The paper provides a behavioural segmentation in the development of B2B High Speed Data Services and it defines a Business-Oriented Model of Factors that Affect Adoption. In this paper, we (1) review business Information Technology acceptance literature, (2) develop a qualitative research on a sample of twelve companies in Europe and USA, (3) formulate a research model, (4) empirically test the proposed model on a sample of 1.545 companies (19 industry segments) across the USA and five countries in Europe and present the results of our study. The paper supports the use of the technology acceptance model (TAM) to predict high speed service adoption. One minor alteration is made to the traditional use of TAM – perceived ease of use is not linked to perceived usefulness. This article also finds that the task-technology fit (TTF) model is a valuable addition to TAM in order to segment high speed data service adoption in the business market. The paper also makes several managerial implications.
Behavioral Segmentation in the development of B2B High Speed Data services” Poster session
PAGANI, MARGHERITA
2005
Abstract
The paper provides a behavioural segmentation in the development of B2B High Speed Data Services and it defines a Business-Oriented Model of Factors that Affect Adoption. In this paper, we (1) review business Information Technology acceptance literature, (2) develop a qualitative research on a sample of twelve companies in Europe and USA, (3) formulate a research model, (4) empirically test the proposed model on a sample of 1.545 companies (19 industry segments) across the USA and five countries in Europe and present the results of our study. The paper supports the use of the technology acceptance model (TAM) to predict high speed service adoption. One minor alteration is made to the traditional use of TAM – perceived ease of use is not linked to perceived usefulness. This article also finds that the task-technology fit (TTF) model is a valuable addition to TAM in order to segment high speed data service adoption in the business market. The paper also makes several managerial implications.
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