Reexamining Technology Acceptance in Online Task Behaviours

With rapid advances in information technology, information systems and software have become more versatile and multi‐functional. However, users may have varying degrees of preferences to different functions and tasks that can be accomplished using a single technology. In order to investigate this phenomenon, this study adopts a previous study by Gefen and Straub (2000) as a reference point and uses Internet technology to investigate two tasks: information search and online purchasing. The current study provides a more comprehensive picture of applying task behaviours by decomposing each variable in the technology acceptance model (TAM) according to the two online tasks. The proposed model was tested with survey data from 435 respondents. Results demonstrate that TAM holds its explanatory utility very well when applied to task behaviours. Convergent and discriminant validities indicate that each task possesses its own characteristics and variables. A structural equation modelling test was performed and the...

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