Adoption intention in GSS: relative importance of beliefs

Models used to study information technology (IT) adoption were adapted and applied to the group support systems (GSS) domain to determine their applicability and to assess the relative importance of beliefs about GSS in the context of adoption. The beliefs examined were relative advantage, ease of use, compatibility, and enjoyment. Four methods of measuring the relative importance of the belief constructs in predicting GSS adoption intention were evaluated. The methods involved Likert-scaled measures, conjoint measures, direct ratings of importance, and paired comparisons. Compositional analyses using three distinct models, regression, molar, and molecular, were conducted to examine the data collected under the first method. The results of the study demonstrated that the models and constructs used in other IT domains are indeed applicable in the GSS context. The relative importance of the beliefs did not converge across methods, although there was some agreement among the three compositional approaches as well as among the conjoint, direct rating, and paired comparison methods. The results point to the need for caution in utilizing and interpreting regression results and demonstrate the viability of alternative methods of studying adoption.