Determinants of Self-Service Analytics Adoption Intention: The Effect of Task-Technology Fit, Compatibility, and User Empowerment

Theincreasingpopularityofself-serviceanalytics(SSA)isempoweringbusinessuserstoanalyzedata andgenerateactionableinsightsautonomously.WhiletherearemanybenefitstoSSAtools,thereis ascarcityofresearchonthefactorsinfluencingtheiradoptioninbusinessorganizations.Thisarticle presentsanextendedtechnologyacceptancemodel(TAM)thatincorporatesthetask-technologyfit (TTF),compatibility,anduserempowermentascriticalantecedentsofusers’intentiontoadoptSSA toolsforreportingandanalyticstasks.Totesttheproposedmodel,datawerecollectedthrougha questionnairesurveyof211businessusersworkingindifferentindustriesinJordan.Thecollected datawereanalysedusingstructuralequationmodeling(SEM).Theresultsofthisstudydemonstrate thatthetask-technologyfit,compatibility,anduserempowermentaresignificantpredictorsofusers’ perceptionsofusefulnessandeaseofuseofSSAtools.Bothofperceivedusefulnessandperceived ease of use have a positive effect on users’ intention to adopt SSA tools. Collectively, all these factorsaccountfor51.6percentofthevarianceinthebehavioralintention.Thefindingsofthisstudy provideseveralkeyimplicationsforresearchandpractice,andthusshouldcontributetothedesign andadoptionofmoreuser-acceptedSSAtoolsandapplications. KEywORDS Business Organisation. Compatibility, Decision Support, Self-Service Analytics, Task-Technology Fit, Technology Acceptance Model, User Empowerment

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