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Predicting E-Services Adoption: A Perceived Risk Facets Perspective

Abstract:Internet-delivered e-services are increasingly being made available to consumers; however, little is known about how consumers evaluate them for potential adoption. Past Technology Adoption Research has focused primarily on the positive utility gains attributable to system adoption. This research extends that approach to include measures of negative utility (potential losses) attributable to e-service adoption. Drawing from Perceived Risk Theory, specific risk facets were operationalized, integrated, and empirically tested within the Technology Acceptance Model resulting in a proposed e-services adoption model. Results indicated that e-services adoption is adversely affected primarily by performance-based risk perceptions, and perceived ease of use of the e-service reduced these risk concerns. Implications of integrating perceived risk into the proposed e-services adoption model are discussed.

摘要:互联网提供的电子服务越来越多地提供给消费者;然而,人们对消费者如何评估潜在的采用情况知之甚少。过去的技术采用研究主要关注系统采用所带来的积极效用收益。这项研究将这一方法扩展到包括可归因于电子服务采用的负面效用(潜在损失)的测量。借鉴感知风险理论,在技术接受模型中对特定的风险方面进行了操作、集成和经验测试,从而形成了拟议的电子服务采用模型。结果表明,电子服务的采用主要受到基于绩效的风险认知的不利影响,人们认为电子服务的易用性减少了这些风险担忧。讨论了将感知风险整合到拟议的电子服务采用模型中的含义。

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