An empirical analysis of the antecedents of adoption of online services: A prototype-based framework

Purpose – Online services have replaced many services that were delivered through other avenues. However, adoption of them has varied significantly. This paper seeks to expand on technology adoption theories by integrating them with those exploring service innovation and attempts to explore factors that help or hinder the attitude towards using online services. Thus, the study aims to provide insight into attributes to which developers and designers of such services should pay attention.Design/methodology/approach – The study accomplishes the purpose stated above through testing a framework that was developed as a result of critical literature review, interviews, a brainstorming session, an expert focus group and a final large‐scale survey. A set of prototypes was developed as alternative interfaces for the online service.Findings – In addition to finding that usefulness and ease of use are affecting the intention to use in the case of online services, the paper also identified that users were positively ...

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