Consumer Behavior And Its Determinants In Technology .

International Journal of Scientific & Engineering Research, Volume 7, Issue 4, April-2016ISSN 2229-55181046Consumer behavior and its determinantsin technology oriented online servicedelivery channelDr. Indrajit SinhaABSTRACT: E-business is rapidly spreading in service industries. Customer that adopt this innovative way to buyservices like eticketing like airline,railway, bus ticket, .Some Customer in the same profile adopt online transaction atdifferent rates. Despite the rapidly changing landscape of on-line competition, many fundamental issues regarding theadoption of electronics based online services by Indian consumer remain unclear.Why do some customer activelyaccept and adopt to online services and others adopt at latter stage.After reviewing research paper in the areaofdiffusion of technlogy, technology acceptance model TAM and online shopping models, this paper has dealt withdeterminants like perceived usefulness, perceived ease of use, trust.Results of this study has established thatprospective Indian consumer will adopt to online service namely air/railway ticketing, booking of cab etc. only whenthey find it ease to use, there are usefulness and have relative advantange and they also find system to be trustable.Key words : Trust, perceived usefulness, perceived easeof use, online serviceIJSER—————————— ——————————IntroductionRapid advancement in the area ofinformation technology and arrival ofinternet has drastically changed thelandscape of the way the electronic shoppingand electonic ticketing for various servicesare carried out now a days around theworld. Consumer of service are lookingmore covenient way of trancting usingeplatform including purchase ticket.Similarly service provider are alsoincresingly finding useful provide servicethrough internet rather traditional way ofbooking.Despite the rapid increase, there isvery limited information on how and whycertain groups of adopt to online serviceswhile others accept e-services reluctantly.Technology Acceptance Model (TAM)Figure 1 Technology Acceptance ModelFred Davis established that among the manyvariables that may influence system use,previous research suggests two variables arekey to software application use. First,potential users tend to use or not use anapplication to the extent they believe it willhelp them perform their job better and this isrefer as perceived usefulness. Second, evenIJSER 2016http://www.ijser.org

International Journal of Scientific & Engineering Research, Volume 7, Issue 4, April-2016ISSN 2229-5518if potential users believe that a givenapplication is useful, they may, at the sametime might perceived that the systems is toohard to use and that the performancebenefits of usage are outweighed by theeffort of using the application. That is, inaddition to usefulness, usage is theorized tobe influenced by perceived ease of use.Themeasures presented in F.Davis’ study targetemployee acceptance of organizationalsoftware, but these measures have been1047been widely established in the field of onlineservice delivery channel (Liao and Cheung,2002, Laforet and Li, 2005,Guriting andNdubisi, 2006;Jaruwachirathanakul,Eriksson et al., 2005;;Polatoglu and Ekin, 2001;). According tothem usefulness is the subjective probabilitythat using thetechnology would improve theway a user could complete a job. Thus fromabove stated work clearly stated usefulnessof technology as an important issues inconsidering a technology based onlineservice to be adopted or not.Research question 1:Does perceivedusefulness have positive effect on customeradaptation online services?IJSERtested and validated for various typeusers,experienced and inexperienced, typesof systems, word processing, spreadsheet,email, voice mail, etc., and gender ( Jacksonet al., 1997; Chau, 1996; Karahanna &Straub, Doll et al., 1998;1999; Venkatesh &Davis, 2000; Venkatesh & Morris, 2000).Studies have also usedTAM to evaluate user adoption of ecommerce (Gefen & Straub, 2000; Moon &Kim, 2001;Gefen et al., 2003; Pavlou, 2003).The Perceived UsefulnessDefinition of the word useful: "capable ofbeing used advantageously." Perceivedusefulness explains the user’s perception tothe extent that the system will improve theuser’s place of work performance. A systemhigh in perceived usefulness, in turn, is onefor which a user believes in the existence ofa positive use-performance relationship.Significance of perceived usefulness hasHypothesis 1: Perceived usefulness haspositive effect on customer adaptation.Perceived Ease Of UsePerceived ease of use explains the user’sperception of the amount of effort required toutilize the system or the extent to which a userbelieves that using a particular system will beeffortless (Davis et al., 1989; Riemenschneideret al., 2002). The definition of "ease": "freedomfrom complexity or great endeavor." Effort is afinite resource that a person may allocate to thevarious activities for which he or she isresponsible (Radner and othschild, 1975). Allelse being equal, we claim, an applicationperceived to be easier to use than another ismore likely to be accepted by users. Tornatzkyand Klein (1982) find that compatibility, relativeadvantage, and complexity have the mostconsistent significant relationships across abroad range of innovation types Rogers statedthat perceived ease of use is the degree towhich consumers perceive a new product orservice as better than its substitutes (Rogers,1983). Similarly, Zeithaml et al. (2002) statedthat the degree to which an innovation is easyto understand or use could be considered asIJSER 2016http://www.ijser.org

International Journal of Scientific & Engineering Research, Volume 7, Issue 4, April-2016ISSN 2229-55181048perceived ease of use. Study above litertureindicates ease of use of technology as onedetrminant to be explore for adoptation onlineservice.Hypothesis 3: Trust has positive effect oncustomer adaptation.Research question 2:Does perceived Ease OfUse have positive effect on customer adaptationonline services?Literature review reveales that a great dealof analysis and research were conducted inthis area of TAM, DOI and Trust in workplace / ecommerce environment and wereconducted in international environment butnot enough is known regarding howcustomers perceived and assess technologyenabled services in India.The areas which requires careful study,analysis and research are following :Hypothesis 2: Perceived Ease Of Use haspositive effect on customer adaptation.TrustTrust is uncertainty that is involve in socialand economical transaction.Ttrust is alsoexplained as the degree to which a personperceives a particular technology solution assecure and trustworthy. Disposition to trustis the extent to which a person is willing totrust others In enviroment trasaction anelements of trust is required, especiallythose conducted on uncertain environmentof online transaction (Ba, S., and Pavlou,PA, Lee, H.C) . Mistust has been solicited asone of the important reasons for customernot adopting in online service(Keen,P.G.W). Americans citizens believe that egovernment has the possibility to improvethe way government operates, but that theyhave ‘concerns about sharing personalinformation with the government over theinternet, fearing that the data will bemisused and their privacy diminished’(GAO, 2001). Therefore one may rationallyargue that the significance of trust has beenelevated in e-commerce because of the highdegree of uncertainty present in most on-linetransactions(Fung, R et al.). Studying abovelitreture We like to consider trust in ourresearch as one the variable in our sttudy.Objective of the studyA. Variablesnamelyperceivedusefuleness, perceived ease of usean in Technology acceptance model,diffusion of innovation as publishedby researchers in work businessenvironment, whether these areapplicable for acceptance and usageof technology by customer of onlineservicesIJSERResearch question 3:Does Trust havepositive effect on customer adaptationonline services?B. Some of the factors of trust that areimportant in interpersonal service areapplicable in technology basedonline services.H1H2H3IJSER 2016http://www.ijser.orgPerceived UsefulnessPerceived Ease Of UseCustomerAdoptationTrust

International Journal of Scientific & Engineering Research, Volume 7, Issue 4, April-2016ISSN 2229-55181049perceived usefulness. Reliabilty measures ofFigure 2: Proposed Research Modeleach of the constructs were found to be abovethe 0.70 cut off (Cronbach, 1970).MethodologySampleOur research is design for causal studybetween independent variables namely trust, perceived ease of use, perceived usefulnessand dependent variables intent to use onlineservice. In order to attain the objectives ofthis causal study, and for testing thehypotheses we have followed methods:1. Questionnaire is designed.2. Pilot study of the questionnaire isconductedandreliabilityisestablished.3. Final Data collect data fromrespondents.4. Multiple regression technique is usedto analyse the data.5. Result analysis has validated most ofthe hypothesis and proposed researchmodelwith modification.6. Based on results authors havesuggested contribution made by thisresearch andfurther pointed out some of thelimitation of the study.Data have been collected from 214 formstudents, general publicthroughquestionnaire on which pilot test hasalready been conducted. Data is collectedpersonally by visiting, through e-mails andalso through surveyors explaining therespondent about objective of the study.Demographic description of the respondentis as given below.IJSERDesigning of questionnaireWe have adopted a survey researchapproach and to conduct the survey astructured questionnaire were prepared .There were four sections: perceivedusefulness, perceived ease of use, securityand privacy,customer attitude, and finallycustomer adaptation of online servicebanking.Pikkarainen et al. (2004) developedthis 5-item scale to measure perceivedusefulness. A higher score indicated higherTable 1 : DemographicsMinimumMaximumMeanAge128131Years ofcomputer use0208AnnualIncome( inRupees)1200002400000210000No. of timesonline serviceused permonth0111.1DemographicsTable2 . Correlation matrix for perceivedusefulness, perceived ease of use,Trust, andcustomer adaptationIJSER 2016http://www.ijser.org

International Journal of Scientific & Engineering Research, Volume 7, Issue 4, April-2016ISSN radaptatioModel TestingTo test the model and the hypotheses,Multiple regression analysis was used. It isconstructive statistical technique that can beused to analyse the associations between aset of independent variables and using asingle dependent variables .Method : Stepwise analysis(criterion:Probability of F to enter 0.05)1IJSERTable 3: Model SummaryModelR1.759a23R SquareAdjusted RStd. Error ofSquareEstimateChange StatisticsMultipleR SquareSig. FR 07.002a. Predictors: (Constant), TRUTb. Predictors: (Constant), TRUT, PUSFc. Predictors: (Constant), TRUT, PUSF, PEOUare significant. Table 5 illustrates whichhypotheses are supported.RESULTSThe model explains 61% of the variance inadapting online service.Because the overall model is significant (F 144.512, P 0.001), we tested thesignificance of each variable. Trust ,Perceived ease of use, Perceived Usefulness,DiscussionThis research paper presents a conceptualframework that considers how perceivedIJSER 2016http://www.ijser.org