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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.