What Matters the Most? The Key Factors That Lead to a New Service Adoption | Zendy

Yang Jun | Zendy; Park Jungkun | Zendy; Endo Seiji | Zendy

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What Matters the Most? The Key Factors That Lead to a New Service Adoption

Author(s) -

Yang Jun,

Park Jungkun,

Endo Seiji

Publication year - 2016

Publication title -

human factors and ergonomics in manufacturing and service industries

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.408

H-Index - 39

eISSN - 1520-6564

pISSN - 1090-8471

DOI - 10.1002/hfm.20407

Subject(s) - business , service (business) , key (lock) , product (mathematics) , voice over ip , marketing , strong ties , the internet , survey data collection , advertising , psychology , interpersonal ties , computer science , social psychology , computer security , world wide web , geometry , mathematics , statistics

On the basis of data collected from an online survey, we used regression analysis to empirically identify the key factors leading to consumers’ adoption intentions toward a new service, Voice over Internet Protocol (VoIP) in the United States. This study makes the following contributions to the literature: 1) Our results suggest that the influence of strong ties (i.e., family and friends) has a more significant impact on consumers’ adoption intentions for a new service than that from weak ties. 2) We also find that, for a really new product/service category, such as VoIP service, consumers’ trust toward technology (or the product category itself) matters more than their trust toward the sponsoring company. 3) Consumers’ trust also has a moderating impact on perceived performance and perceived effort level.

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