AMRP Interim Report

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AMRP Interim Presentation

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Literature Review - Research Paper Summary (Contd.)

PAPER TITLE : Understanding Customers' Acceptance of Online Purchasing

AUTHOR : Donald L. Amoroso, D. Scott Hunsinger

SUMMARY
This paper examines previous Technology Acceptance Model (TAM)-related studies in order to provide an expanded model that explains consumers’ acceptance of online purchasing. The model provides extensions to the original TAM by including constructs such as social influence and voluntariness; it also examines the impact of external variables including trust, privacy, risk, and e-loyalty.
The findings suggest that the expanded model serves as a very good predictor of consumers’ online purchasing behaviors. The linear regression model shows a respectable amount of variance explained for Behavioral Intention. Not only are the traditional TAM variables important in predicting behavioral intention, but social influence, perceived behavioral control, and e-loyalty are all significant constructs. It seems that the model is quite robust in predicting Behavioral Intention. The study also discovered that trust, a construct not included in the original TAM, plays an important role in influencing consumers’ attitudes toward purchasing.

Literature Review - Research Paper Summary (Contd.)

PAPER TITLE : Why do people play on-line games? An extended TAM with social influences and flow experience

AUTHOR : Chin-Lung Hsu and  Hsi-Peng Lu

SUMMARY
This study applies the technology acceptance model (TAM) that incorporates social influences and flow experience as belief related constructs to predict users’ acceptance of on-line games. It contributes to a theoretical understanding of the factors that promote entertainment-oriented IT usage such as on-line games. Entertainment-oriented IT differs from task oriented IT in terms of reason for use. Task-oriented IT usage is concerned with improving organization productivity. Therefore, TAM stresses the importance of perceived usefulness and perceived ease-of-use as key determinants. However, in the context of entertainment-oriented IT, this study demonstrates that the importance of individual intentions tends to need other variables: social norms and flow experience. Furthermore, this dominance is strong, and these variables explain much of the variance in entertainment technology usage. Overall, the results reveal that social norms, attitude, and flow experience explain about 80% of game playing.

Literature Review - Research Paper Summary (Contd.)

PAPER TITLE : A Conceptual Framework and Propositions for the Acceptance of Mobile Services

AUTHOR : Sally Rao and Indrit Troshani

SUMMARY
The research paper is explores, analyzes and critically assesses the use of existing acceptance theories in the light of the evolving and ubiquitous mobile services and their underlying technologies. Personalisation, ubiquity and location specificity of mobile services make their adoption somewhat different from other Information and Communication Technology (ICT) services. Further, mobile technologies and the associated services integrate both the business and social domains of the user’s life.
The paper extends the existing models to propose an integrated and eclectic conceptual
framework which attempts to explain adoption behaviour of users of mobile services.

Literature Review - Research Paper Summary (Contd.)

PAPER TITLE : A Pilot Study to Analyze the Effects of User Experience
and Device Characteristics on the Customer Satisfaction of Smartphone Users

AUTHOR : Bong-Won Park and Kun Chang Lee

SUMMARY
Recently, people are beginning to use the smartphone and want to use it smartly. At this time, satisfied customers communicate their positive experiences to others. Therefore, to expand smartphone markets, a company should try to satisfy existing smartphone customers. The study analyzes the factors that affect customer satisfaction respective of user experience and device characteristics.
Smartphone stress is categorized into three components: device-related stress, data/application
stress, and new-learning stress. Device-related stress means that the stress occurs when
the smartphone is not working or is down. Data/application stress means that the stress
occurs when the stored data crashes or the application is not working. New-learning
stress means that as new applications and features are included, users have to learn new
applications and features. However, smartphone stress is not an important factor
regarding user satisfaction because early adopters are tech-savvy and find it less
difficult to use new devices than average persons. Therefore, such users do not get
stressed from using smartphones.
Instant connectivity, which connects users anywhere anytime to the Internet, is an important factor that impacts smartphone users’ satisfaction. Many users are familiar with the Internet, and want to use the Internet anytime anywhere and free of charge. This need is fulfilled through smartphones that are embedded with Wi-Fi functionality.

Literature Review - Research Paper Summary

PAPER TITLE : Extending the Technology Acceptance Model to Account for Social Influence:
Theoretical Bases and Empirical Validation

AUTHOR : Yogesh Malhotra, Dennis F. Galletta

SUMMARY
The Technology Acceptance Model (TAM) represents an important theoretical contribution toward understanding IS usage and IS acceptance behaviors. However, TAM is incomplete in one important respect: it doesn't account for social influence in the adoption and utilization of new information systems. The findings of this study suggest that social influences play an important role in determining the acceptance and
usage behavior of new adopters of new information technologies. When social influences generate a feeling of compliance, they seem to have a negative influence on the users' attitude toward use of the new information system. However, when social influences generate a feeling of internalization and identification on the part of the user, they have a positive influence on the attitude toward the acceptance and use of the new system. The findings also suggest that internalization of the induced behavior by the adopters of new information system plays a stronger role in shaping acceptance and usage behavior than perceived usefulness (PU). Hence the consideration of social influences and how they affect the commitment of the user toward use of the information system seems important for understanding, explaining and predicting system usage and
acceptance behavior.

Unified Theory of Acceptance and Use of Technology (UTAUT)

The UTAUT aims to explain user intentions to use an IS and subsequent usage behavior. The theory holds that four key constructs (performance expectancy, effort expectancy, social influence, and facilitating conditions) are direct determinants of usage intention and behaviour (Venkatesh et. al., 2003). Gender, age, experience, and voluntariness of use are posited to mediate the impact of the four key constructs on usage intention and behavior (Venkatesh et. al., 2003). The theory was developed through a review and consolidation of the constructs of eight models that earlier research had employed to explain IS usage behaviour (theory of reasoned action, technology acceptance model, motivational model, theory of planned behavior, a combined theory of planned behavior/technology acceptance model, model of PC utilization, innovation diffusion theory, and social cognitive theory). Subsequent validation of UTAUT in a longitudinal study found it to account for 70% of the variance in usage intention (Venkatesh et. al., 2003).

Technology Acceptance Model (TAM)

TAM is an adaptation of the Theory of Reasoned Action (TRA) to the field of IS. TAM posits that perceived usefulness and perceived ease of use determine an individual's intention to use a system with intention to use serving as a mediator of actual system use. Perceived usefulness is also seen as being directly impacted by perceived ease of use. Researchers have simplified TAM by removing the attitude construct found in TRA from the current specification (Venkatesh et. al., 2003). Attempts to extend TAM have generally taken one of three approaches: by introducing factors from related models, by introducing additional or alternative belief factors, and by examining antecedents and moderators of perceived usefulness and perceived ease of use (Wixom and Todd, 2005).

TRA and TAM, both of which have strong behavioural elements, assume that when someone forms an intention to act, that they will be free to act without limitation. In practice constraints such as limited ability, time, environmental or organisational limits, and unconscious habits will limit the freedom to act

Smartphone users around the world

Infographic by- GO-Gulf.com Web Design Company

Smartphone Platforms & their App Markets - Statistics

Check out some interesting stats about Smartphones and their App markets here :
http://www.mobilestatistics.com/mobile-statistics
Nice interactive charts these are !!

The Smartphone OS Comparison

Let's have a quick look at the similarities and dissimilarities between major smartphone operating systems :
The Smartphone OS Complete Comparison [Chart] | My Phone Deals

Let's Get (Re)Started

Owing to difficulty of data collection for the current topic, I have started working on a new research topic - "Factors influencing Adoption of Smartphone Apps"

There has been increasing number of people who pursue new life style of working, communicating, and playing games through smartphone to the extent of emerging consumer group who "starts a day with smartphone and wraps up with smartphone"

The objective of this study is to investigate how major features of Smartphone application affect the acceptance of Smartphone application by users.

BI platform capabilities

    Gartner has defined a BI platform as software that delivers 13 capabilities in three categories:

These capabilities are organized into three categories of functionality: integration, information delivery and analysis. Information delivery is the core focus of most BI projects today, but we are seeing an increased interest in deployments of analysis to discover new insights, and in integration to implement those insights.

INTEGRATION

·         BI infrastructure — All tools in the platform use the same security, metadata, administration, portal integration, object model and query engine, and should share the same look and feel.

·         Metadata management — Not only should all tools leverage the same metadata, but the offering should provide a robust way to search, capture, store, reuse and publish metadata objects such as dimensions, hierarchies, measures, performance metrics and report layout objects.

·         Development tools — The BI platform should provide a set of programmatic development tools and a visual development environment, coupled with a software developer's kit for creating BI applications, integrating them into a business process, and/or embedding them in another application. The BI platform should also enable developers to build BI applications without coding by using wizard-like components for a graphical assembly process. The development environment should also support Web services in performing common tasks such as scheduling, delivering, administering and managing. In addition, the BI application can assign and track events or tasks allotted to specific users, based on predefined business rules. Often, this capability can be delivered by integrating with a separate portal or workflow tool.

·         Collaboration — This capability enables BI users to share and discuss information, BI content and results, and/or manage hierarchies and metrics via discussion threads, chat and annotations, either embedded in the BI platform or through integration with collaboration, social software and analytical master data management (MDM).

INFORMATION DELIVERY

·         Reporting — Reporting provides the ability to create formatted and interactive reports, with or without parameters, with highly scalable distribution and scheduling capabilities. In addition, BI platform vendors should handle a wide array of reporting styles (for example, financial, operational and performance dashboards), and should enable users to access and fully interact with BI content delivered consistently across delivery platforms including the Web, mobile devices and common portal environments.

·         Dashboards — This subset of reporting includes the ability to publish formal, Web-based or mobile reports with intuitive interactive displays of information, including dials, gauges, sliders, check boxes and traffic lights. These displays indicate the state of the performance metric compared with a goal or target value. Increasingly, dashboards are used to disseminate real-time data from operational applications or in conjunction with a complex event processing engine.

·         Ad hoc query — This capability enables users to ask their own questions of the data, without relying on IT to create a report. In particular, the tools must have a robust semantic layer to allow users to navigate available data sources. These tools should include a disconnected analysis capability that enables users to access BI content and analyze data remotely without being connected to a server-based BI application. In addition, these tools should offer query governance and auditing capabilities to ensure that queries perform well.

·         Microsoft Office integration — In some use cases, BI platforms are used as a middle tier to manage, secure and execute BI tasks, but Microsoft Office (particularly Excel) acts as the BI client. In these cases, it is vital that the BI vendor provides integration with Microsoft Office applications, including support for document and presentation formats, formulas, data "refreshes" and pivot tables. Advanced integration includes cell locking and write-back.

·         Search-based BI — This applies a search index to both structured and unstructured data sources and maps them into a classification structure of dimensions and measures (often, but not necessarily leveraging the BI semantic layer) that users can easily navigate and explore using a search (Google-like) interface. This capability extends beyond keyword searching of BI platform content and metadata.

·         Mobile BI — This capability enables organizations to deliver report and dashboard content to mobile devices (such as smartphones and tablets) in a publishing and/or interactive (bidirectional) mode, and takes advantage of the interaction mode of the device (tapping, swiping and so on) and other capabilities not commonly available on desktops and laptops, such as location awareness.

ANALYSIS

·         Online analytical processing (OLAP) — This enables end users to analyze data with extremely fast query and calculation performance, enabling a style of analysis known as "slicing and dicing." Users are (often) able to easily navigate multidimensional drill paths. And they (sometimes) have the ability to write-back values to a proprietary database for planning and "what if" modeling purposes. This capability could span a variety of data architectures (such as relational or multidimensional) and storage architectures (such as disk-based or in-memory).

·         Interactive visualization — This gives users the ability to display numerous aspects of the data more efficiently by using interactive pictures and charts, instead of rows and columns. Over time, advanced visualization will go beyond just slicing and dicing data to include more process-driven BI projects, allowing all stakeholders to better understand the workflow through a visual representation.

·         Predictive modeling and data mining — This capability enables organizations to classify categorical variables and to estimate continuous variables using advanced mathematical techniques. BI developers are able to integrate models easily into BI reports, dashboards and analysis, and business processes.

·         Scorecards — These take the metrics displayed in a dashboard a step further by applying them to a strategy map that aligns key performance indicators (KPIs) with a strategic objective. Scorecard metrics should be linked to related reports and information in order to do further analysis. A scorecard implies the use of a performance management methodology such as Six Sigma or a balanced scorecard framework.

A brief presentation on the progress till date

Structure of the research project

Based on a quick discussion with Prof. Prithwis Mukerjee, my guide for AMRP, the following would be the basic structure for this research project :
(a) one or more hypothesis

(b) some data to test this hypothesis -- primary or secondary data

(c) usage of some of the tools learnt about in Business Research Methods class

(d) a conclusion in terms of acceptance or rejection of your hypotheses

Research Topic

I have chosen 'Business Intelligence Buying Criteria' as the topic for my research project.
The research aims at finding results to the question : 'What are the fundamental principles or buying criteria that organizations believe in when it comes to acquisition and deployment of Business Intelligence solutions?' 

Hi

This page will show updates on the progress of the project.