Therefore, reflecting the importance of internet usage regardless of the countries cultural background. The results indicated that the students from Chile and UAE are more dependent of the technical knowledge, content and support from institutes compared to students in USA. In addition, the impact of external variables on internet usage, observed to be insignificant due to the availability as well as demand of the course work (Al-Khateeb, 2007). It is concluded that the extended TAM is not fully validated in Chile and UAE. Therefore, educational institute must consider the factor such PU significantly to enhance the internet usages for course activities, communication and E-Learning.
In order to support the teaching and learning of geography in secondary schools of Oman, an operative learning environment is developed by authors. In order to validate the teacher’s attitude and intension towards the acceptance and integration of the learning environment, technology acceptance model (TAM) is proposed. In addition to standard PEU and PU variables, cultural and social factors were considered for the comparison of between United Kingdom and Middle East culture. However, the validation of the proposed model is left for the future work based on the data collected through survey in UK and Oman will be used to analyse and validate the proposed model in future. To evaluate the effectiveness of the developed learning model, three different hypotheses were proposed and tested in experimental and control groups for pre and post-tests of fifth grade geography students. Based on the analysis, a positive relationship is observed between technology and active learning. The results suggest that the integration of animation, graphs and visual data increases the learning interest. In addition to TAM validation (Al-lawati et al., 2011), future work will focus on different educational institutes for the integration of new learning environments and their validation based on the extended TAM model.
According to Al-Maghrabi and Dennis (2010) paper, authors have extended the technology acceptance model by integrating perceived enjoyment, usefulness and subjective norms to understand the online shopping objectives and changes among women in Saudi Arabia. In order to validate the conceptual model and the proposed research hypotheses, a female based survey of 650 samples was used. By exploiting structural equation model, it is observed that the women in Saudi Arabia are equivalent with reference to spending/shopping online. The validity of hypothesis suggests that 60% out of 100% women wants to continue their online shopping. It is indicated that compared to usefulness, enjoyment has a stronger direct and indirect effect on online shopping for females. With reference to business point of view, it is suggested that the organisation must take significant measures (quality, usability, trust) in order to enhance the end user online shopping experience (Al-Maghrabi and Dennis, 2010). The study will help managers, business owners and developers to consider important variables into consider attracting more online female customers for e-shopping in Saudi Arabia. Due to the limitations of survey via university forum and students, this topic requires more research and sampling data for validation of hypothesis. The limitations will be removed in future work.
Indicating to Al-Maghrabi et al. (2011) paper, authors have extended the technology acceptance model by integrating perceived expectation confirmation theory to measure and analyse the age differences in the direction of the acceptance and continuity of e-shopping in Saudi Arabia. In order to validate the conceptual model and the proposed research hypotheses, a survey from different genders (male and female) and age groups (students, professionals and aged) has been conducted in Saudi Arabia. The validity of hypothesis suggests that 65% out of 100% responders wants to continue their online shopping experience. By exploiting structural equation model, it is observed that the structural weights between young and aged group people are equivalent. However, the regression analysis suggests an inconsistency from subjective norms to perceived usefulness, along with stronger relationship for younger peoples. Based on the analysis, it is indicated that enjoyment factor is very crucial in e-shopping and therefore have high impact to direct continuity of e-shopping compared to other usefulness and subjective norm factors (Al-Maghrabi et al, 2011). The study will help managers, business owners and developers to consider important variables into consider attracting more online customers of all ages and genders for the continuance acceptance of e-shopping in Saudi Arabia.
In Al-Muhtib (2011) paper, author have considered the importance of mobile commerce (m-commerce) and focused on the identification of the factors responsible to stimulus m-commerce acceptance and its adopting in Saudi Arabia. The technology acceptance model is considered and extended by integrating bandwidth, quality, social influences, security and privacy factors with reference to usefulness and perceived ease of use. A web survey was conducted to collect the sample and analysed using structure model and the measurement model using StatPlus. Based on the results of 81% of the respondents, it is observed that perceived usefulness is one of the most important factors for the acceptance of m-commerce. Approximately, 72% of the participants have shown their willingness and positive attitude to adopt and use the m-commerce in Saudi Arabia. A 30%-45% in-satisfaction is observed due to the poor internet connection. The research suggests organisation, service providers as well as Government officials to take internet quality into considered supporting m-commerce and encouraging citizens to utilise it with satisfaction (Al-Muhtib, 2011). Due to the limited sample size and integrating factors, this area requires a more in-depth analysis by adopting more variables in to consideration. In addition to understand the attitude of the organisations, future work will consider the influence of m-commerce adoption on e-commerce and vice versa.
According to Al-Shafi and Weerakkody (2008), technology acceptance model is extended by integrating individual differences, technology complexity, and trust environment constructs in order to investigate the perceived usefulness and perceived ease of the iPark. iPark as a park of Qatari government provides free wireless internet access to all citizens while outdoor to boost and encourage the citizens to access the e-government services. To validate the proposed acceptance model, data samples were collected via a survey. Based on the statistical analysis, Al-Shafi and Weerakkody (2008) identified that perceived usefulness of iPark services are strongly influenced by the Wireless internet trust and technology complexity compared to other constructs. This study will help government community to understand the adoption trend in order to improve the service for bright future of e-government services.
Indicating to Al-Somali et al. (2008) study, technology acceptance model is extended by adding the quality of Internet connection, security, awareness of Internet banking and its benefits, self-efficacy, trust, resistance to change and demographic characteristic factors in order to investigate the influencing factors what encourage customers to adopt online banking in Saudi Arabia. To validate the proposed model empirically, 400 samples were collected and validated for reliability using Cronbach’s alpha. The results in Al-Somali et al. (2008) identified that PEOU and PU of online banking acceptance are significantly influenced by the quality of the Internet connection, the awareness of online banking and its benefits, the social influence and computer self-efficacy. In addition, the attitude towards the probability of adopting online banking was also influenced by education, trust and resistance to change. The demographic factors of the customers were not considered in this study. It is noted that publicity and raising awareness are crucial towards the adoption of internet banking and therefore banks must build their strategies for an appropriate advertisement. Due to the lack of literature from Arab countries, literature is limited to western countries. Future work can be extended by discussing the challenges of internet banking from manager’s perspective. In addition, including more variables in the proposed model and validating it into different domain will help to increase the applicability of internet banking.
In Al-Sukkar (2005) study, technology acceptance model (TAM) is extended by including external variables under the domain of culture and trust to model behavioural intentions from customer’s perspective, whereas quality of technology from banking sector perspective. The proposed model is employed to investigate the problems regarding the acceptance of internet banking in Jordan. For analysis, quantitative data was collected from bank customers via questionnaire survey, whereas qualitative data was gathered via interview with bank managers and IT experts in banking domain. Based on the results and analysis, it is suggested that extended TAM model is a dominant, reliable, valid and strong predictive model (Al-Sukkar, 2005). In addition, it is identified that young citizens have higher motivation to adopt the technology compared to older citizens. The research is limited to single region of Jordan with internet banking; however, Al-Sukkar (2005) claims its implementation towards adoption of different IT applications. The proposed model can be extended by integrating more variables such as perceived value and perceived risks. In addition, variables related to satisfaction, brand reputation and switching cost can be defined in future work. Moreover, the research can be enhanced by improving structural model, addressing the problem with reference to customer’s perspective, non-users perspective and internet banking perspective to get a deeper understanding of TAM applicability.
According to Anderson et al. (2008) study, investigate the validity of the antecedents of technology acceptance model and their prediction of perceived usefulness and perceived ease of use in developing countries, specifically in Saudi Arabia. Considering the fact that these antecedents of technology acceptance have shown valuable prediction in developed countries and therefor it is important to understand the influence of those antecedents in developing countries. Due to the cultural difference, antecedents of technology acceptance from developed to developing countries can vary significantly, hence an evaluation is considered by Anderson et al. (2008) on predictive validity of antecedents on PU and PEOU with reference to the Saudi Arabia. It is indicated in Anderson et al., (2008) that antecedents of the technology acceptance models are applicable in Saudi Arabia and therefore can be integrated with business in order to enhance the user experience and acceptance towards the new technology. The results suggested that PU was positively influenced by result demonstrability, subjective norm and image, whereas PEOU was positively influenced by computer self-efficacy and perceived enjoyment. In addition, a negative influence on PEOU was influenced by computer anxiety (Anderson et al., 2008).
Indicating to Askool and Nakata (2010) study, technology acceptance model (TAM) is extended by including Web 2.0 features and the social networking concept to investigate the intention as well as behaviour of customers towards the acceptance of CRM. For data and sample collection and model development, financial sectors of Saudi Arabia were targeted where customer relationship management (CRM) can be utilised and accepted. An interview and questionnaire were conducted with managers and experts to gather more details towards the adoption of CRM. Based on the data analysis, factors influencing CRM adoption were distributed in three main groups as people, process, and technology. In addition, with reference to social networks and business relationship 6 factors were considered known as Web 2.0 features, familiarity, care, information sharing, and perceived trustworthiness responsible for influencing CRM (Askool and Nakata, 2010). The proposed model is based on the theoretical ground and lack empirical results for the validation of the proposed model. Future work will focus to conduct structured interview and gather survey sample to validate the defined factors and their impact on the adoption of CRM. The finding and analysis will help organisation and banking sector to overcome the challenges with customer relationships, system developers to understand the requirement from technical perspective.
In Averweg (2005) study, technology acceptance model considered to examine its validity in three different countries Malaysia, South Africa and Saudi Arabia. Technology acceptance model (TAM) supports two factors known as perceived usefulness and perceived ease of use to influence the adoption of information technology. Due to the fact that most of research and development is conducted western countries which has different cultural perspective compared to Arab or other developing countries. Therefore, acceptance models are required for the adoption and validation of new technology. Based on the literature analysis, it is concluded by Averweg (2005) that Saudi Arabia and Malaysia have positive applicability and therefore supports TAM to analyse validate the adoption of IT services. However, the research provided in the literature does not show a direct evidence of applicability, hence support of TAM in South Africa. The conclusion is based on the literature analysis and therefore quantitative analysis is required in each of the regions for applicability and support of TAM.
According to Awanmleh and Fernandes (2006) study, technology acceptance model is considered and extended with relative usefulness in order to examine the channels available for internet banking and factors influencing customer’s intention to adopt and utiliSe those channels in UAE. Factor analysis and regression analysis were conducted to analyse the data selected from internet banking users and non-users (educated with high school degree or higher educational qualification). The results provided in Awamleh and Fernandes (2006) suggest that the inappropriate advertisement and awareness is crucial factor to limit the adoption of online banking services from the non-users perspective. In addition, factors like perceived risk, computer efficacy, image, and subjective norms have shown fewer relevancies due to lack or never-use online banking approach. For internet banking users, perceived risk is directly related to intention to adopt and continue utilisation of banking. In addition, computer self-efficacy and image has positive impact towards the adoption of internet banking. The newly added relative usefulness construct shown its positive impact on the intention to adopt online banking (Awamleh and Fernandes, 2006). It is recommended that the banking sectors needs a strong strategy to promote the internet banking for successful adoption. Future research requires extending the model validation by looking into users and non-users for firm results. In addition, considering bank managers will help to overcome the limitation of this research to understand the relationship between banks and customers.
Indicating to Baakeel (2012) study, Saudi private sections are considered in order to investigate the acceptance and users attitude level for of e-government websites as business consulting by employing technology acceptance model (TAM). Over 100 data were collected through online questionnaire from 20 different sectors with 2 randomly assigned e-government services in Jeddah city. The 20 different sectors were selected based on the geographical direction in Saudi Arabia including north, south, west and east. The collected data is analysed using SPSS in order to establish a relationship between the ease of use, usefulness, and attitude factors. The results provided in Baakeel (2012) showed that ease of use, usefulness, and attitude by age group did not show significant different among the sample responders. The research will help private sectors of Saudi Arabia to understand the user’s perspective towards acceptance of e-government services so that these services can be improved towards the acceptance as a business practicing which are limited due to lack of computers availability and Internet access. The research was limited within the age group of 25-40 years with only three influencing variables. In addition, the study is only limited to private sectors based on the two undefined e-government services within Jeddah city.
In Baraghani (2007) study, technology acceptance model (TAM) is extended for the investigation of customer’s adoption within the context of internet banking in Iran. In addition to TAM, Theory of Planned (TPB) behaviour and trust are considered for the proposed framework, which includes attitude, subject norm, perceived behavioural control, perceived usefulness, perceived ease of use, trust and intention constructs. The data collected through survey were analysed using partial least square (PLS) to establish a relationship between defined constructs. The results provided in Baraghani (2007) suggest that the additional factor trust is one of the crucial and important factors of customer’s acceptance of internet banking in addition to other factors. This study will help banking sector to play a crucial role towards adoption of internet banking by implementing push (awareness, advertisement, ease of use, reliable website) and pull (collaboration, proactive with e-commerce lay, internet banking) strategies. Baraghani (2007) study provides number of limitation such as data collected from inexperienced/one-time internet banking users, lack of actual usage behaviour, and lack of longitudinal and cross-sectional investigation. A more comprehensive investigation is required by extending the research to corporate customers, understanding internet banking intensions, decision trend, and usage behaviour to validate the proposed model.
According to Barati and Mohammadi (2009) study, factors influencing the Mobile Banking are investigate based on the proposed integration of technology acceptance (TAM) model and innovation resistance theory along with an additional variable known as social and cultural factors. In total 9 different important factors were discussed within the category of perceived ease of use (PEOU), perceived usefulness (PU), demographics characteristic, facilitating conditions, social and cultural factors and innovation resistance. The theoretical proposed model also considers the UTAUT model factor known as facilitating conditions (usage time, familiarity of the mobile device, technology use skills). It is due to the fact that, facilitating conditions effect perception of performance expectancy and effort expectancy of services for consumers. This study as claimed by Barati and Mohammadi, (2009) will help banking industry to focus the influencing factors to increase the mobile banking utilisation and adoption towards the customers. This paper is based on the theoretical analysis without any quantitative analysis. Therefore, a future work is crucial to overcome this limitation in order to validated proposed integrated technology acceptance model by collecting data samples and executing statistical analysing tools.
Indicating to Chaharsooghi and Saneifard (2009) study, revised technology acceptance model and Innovation Diffusion Theory (IDT) are employed in order to investigate the influencing factors towards the adoption of mobile commerce in Iran. A survey from mobile subscriber is conducted in Iran as a quantitative approach and analysed through LISREL with structure equation modelling. The results proposed by Chaharsooghi and Saneifard (2009) suggested that behavioural intension to use is strongly influenced by the attitude toward use (ATU) attitude. In addition, PU, PEOU and innovation play a crucial role towards the adoption of mobile commerce in Iran. Moreover, it is observed that a price factor has little or no influence whereas risk has negative influence towards the adoption of m-commerce.
In Faqih (200) study, a theoretical model based on technology acceptance model (TAM) is considered to explore the impact of perceived risk and trust on the consumer’s acceptance towards online shopping in Jordan. The data were collected from previously validated measurements and analysed using partial least squares (PLS) to validate the extended technology acceptance model along with perceived risk and trust variables. By exploiting the 9 provided hypotheses, Faqih (2011) study suggests that the consumer’s behavioural intension to using online shopping is significantly influenced by trust, PU, and PEOU. In addition, it is seen that PEOU has positive influence on behavioural intention to use online shopping. Perceived risk found to be with no direct influence on consumers’ behavioural intention. It is suggested that online shopping stability can be controlled through the appropriate integration of perceived risk and trust. Due to the significant importance of perceived risk, it is important to focus and implement risk-reduction techniques within the e-commerce system. A significant amount of research is required this direction to increase the e-commerce utilisation in Jordan market. The current study has only considered professional and educated people for quantitative analysis. However, people from all domains as well as regions are important to validate the proposed model.
According to Filimban and Aljahdali (2010) study, statistical Meta-Analysis methods are applied to technology acceptance model in order to investigate the factor’s strength towards the acceptance of e-commerce. The investigation is conducted through literature review; existing findings and results in numerical terms and integrated to enhance the broader perspective and knowledge of consumers and users adoption towards the e-commerce services technology acceptant model. The factors considered in e-commerce technology acceptance model are PEOU, PU, attitude (AT), and level of usage (LU), Based on the Meta-Analysis, Filimban and Aljahdali (2010) found that, 32 studies measured the effect of PEOU on the PU, 22 studies measured the effect of PEOU on the AT, 26 studies measured the effect of PU on the AT, 24 studies measured the effect of AT on LU and 20 studies measured the effect of PEOU on LU and 31 studies measured the effect of PU on the LU. It is recommended that, consumer’s acceptance of e-commerce increases through appropriate software design, aggressive business advertisement, clear privacy policies and related training, and secure protection. Filimban and Aljahdali (2010) study claim that this study will help research community in the area of e-commerce technology acceptance to get a deeper understanding of factors influencing e-commerce technology. In addition, organisation will clear understanding to define their strategies to improve and increase the usage of e-commerce.
Indicating to Hu et al. (2001) study, the Arabian region is selected due to have sociocultural contextual dissimilarities from developed countries in the U.S., Europe, or Asia in order to understand the phenomenon of technology acceptance by individuals. A factor model is developed based on the technology acceptance model (TAM) and to validate that model over 1000 survey samples were collected from 56 different organisations in Saudi Arabia. The results and analysis of the developed model based on partial least squares (PLS) suggest that PU affect attitude and intention; PEOU influences perceived usefulness and attitude. Moreover, subjective norms as well as perceived behavioural control appear to impact intention (Hu et al., 2001). From the subjective norm perspective, male workers have shown significant intention to utilise technology compared to female workers. The results provided in Hu et al. (2001) are based on the single research study, re-examination of generic theory and model, gender effect, computer technology and inclusion of broader set of factors such as management support, user participation, training, reward systems or incentives. Future work will be focused to consider sociological factors such as normative belief, motivation to comply and power distance in addition to social norm. It addition the integration of different technologies to validate this model will help organisations as well as individuals towards the acceptance of technology.
In Ikart (2005) study, the technology acceptance model (TAM) is extended by including the social factors, habits and facilitation conditions in order to investigate the behaviour of executives towards the adoption and usage of executive information systems (EIS) in their roles. Based on the theoretical research framework, the hypotheses in Ikart (2005) study suggests that the executive’s behaviour positively relates to the habits (EIS experience, EIS management ability to use EIS), facilitating conditions (EIS development process, organisational environment) and social factors (subjective norms, values, roles and social situation variables). It is suggested that the PU and PEOU of EIS are directly related with years of executive’s experience. In addition, the PU and PEOU towards EIS increase with utilisation and engagement of executive with EIS. Based on the theoretical analysis, Ikart (2005) claims that the results will help to enhance the management practices in organisation as well as researchers to come with new challenges in this field. Future work will be focused to extend this theoretical analysis to understand and to provide an effective recommendation of choice of executives in using EIS. The future results will help the developers and implementer of EIS to understand the executive’s requirements towards the usability of EIS in workplace.
According to Manochehri and Sharif (2010) study, the attitude of student’s learning is analysed towards the acceptance of new classroom technology. Gulf Cooperation Council (GCC) Region University was selected for research analysis due to its current adoption of new classroom technology. The proposed considered on the basis of technology acceptance model (TAM) along with ease of technology use and learner’s attitude towards technology. The survey samples were collected between females and males with 2:1 ratio between the ages of 17-30 years with majority from College of Business and Economics followed by Engineering and Arts and Sciences. It is identified that use of classroom technologies such as interaction and communication channels enhance the self-directed learning (Manochehri and Sharif ,2010). In addition, it is observed that use of classroom technology is not impacted by prior expertise. The study will help university to identify the students learning attitude towards new technology to improve the future utilisation of the class technology for learning. Manochehri and Sharif (2010) study presents limitation in terms of research limited to only one institute, unbalanced responses (more females compared to males) and quantitative research design. The future work will focus to extend the proposed model by including relevant training, technical and maintenance support, group analysis with reference to gender, college, and age. In addition, different regions must be considered for a wide validation of the proposed model.
Indicating to Mardaneh et al. (2012) study, to analyse the acceptance of green productions by consumers in Iran, a review of previous studies is conducted. A framework based on the literature review of 8 different consumer acceptance theories such as (theory of reasoned action (TRA), Technology acceptance model (TAM), Motivational Model (MM), Theory of Planned Behaviour (TPB), Combined TAM and TPB (C-TAM-TPB), Model of PC Utilisation (MPCU), Innovation Diffusion Theory (IDT), Social Cognitive Theory (SCT)), is proposed by integrating the technology acceptance model and Innovation Diffusion Theory (IDT). The study by Mardaneh et al. (2012) includes following three variables perceived usefulness (work more quickly, job performance, increase productivity, effectiveness, make job easier and useful), perceived ease of use (easy to learn, controllable, clear and understandable, flexible, easy to become skillful and easy to use) and image in addition to one mediated variable known as attitude and one dependent variable as intention to use. The framework is based on the theoretical concepts. There are no survey samples or researched conducted, hence no statistical analysis in order to evaluate and validate the proposed framework. It is assumed that research of consumer’s market towards the acceptance of green products and its validation will be considered in future work.
In Moghadam et al. (2009), acceptance of e-learning is evaluated by extending the technology acceptance model (TAM) by including the subjective norm, personal innovativeness in domain of information technology and self-efficacy. The proposed model is evaluated by exploiting the survey based on seven-point likert scale (from strongly disagree to strongly agree) from 155 Iranian university students and evaluated the proposed model using structural equation modelling approach using LISREL. The results provided by Moghadam et al. (2009) identified that in the domain of IT, and personal innovativeness has direct impact on self-efficacy. In addition, personal innovativeness with reference to IT and self-efficacy has a direct impact on PEOU. Moreover, the intention of students is influenced by the PU variable. This research in Moghadam et al. (2009) is based on only single institute and therefore an extended research is required to validate the proposed extended TAM model by counting students from different domains and regions. In addition, the inclusion of e-learning culture, infrastructure required to support e-learning, pressure of teaching facility to adopt e-learning should be included in future work.
According to Motlaq et al. (2012) study, two variables known as website quality and structural assurance of the web are considered in order to employ the technology acceptance model (TAM). The propose model is considered to analyse the trend of customer’s electronic trust towards the e-ticketing system of airlines in IRAN. The customers with online ticket purchasing experience were considered to collect samples based on the likret questions. The results identified by Motlaq et al. (2012) suggest the validation of proposed model as positive relationship between PEOU and PU, the website quality and the structural assurance with E-trust. In addition, it is observed that main limitation towards the adoption of e-ticketing system in IRAN is based on the secure transaction and legal structure. The reliability of the scale is validated by employing the Cronbach’s alpha value. The study will help airlines companies to understand the behaviour and factors involved to improve the online ticket booking system. The work proposed and validated by Motlaq et al. (2012) is only limited to single airport and only those responders who ever purchased an e-ticket for airline. Future work can include airports from all over the country including people of all ages and gender.
Indicating to Mouakkat (2010) study, the investigation is focused on the impact of the exogenous variables on attitude of customers towards the adoption of online banking. In addition, the objective of Mouakkat (2010) study is to understand the relative importance of exogenous factors on PEOU and PU, their nature and strength of the relationship in the technology acceptance model (TAM). A conceptual model and hypothesis is presented along with the implementation of structural equation modelling for validation of TAM towards the acceptance of online banking. Mouakkat (2010) extended the TAM model by including the exogenous factors such as computer self-efficacy, security issues, and website features for perceived ease of use (PEOU) and perceived usefulness (PU). Based on the results, it is identified that exogenous factors have strong impacts to motivate and encourage the customers to adopt the online banking services. The proposed study will be beneficial to bank managers in UAE as well as in other Arab countries to understand the customer’s trend towards the adoption of e-banking. The understating will help to redefine the new strategies to improve the service. The study has been limited to only UAE region only and therefore future work will focus to extend in other regions.
In Mouakkat (2010) study, author has extended the technology acceptance model (TAM) to investigate the utilisation of Enterprise Recourse Planning (ERP) system with reference to computer self-efficacy and ERP systems design features by employees in United Arab Emirates (UAE). In order to conduct the analysis, employees from different organisation with ERP implementation within UAE were selected for a questionnaire based survey. Mouakkat (2010) utilised the structural equation model in order to validate the relationship between the exogenous variables used in the hypothesis. Based on the results and analysis, Mouakkat (2010) identified that perceived usefulness and ease of use variables are significantly affected by computer self-efficacy and ERP systems design features. Therefore, successful adoption and utilisation of ERP systems requires an efficient implementation with self-efficacy and system design. The results will help organisations to motivate employees towards the utilisation of ERP for better experience and productivity. The future work will be focused to overcome the limitation of this work within the organisation of UAE. The model will be extended for validation in different gulf countries.
According to Muhammad and Gul, (2012) study, authors focused on investigating factors responsible for the adoption of e-banking among adult residents in Saudi Arabia. The technology acceptance model is extended and considered for the theoretical framework in order to analyse the adoption trend. The six independent variables were selected known as perceived usefulness, ease of use, compatibility, innovativeness, perceived credibility and trial-ability. The samples were collected via a questionnaire survey from students in Kingdom of Saudi Arabia by personal administration method. It is analysed that customers adoption towards internet banking have a propensity on following variables perceived ease of use, perceived usefulness, compatibility, innovativeness, perceived credibility. On the other hand, Muhammad and Gul (2012) claimed that the impact of trial-ability didn’t show significant impact towards the adoption trend. The consistency of these variables is tested by employing the Cronbach’s alpha values. The effects culture and technology are reduced by limiting the research scope within the Saudi Arabia. The study will help banking section and management to redefine their strategies to deliver e-banking services effectively and efficiently. Future research will extend the scope and limitation of the current research from adult students samples only to different age group as well professional workers from different universities and organisations.
Indicating to Rouibah et al. (2011) study, authors focused on investigating and analysing the adoption of camera mobile phones (CMP) in Kuwait. The results and analysis provided are based on the technology acceptance model (TAM2). Over 150 samples were collected from users in Kuwait and statistically analysed. The subjective norms, ease of use and camera usefulness are considered to investigate the intention to use CMP. The result shows that usefulness variable has strong impact compared to the social norm towards the intention to use CMP. Rouibah et al. (2011) claimed that when analysing the external variables (image, job relevancy, output quality, and result demonstrability) with subjective norms, ease of use and camera usefulness, it is observed that only the job relevancy applied on the intention to use via the usefulness variable of the proposed model. In addition, the comparison of Arabian and Western culture proved the validation of the model; however, the scope found to be slightly different in both cultures. This study will help organisation to define strategies based on the acceptance and usage of the CMP.
In Rouibah et al. (2006) study, authors focused on investigating and analysing the adoption, voluntary usage and impact of internet messing among students at Kuwait University. Over 600 student’s samples were collected via a questionnaire based survey in order to analyse the IM technology acceptance and behaviour using extended technology acceptance model (TAM). In addition to the perceived usefulness (PU) and perceived ease of use (PEOU), two cultural variables known as curiosity and compatibility and a technical variable known as prior similar experience were considered for this investigation. The results and proved the validation of TAM model; however, the validation scope is different from the North America compared to Kuwait and gulf countries. Rouibah et al. (2006) claimed that the acceptance of IM is significantly influenced by the PEOU variable compared to PU variable. Furthermore, the extended culture variables (curiosity and compatibility) affected the negativity of IM acceptance among students at Kuwait University. This study will help university and organisation to define their strategies to enhance and control the adoption of the IM technology. Future work will focus on the survey samples from diverse people along different universities and organisations to overcome the limitations of this research.
1.3.4 Unified Theory of Acceptance and the Use of Technology (UTAUT):
Please present these two references by summarising them as these papers summarised below (And put their full references in the bottom under the references list) – Everything mentioned about only (UTAUT) used in the paper:
AL-Harby, F., Qahwaji, R., & Kamala, M. (2010). Users’ Acceptance of Secure Biometrics Authentication System: Reliability and Validate of an Extended UTAUT Model. Networked Digital Technologies, 254-258.
Basri, W. S. M. (2012). Factors Affecting Information Communication Technology Acceptance and Usage of Public Organizations in Saudi Arabia.Signature, 18, 09.
In AbuShanab and Pearson (2007) paper, authors focused to understand and investigate the important factors responsible for the adoption of e-banking services in Jordan. A questionnaire based survey was conducted, and samples were collected from the customers of 3 different Jordan’s banks and analysed through regression analysis for the validation of Unified Theory of Acceptance and the Use of Technology(UTAUT) model within the context of internet banking. Based on the results and analysis, it is observed that UTAUT is a good candidate towards the research and analysis of future technology adoption. The customer’s intention to adopt internet banking had strong relationship with three main constructs namely, performance expectancy, effort expectancy, and social influence. It is also indicated that the relationship between independent constructs (performance expectancy, effort expectancy, and social influence) and dependent factor (behavioural intention) is moderated by gender (AbuShanab and Pearson, 2007). The results will help banking sector and managers to understand the adoption behaviour from customer’s perspective; the results will also help to know how to encourage and attract more customers towards e-banking. The future work will be focused to overcome the limitation of the research such as extending the survey from e-banking adopted end users. In addition, perspective from different countries is also crucial to understand the influencing factors towards the adoption of e-banking.
The authors in Alatawi et al. (2012) paper focused to investigate the factors responsible to influence the adoption of knowledge management (KM) systems in public sector organisations in Saudi Arabia. A conceptual model of KMS system is proposed for analysis; and to represent the technological context of the TOE framework, UTAUT model is considered. It is due to fact that UTAUT is based on the unified theory that constructs and provides a mapping with other constructs of adoption theory. A total of 21 hypotheses were selected including the technological, organisational and environmental contexts. Based on the hypotheses, 15 variables (Top Management Support, Organisational Readiness, IS Experience, Organizational Size, Organizational Culture, Strategic Planning, Organizational Infrastructure, Championship, Satisfaction with Existing System, and Perceived Financial Cost, Coercive Pressure, Mimetic Pressure, Normative Pressure, Role of IT, External IS Support and Sector Type) relevant to KMS were selected (Alatawi et al, 2012). The proposed research model is based on the theoretical analysis of the constructs taken from different studies; hence a validation test is required. The future work will be focused to collect the data from different organisation in Saudi Arabia to validate the propose model. Moreover, based on the results and analysis, implementation in different gulf countries will be considered.
Indicating to AlAwadhi and Morris (2008) paper, authors focused on the factors responsible to influence the adoption and use of e-government services in Kuwait. Based on the survey samples collected from over 800 university students (including 30% of males and 70% of females), UTAUT model is selected for the investigation. The UTAUT was modified by integrating performance expectancy (in terms of saving time, money and efforts benefits) and facilitating communication with government. The modified model also considered the influence of moderators (gender, Internet experience and type of academic course). A seven point likert scale ranging from 1 “strongly disagree” through to 7 “strongly agree” survey is chosen for responders to register their response for given constructs (AlAwadhi and Morris, 2008). Based on the results, it is identified that the role of peer influence, performance expectancy and effort expectancy has significant positive impact on the student’s behavioural intention towards the adoption of e-government services. It is observed that for an operative adoption of e-government, it is crucial to widespread the e-government services by conducting workshops, campaigns and training sessions. It will help citizens as end users to get most out of the adopted services, hence resulting in successful adoption of e-government services in Kuwait.
According to Alshehri et al. (2012-a) paper, authors focused to investigate and analyse the key factors responsible towards the adoption of e-government service among citizens in the Kingdom of Saudi Arabia (KSA). For analysis, UTAUT model is considered and modified. Based on the statistical analysis using AMOS tools and implementation of structural equation model on the survey samples collected from KSA. Based on the results, it is identified that acceptance as well as adoption of e-government is significantly influenced by the Unified Theory of Acceptance and the Use of Technology (UTAUT) constructs. It is therefore, a proper integration of these constructs into the e-government services for public section is crucial and demanding (Alshehri et al, 2012-a). The proposed modified model will help governmental organisations to focus on the influencing factors to improve and adopt the technology towards e-government.
For the successful adoption of e-government, a best quality website plays an important role. In Alshehri et al. (2012-b) paper, authors focused to investigate and analyse the impact of website quality on the adoption of e-government service among citizens in the Kingdom of Saudi Arabia (KSA). The data collected through survey is analysed using structural equation model and AMOS tools to validate the UTAUT based proposed model. Based on the results and analysis, it is indicated that UTAUT constructs such as performance expectancy (PE), effort expectancy (EE), facilitating conditions (FC) and website quality (WQ) are significant to influence the Use Behaviour of e-government services in KSA. On the other hand, it is observed that social influence construct had little impact on e-government services. For the accessibly and usage perspective, it is observed that the quality of website, usability and support are key components to enhance the adoption of e-government services (Alshehri et al, 2012-b). The results and analysis will help KSA government to understand and improve the key factors responsible to influence the adoption of the e-government services. The future work will be focused to overcome the limitation of this work such as integration of moderator’s effects in addition to UTAUT constructs, different types of e-government services and validation of proposed model in other countries with the integration of trust, culture and privacy.
Indicating to Alzahrani and Goodwin (2012) paper, authors present a hypothetical framework in order to enhance the understanding, adoption and usage of e-government by integrating the unique features of the e-government among the citizens. Based on the amended UTAUT model, the proposed framework includes e-government characteristics in addition to trust, privacy, and Saudi culture and context. Based on the theoretical analysis and literature review, it is recommended that trust and privacy are significant factors and should be included in the proposed framework. It is assumed that privacy and trust correlate with each other positively as strong privacy will increase the level of trust on e-government services. In addition, the experience and voluntariness are proposed as part of the citizen’s demographic (age, Gender, voluntariness of use and experience), whereas Saudi culture (Arab and Islamic culture) will be considered as part of the moderating factor list (Alzahrani and Goodwin, 2012). The future work will extend this theoretical word with focus on testing and validating the proposed framework by defining research methods, and research instruments for measuring the constructs of the research model and analysis of data.
In Al-Gahtani (2006) study, factors responsible to facilitate and inhibit the information technology adoption in the region Saudi Arabia are investigated by employing the unified theory acceptance and use of technology (UTAUT). The data samples considered in this study are extracted from broader project financed by the Saudi Government covering major companies from 4 provinces including both public and private sectors. Data collected were analysed using PLS-Graph, partial least squares (PLS) and structural equation modelling (SEM) tool. For UTAUT, constructs known as performance expectancy, effort expectancy, social influence and facilitating conditions are considered in Al-Gahtani (2006) study. It is observed through results and analysis that UTAUT is partially supported in the context of Saudi Arabia as compared to TAM and TPB. Performance expectancy showed a strong positive influence on behavioural intention, whereas effort expectancy reflected in-significant positive influence on behavioural intention towards information technology. The validated study will help practitioners, policy makers and institutes to exploit information technology in an efficient and prominent way for better social and structural environs. In addition, this study provides a mature knowledge towards the applicability of model for information technology in the context of Saudi Arabia. The future work can be extended to consider the adoption model as per targeted intention and behaviour in the context of particular application.
According to Al-Gahtani et al. (2007) paper, authors have considered the UTAUT model in order to analyse the intention to use and usage behaviour with reference to the information technology (IT). The object of this paper is to provide an empirically validation of the modified UTAUT model along with the impact of cultural differences which impact organisations to adopt the IT. The survey samples were collected from over 700 experienced workers using a computer application in Saudi Arabia. Based on the model results and analysis, it is observed that the intention to use has 39.1% variance, whereas usage behaviour has a variance of 42.1% behaviour. It is identified that an individual end user’s beliefs and perceptions can influence on his or her decision to adopt the information technology. Moreover, the region like gulf represents a marginal of the work force for women; therefore, it is difficult for women to understand, accept and adopt information technology compared to men work force. In addition, the impact of cultural difference on the adoption of information technology in America and Saudi Arabia is considered and analysed based on the defined hypothesis (Al-Gahtani et al, 2007). The analysis will help organisation to understand the intention and usage behaviour of work force towards the adoption of information technology.
Indicating to Al-Ghamdi and Dasgupta (2012) paper, authors focused on the gulf region (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and United Arab Emirates) in order to understand and analyse the acceptance as well as influence of social networking websites (Facebook, Orkut, Google+ etc.) among the female students in Saudi Arabia. The survey samples from over 200 students were collected; and understand the influence and acceptance of social networking websites, UTAUT model is considered for implementation. It is due to the fact that UTAUT model suggests the influence as well as intention to use behaviour is significantly impacted by the UTAUT independent variables such as performance expectancy, effort expectancy, social influence and facilitating conditions. In addition, the impact and relationship of gender, age and experience and voluntariness of use will be considered with UTAUT constructs. These relationships between independent variables and use are moderated by gender, age, experience, and voluntariness of use (Al-Ghamdi and Dasgupta, 2012). The results from the proposed model will help to understand the behaviour, intention and influencing factors from female perspective to adopt the social networking websites. It will also help to understand the impact due to the conservative societies that abides to Islamic tradition and culture.
In Al-Harby et al. (2009) paper, authors have considered and extended the UTAUT model in order to investigate the factors such as self-efficacy responsible to influence the adoption of biometric based authentication for e-commerce applications. Over 300 survey questionnaire samples were collected in a large scale lab experimental work at Saudi Arabia ranging from strongly agree to strongly disagree. A biometric system based on fingerprint authentication along with a survey to appraise the effect of self-efficacy that is developed to motivate and encourage. The four constructs of UTAUT are performance expectancy, effort expectancy, and social influence and facilitating conditions. In addition, UTAUT posits gender, age, experience and voluntariness of use as key variables were adopted from different studies using literature review (Al-Harby et al, 2009). Based on the results and analysis, it is observed that the proposed results for the adoption of fingerprint biometric system are effective and therefore they validate the UTAUT model as a good predictor. The analysis of the result based on the laboratory work and literature review will help organisations as well as decision makers to collect a clear picture of constructs and variables to understand the adoption of biometrics authentication for e-commerce applications and their security.
In Qatar, UTAUT was used to investigate the adoption of e-government services. To collect primary data, 1179 citizens were asked. The results shows that PE and SI significantly affect BI to adopt e-government. On the other hand, EE was not shown to be a strong predictor in this model. Moreover, BI significantly affects the e-government adoption behaviour, whereas FC was not seen to be a strong predictor in this framework. To adopt e-government and e-government adoption behaviour, the focus in this paper was on five direct determinants of behavioural intention. To influence e-government adoption, gender, age and education level were used as direct determinants (Al-Shafi and Weerakkody, 2010). To adopt e-government in Qatar as well as other gulf and regional countries, future work will be focused to inverstigate adoption factors. For example, culture and trust that may influence the citizen’s intention. In addition to this, extending this model to other GCC and regional countries, and drawing comparative analysis of e-government adoption will positively contribute to the field.
According to Al-Shafi and Weerakkody (2009) paper, authors have focused to investigate and analyse the behavioural intention of Qatar’s citizens to adopt the rapidly growing e-government technology. By conducting open-ended interviews with citizens and researchers (including males and females), Unified Theory of Acceptance and Use of technology (UTAUT) model is selected and extended to understand the adoption and diffusion of e-government. In order to formulate the research hypothesis, three independent (performance expectancy, effort expectancy and social influence) and one dependent factor (intention to use) were considered in addition to age and internet experience. Based on the statistical analysis, it is indicated that the UTAUT constructs such as performance expectancy, effort expectancy, social influence and behavioural intention have significant positive relationship towards the adoption and diffusion of e-government in the state of Qatar. Cronbach’s coefficient alpha values were considered to observe the consistency and the reliability of the constructs. In addition, it is observed that gender, age and internet experience are insignificant in terms of predicting the behavioural intention to use e-government services (Al-Shafi and Weerakkody, 2009). Future work will be to extend this study from one state to different gulf countries to understand the efforts required to adopt and diffuse the e-government from a citizens’ perspective.
Indicating to Al-Sobhi et al. (2011) paper, the importance of intermediaries in the adoption of e-government is investigated by adopting UTAUT model. The perception as well potential influence of citizens of Madinah city in Saudi Arabia on the adoption of e-government is considered for the validation of UTAUT model. A survey was conducted and based on the results and analysis, it is concluded that the adoption of e-government is significantly dependent on the efforts of the citizens, their trust of the internet as well as their trust on the intermediary organisations. Moreover, the simplifying circumstances of the intermediary organisations have a noteworthy impact on the usage of e-government services. The development and improvement of public sector interest in e-government technology has been highlighted by the diversion of public administration towards the public centred services (Al-Sobhi et al., 2011). The results and analysis will help citizens to understand the intermediaries’ services and their integration and impact on the adoption of e-government and the benefits. In addition to trust factor as focus in this paper, risk and privacy are significant factors with reference to the e-government adoption and therefore a validation is required.
In Hamidfar (2008) thesis work, the investigation and analysis is based on the adoption of electronic health records (EHR) in Iranian health care industry. Over years, EHR are put into practice but still it is not adopted by many hospitals throughout the world. In order to analyse the factors influencing staff’s intension to use EHR in Iranian hospitals, an extension of UTAUT is proposed and validated. For validation, data is collected from 6 different hospitals in IRAN and evaluated using structural equation model. The results strongly validated the added UTAUT factors known as representing the facilitating conditions and personal innovativeness in IT with reference to behavioural intention towards the adoption of EHR. In addition, performance expectancy, effort expectancy and social influence showed significant intention towards the adoption. Moreover, the social influence of women with reference to behavioural intention is stronger compared to men. The results and analysis will help hospital management in order to understand the staff intention to use new technology and to understand the different factors influencing the adoption of technology (Hamidfar, 2008). The future work will be focused to overcome the limitation such as limited hospitals, limited contribution from hospital management, non-probability and voluntary implementation. In addition, longitudinal research will be considered in order to analyse the factors influencing EHR adoption.
According to Oshlyansky et al. (2008) paper, authors have focused on 9 different countries including Saudi Arabia in order to understand, analyse and validate the cross-culturally validation of HCI tools. By exploiting the survey details from undergraduate and post-graduate students, UTAUT model is considered for validation. Principal Component Analysis (PCA) and Kruskall-Wallis were used to analyse and establish a relationship between the different UTAUT constructs factors such as Performance, Effort Expectancy, Attitude, Social, Self-efficacy and Anxiety. The collected data were balanced with reference to education, age and access to technology. Based on the results, it is analysed that UTAUT constructs have significant influence in all survey countries. The gender, age and experience have highly influenced the social construct and therefore it is proved as worst construct compared to other constructs; whereas, the performance expectancy construct is shown to be significant UTAUT construct. It is analysed and validated that UTAUT model can be placed in cross culturally execution, outside its origin and language country (Oshlyansky et al, 2008). The results will support HCI as well as practitioners to integrate the UTAUT model without the influence of cross cultured environment. Future work is required in order to conduct Kruskall-Wallis post tests and validating data from more countries
Indicating to Zolfaghar et al. (2008) paper, authors have focused on the location based advertisement by exploiting the location-service technology in communication networks. By providing a review of different location based advertisement, an investigation is conducted for factors responsible to influence this technology. In order to understand and analyse the acceptance of this technology from consumers perspective, unified theory of acceptance and use of technology (UTAUT) model is modified by considering utility expectancy, trust, effort expectancy and control. By exploiting the survey details, a statistical analysis is conducted for the validation of proposed hypothesis. It is observed that utility expectancy and effort expectancy are significant factors for the acceptance of location based advertisement on consumer’s mobile phones. It is further identified that, trust and the control on advertisement flow are crucial to understand the behavioural intentions of the consumers (Zolfaghar et al. 2008). The analysis and results will help the marketing leaders to understand the concept and influencing factors behind it to develop and enhance the user experience and acceptance of location based services using mobile technology. Future work will focus on the survey samples from multiple sources on large scale for the validation of this proposed framework.
1.4 Challenges and Future Research Direction toward TPB, TRA, TAM and UTAUT in the Middle East:
It is true to say that western countries have and still contributed significantly towards the development of emerging technologies. The acceptance of emerging technologies outside of the western countries, especially in the Middle Eastern (ME) countries is not only challenging but also a risk to business and country due to the strong influence of cultural, social and religious boundaries. Therefore, end-users’ behaviour, limitations, their intentions and related influencing factors towards the adoption and use of technology are crucial and required extra analysis for mature understanding, integration and sustainability. The decision makers, management, developers and designers from governmental service to private institutional services and from small scale to large scale enterprises demand a strong acceptance validation model before business cost for technological deployment.
It is due to the fact that the adoption of emerging Information Technology (IT) has a strong impact on business as well as social development in the context of developing countries. Over the years, investigation towards the adoption and use of IT has been conducted using different models such as the Technology Acceptance Model (TAM), the Theory of Planned Behaviour (TPB), the Theory of Reasoned Action (TRA) and the Unified Theory of Acceptance and Use of Technology (UTAUT). Based on the extensive literature review, it is observed that the majority of these studies with extension, medication and testing has been found with significant limitation as discussed below. In addition, applications with significant potential towards development of countries are also discussed.
The collection of data samples through surveys, interviews and focus groups has a huge impact towards the testing and validation of hypothesis. The data collected from one city, one group of people or organisation may have a different analysis compared to other multiple groups. Therefore, a generalised model is required with consideration of diverse range and calibre of people and wider scope within all ME countries. It is true to say that IT applicability varies for application to application; however, a successful validation of technology acceptance with a broader scope within all ME countries will reflect a potential sustainability of technology for development of developing countries.
The survey samples in the majority of the literature have considered single take hence single time for collection. As such, data samples collected from patients or students in summer may have different response hence the impact on hypothesis testing and validation compared to data collected during the winter. The analysis based on the collection at different times will help to understand the potential and sustainable trend towards the acceptance of IT services.
The statistical analysis phase survey data is a crucial phase to understand the relationship between different factors and their impact on the acceptance as well as intention to use technology. The statistical analysis, is wide filed, provides numerous methods and techniques for analysis. The implementation and comparison of different statistical techniques reflect potential relationship difference among influencing factors. The majority of the literature for TAM, UAUT, TRA and TPB is focused on the Structural Equation Modelling, Partial Least Squares, Regression and Cronbach Alpha. The implementation and analysis towards the applicability of these models for a specific application using different statistical analysis techniques may reflect diverse reflections for decision makers and management in the context of acceptance and intention to use technology behavior.
The applicability of these models has been studied from western to non-western perspective based on diverse range of applications. It is observed that the majority of the application selected within the context of ME are based on e-learning, e-banking, e-government, e-shopping, Islamic banking, knowledge sharing and many more. However, there are many applications which require deeper and mature analysis towards the acceptance in the ME countries such as Mobile Internet, Mobile Government and Smart-Home Technologies.
The limitation and applications discussed above have huge potential and can play a significant role towards the development of ME countries. Therefore, an investigation of influencing factors towards the acceptance of these technologies with wider scope will not only help to boost development but also create diverse challenging research directions.
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