Intelligent agent's technology characteristics applied to online auctions’ task: A combined model of TTF and TAM

Abstract This study investigates the employment of intelligent agents in a web-based auction process, from the appropriate perspectives of the intelligent agent software, the consumer perception of its value, and the effect of this consumer perception on the intention to use information technology. The investigation established that consumer familiarity with the intelligent agent's technology characteristics were positively associated with six dimensions: technology characteristics, task characteristics, task–technology fit, technology acceptance, perceived intention to use information technology, and negatively associated with perceived risk. From the analysis of responses to a web-based survey of online auction users, a consumer's assessment of the importance of different attributes of agent technology depends on his/her view of the online auction task. Consumers primarily concerned with price negotiation considered learning ability and continuity to be the most important technology attributes, while for those concerned with item acquisition, goal-oriented and adaptive behaviors were considered the most important. The development of task–technology fit should seek to reassure users by minimizing risk, with mechanisms such as enhanced user reputation evaluation and secure payment systems.

[1]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[2]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[3]  Per E. Pedersen,et al.  An exploratory study of customers' perception of company web sites offering various interactive applications: moderating effects of customers' Internet experience , 2004, Decis. Support Syst..

[4]  Judy Chuan-Chuan Lin,et al.  Towards an understanding of the behavioural intention to use a web site , 2000, Int. J. Inf. Manag..

[5]  I. Ajzen.  The theory of planned behavior , 1991 .

[6]  D. Leonard-Barton,et al.  Managerial influence in the implementation of new technology , 1988 .

[7]  Dale L. Goodhue,et al.  Development and Measurement Validity of a Task-Technology Fit Instrument for User Evaluations of Inf , 1998 .

[8]  R. McAfee,et al.  Auctions and Bidding , 1986 .

[9]  Russell Beale,et al.  Agent-Based Interaction , 1994, BCS HCI.

[10]  Bill C. Hardgrave,et al.  Toward an information systems development acceptance model: the case of object-oriented systems development , 2003, IEEE Trans. Engineering Management.

[11]  Dale Goodhue,et al.  Task-Technology Fit and Individual Performance , 1995, MIS Q..

[12]  Daniel S. Weld,et al.  Intelligent Agents on the Internet: Fact, Fiction, and Forecast , 1995, IEEE Expert.

[13]  Rodney A. Brooks,et al.  A Robust Layered Control Syste For A Mobile Robot , 2022 .

[14]  Nancy L. Leech,et al.  IBM SPSS for Intermediate Statistics: Use and Interpretation, Fifth Edition , 2014 .

[15]  Ingoo Han,et al.  The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce , 2003, Int. J. Electron. Commer..

[16]  H. Chang,et al.  The relationship between network structure and international channel performance: a moderating effect of E-business activity , 2008 .

[17]  K. Grønhaug,et al.  Perceived Risk: Further Considerations for the Marketing Discipline , 1993 .

[18]  Ting-Peng Liang,et al.  Consumer Attitudes Toward Mobile Advertising: An Empirical Study , 2004, Int. J. Electron. Commer..

[19]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[20]  Young-Gul Kim,et al.  Extending the TAM for a World-Wide-Web context , 2000, Inf. Manag..

[21]  Magid Igbaria,et al.  User acceptance of microcomputer technology: An empirical test , 1993 .

[22]  Viswanath Venkatesh,et al.  Adoption of Collaboration Technologies: Integrating Technology Acceptance and Collaboration Technology Research , 2008 .

[23]  Paul A. Pavlou,et al.  Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior , 2002, MIS Q..

[24]  Colin George Harrison,et al.  Agent Sourcebook , 1997 .

[25]  Anthony D. Miyazaki,et al.  Consumer Perceptions of Privacy and Security Risks for Online Shopping , 2001 .

[26]  Girish H. Subramanian,et al.  A Replication of Perceived Usefulness and Perceived Ease of Use Measurement , 1994 .

[27]  Thompson S. H. Teo,et al.  Intrinsic and extrinsic motivation in Internet usage , 1999 .

[28]  Steve Sawyer,et al.  The Effective Use of Automated Application Development Tools , 1997, IBM Syst. J..

[29]  Rami Zwick,et al.  Auction on the internet - a preliminary study , 1999 .

[30]  Albert L. Lederer,et al.  TAM and the World Wide Web , 1997 .

[31]  Jane M. Howell,et al.  Influence of Experience on Personal Computer Utilization: Testing a Conceptual Model , 1994, J. Manag. Inf. Syst..

[32]  Timothy Paul Cronan,et al.  On the Test-Retest Reliability of Perceived Usefulness and Perceived Ease of Use Scales , 1993 .

[33]  Barbara D. Klein,et al.  User evaluations of IS as surrogates for objective performance , 2000, Inf. Manag..

[34]  Detmar W. Straub,et al.  Trust and TAM in Online Shopping: An Integrated Model , 2003, MIS Q..

[35]  Peter Norvig,et al.  Artificial Intelligence: A Modern Approach , 1995 .

[36]  Peter A. Todd,et al.  Understanding Information Technology Usage: A Test of Competing Models , 1995, Inf. Syst. Res..

[37]  Bernadette Szajna,et al.  Software Evaluation and Choice: Predictive Validation of the Technology Acceptance Instrument , 1994, MIS Q..

[38]  Deborah Compeau,et al.  Computer Self-Efficacy: Development of a Measure and Initial Test , 1995, MIS Q..

[39]  Eric C. Turner,et al.  Innovation diffusion and technology acceptance: The case of PKI technology , 2006 .

[40]  Detmar W. Straub,et al.  Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs , 1999, MIS Q..

[41]  Sucheta Nadkarni,et al.  A Task-Based Model of Perceived Website Complexity , 2007, MIS Q..

[42]  Dennis F. Galletta,et al.  Extending the technology acceptance model to account for social influence: theoretical bases and empirical validation , 1999, Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. 1999. HICSS-32. Abstracts and CD-ROM of Full Papers.

[43]  Blanca Hernández,et al.  Extending the technology acceptance model to include the IT decision-maker: A study of business management software , 2008 .

[44]  Pattie Maes,et al.  Artificial life meets entertainment: lifelike autonomous agents , 1995, CACM.

[45]  Gordon B. Davis,et al.  User Acceptance of Information Technology: Toward a Unified View , 2003, MIS Q..

[46]  Hsin Hsin Chang,et al.  Critical factors and benefits in the implementation of customer relationship management , 2007 .

[47]  Sidne G. Ward,et al.  Bidding Behavior in On-line Auctions: An Examination of the eBay Pokemon Card Market , 2002, Int. J. Electron. Commer..

[48]  Robert Phaal,et al.  Technology management tools: concept, development and application , 2006 .

[49]  Rosalind W. Picard.  Affective Computing , 1997 .

[50]  Diane M. Strong,et al.  Extending the technology acceptance model with task-technology fit constructs , 1999, Inf. Manag..

[51]  Albert H. Segars,et al.  Re-examining perceived ease of use and usefulness , 1993 .

[52]  Anol Bhattacherjee,et al.  Understanding Information Systems Continuance: An Expectation-Confirmation Model , 2001, MIS Q..

[53]  Kai Wang,et al.  A study of online auction sites in Taiwan: product, auction rule, and trading type , 2002, Int. J. Inf. Manag..

[54]  Antonis C. Stylianou,et al.  Global corporate web sites: an empirical investigation of content and design , 2003, Inf. Manag..

[55]  Tino Fenech,et al.  Exploratory study into wireless application protocol shopping , 2002 .

[56]  Fred D. Davis,et al.  A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies , 2000, Management Science.

[57]  J. Hair.  Multivariate data analysis , 1972 .

[58]  Fred D. Davis,et al.  Development and Test of a Theory of Technological Learning and Usage , 1992 .

[59]  Lei-da Chen,et al.  Enticing online consumers: an extended technology acceptance perspective , 2002, Inf. Manag..

[60]  Julian Ming-Sung Cheng,et al.  Consumer acceptance of the internet as a channel of distribution in Taiwan—a channel function perspective , 2006 .

[61]  Albert L. Lederer,et al.  The technology acceptance model and the World Wide Web , 2000, Decis. Support Syst..

[62]  Joseph J. Martocchio,et al.  Microcomputer playfulness: development of a measure with workplace implications , 1992 .

[63]  NysveenHerbjørn,et al.  An exploratory study of customers' perception of company web sites offering various interactive applications , 2004 .

[64]  Peter A. Todd,et al.  Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication , 1992, MIS Q..

[65]  Hsin Hsin Chang,et al.  Technical and management perceptions of enterprise information system importance, implementation and benefits , 2006, Inf. Syst. J..

[66]  Andrew B. Whinston,et al.  Radically New Product Introduction Using On-line Auctions , 2001, Int. J. Electron. Commer..