Theoretical Intersections Among Social Influences, Beliefs, and Intentions in the Context of 3G Mobile Services in Singapore: Decomposing Perceived Critical Mass and Subjective Norms

This study examined the distinctiveness of two primary factors of social influence (perceived critical mass [PCM] and subjective norms [SN]) and their theoretical relationships with beliefs and behavioral intentions (BI) in the context of 3rd generation (3G) mobile services in Singapore. The findings revealed that both social influence (PCM in particular) and cognitive instrumental processes (perceived usefulness [PU] and perceived ease of use) significantly influenced BI. Exploratory and confirmatory factor analysis demonstrated the importance of distinguishing between PCM and SN. PCM strongly influenced BI both directly and indirectly by changing the utility (i.e., externalities) and the normative beliefs surrounding the new technology (i.e., descriptive norms). SN, however, influenced BI indirectly through PCM and PU. Intersections theoriques des influences sociales, des croyances et des intentions dans le contexte des services mobiles 3G a Singapour : decomposer la perception de masse critique et les normes subjectives Hichang Cho Cette etude s’est penchee sur la particularite de deux principaux facteurs d’influence sociale, la perception de masse critique (PMC) et les normes subjectives (NS), et sur leurs relations theoriques avec les croyances et les intentions comportementales (IC) dans le contexte de services mobiles de troisieme generation (3G) a Singapour. Les resultats ont revele que l’influence sociale (en particulier la PMC) et les processus instrumentaux cognitifs (la perception d’utilite [PU] et la perception de convivialite [PC]) influencaient de facon significative les IC. Des analyses factorielles exploratoires et confirmatoires ont demontre l’importance de differencier la PMC et les NS. La PMC a fortement influence les IC tant directement qu’indirectement en modifiant l’utilite (c.-a-d. les externalites) et les croyances normatives entourant la nouvelle technologique (c.-a-d. les normes descriptives). Les NS, d’un autre cote, ont influence les IC indirectement par le biais de la PMC et de la PU. Mots cles : perception de masse critique, normes subjectives, normes descriptives, influences sociales, nouveaux medias de communication Theoretische Schnittmengen von sozialem Einfluss, Meinungen und Intentionen im Kontext von 3G Mobilangeboten in Singapur: Der Verfall der wahrgenommenen kritischen Masse und subjektiver Normen Hichang Cho Die Studie untersucht die Besonderheit zweier Hauptfaktoren des sozialen Einflusses (wahrgenommene kritische Masse und subjektive Normen) und ihre theoretischen Beziehungen zu Meinungen und Verhaltensintentionen im Kontext der dritten Generation von Mobilserviceangeboten in Singapur. Die Ergebnisse zeigen, dass sowohl sozialer Einfluss (insbesondere wahrgenommene kritische Masse) und kognitive instrumentelle Prozesse (wahrgenommene Nutzlichkeit und wahrgenommene Einfachheit der Nutzung) Verhaltensintentionen signifikant beeinflussen. Explorative und konfirmatorische Faktorenanalyse verdeutlichen, wie wichtig es ist, zwischen wahrgenommener kritischer Masse und subjektiver Norm zu unterscheiden. Wahrgenommene kritische Masse beeinflusst Verhaltensintentionen direkt wie indirekt stark, indem es die Nutzlichkeit (z.B. externe Effekte) und normative Meinungen zur neuen Technologie (z.B. deskriptive Normen) verandert. Subjektive Normen auf der anderen Seite beeinflussten Verhaltensintentionen direkt durch die wahrgenommene kritische Masse und wahrgenommene Nutzlichkeit. Schlusselbegriffe: wahrgenommene kritische Masse, subjektive Norm, deskriptive Norm, sozialer Einfluss, neue Kommunikationsmedien Las Intersecciones Teoricas entre las Influencias Sociales, las Creencias, y las Intenciones en el Contexto de los Servicios Moviles de 3G en Singapur: Descomponiendo la Masa Critica Percibida y las Normas Subjetivas Hichang Cho Communications and New Media Programme National University of Singapore Singapore, 117570 Resumen Este estudio examino la distincion entre 2 factores primarios de la influencia social (la masa critica percibida [PCM] y las normas subjetivas [SN]) y sus relaciones teoricas con las creencias y las intenciones de comportamiento (BI) en el contexto de los servicios moviles de la tercera generacion (3G) en Singapur. Estos hallazgos revelaron que ambos, la influencia social (PCM en particular) y los procesos instrumentales cognitivos (la utilidad percibida [PU] y la facilidad de uso [PEOU]) influenciaron significativamente el BI. Los analisis de factores exploratorios y confirmatorios demostraron la importancia de distinguir entre la PCM y las SN. La PCM influencio fuertemente al BI directa e indirectamente mediante el cambio de la utilidad (a saber, externalidades) y las creencias normativas alrededor de la nueva tecnologia (a saber, las normas descriptivas). Las SN, por otro lado, influenciaron el BI indirectamente a traves de la PCM y la PU. Palabras claves: Masa Critica Percibida, Normas Subjetivas, Normas Descriptivas, Influencias Sociales, Nuevos Medios de Comunicacion

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