The modified theory of planned behavior applied to e-government service acceptance
The theory of planned behavior (TPB) has been expanded and modified to explain individual acceptance of information systems (IS) product and B2C e-commerce service. In this paper we employ the modified TPB model as a conceptual framework to assess the effects of three key beliefs of TPB: attitude,subjective norm,and behavioral control,on e- government service acceptance and explain adopters behavioral intentions. Structural equation modelling (SEM) was applied to the data collected from 293 participants. The structural model fitted data acceptable provides verification of the modified model and supports its application to the context of e-government services. The results show that attitude and behavioral control have significant effects on intention,which are consistent with past research both on IS product and e-commerce service. The insignificant effect of subjective norm on intention found in this study is also consistent with the findings that the weak or insignificant effects exist in prior empirical literature on IS acceptance,but in contrast to the finding in a study on the acceptance of e-brokerage services,where subjective norm had a greatest effect on intention. Although we found a significant indirect effect of subjective norm on intention,the importance of subjective norm in the model needs further research to assess. This finding may partially make clear the important role of subjective norm in the modified TPB model in explaining the e-government acceptance behavior.
behavioral intention e-commerce acceptance e-government service structural equation modeling theory of planned behavior
Hao-erl Yang Yung-hsin Wang
Department of Business Management Tatung University,Taipei Department of Information Management Tatung University,Taipei
国际会议
The First International Conference on Management Innovation(ICMI 2007)(管理创新会议)
上海
英文
1002-1006
2007-06-04（万方平台首次上网日期，不代表论文的发表时间）