What Matters the Most? The Key Factors That Lead to a New Service Adoption
What Matters the Most? The Key Factors That Lead to a New Service Adoption
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什么最重要？
DOI：
10.1002/hfm.20407
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发表时间：
2016
影响因子：
2.4
通讯作者：
Seiji Endo
中科院分区：
文献类型：
--
作者：
Jun Yang;Jungkun Park;Seiji Endo
基于在线调查的数据，我们使用回归分析，实证性地确定了美国消费者对新服务VoIP（Voice over Internet Protocol）的采用意愿的关键因素。本研究对文献做出了以下贡献：1）我们的研究结果表明，强关系（即，家庭和朋友）对消费者采用新服务的意愿的影响比弱关系的影响更显著。2)我们还发现，对于一个真正新的产品/服务类别，如VoIP服务，消费者对技术（或产品类别本身）的信任比他们对赞助公司的信任更重要。3)消费者信任对感知绩效和感知努力水平也有调节作用。
On the basis of data collected from an online survey, we used regression analysis to empirically identify the key factors leading to consumers’ adoption intentions toward a new service, Voice over Internet Protocol (VoIP) in the United States. This study makes the following contributions to the literature: 1) Our results suggest that the influence of strong ties (i.e., family and friends) has a more significant impact on consumers’ adoption intentions for a new service than that from weak ties. 2) We also find that, for a really new product/service category, such as VoIP service, consumers’ trust toward technology (or the product category itself) matters more than their trust toward the sponsoring company. 3) Consumers’ trust also has a moderating impact on perceived performance and perceived effort level.