Open AccessCross-Cultural Effects in Adoption Patterns of a Mobile Coaching Service for studies
Publication year - 2021
Publication title -
journal of global information management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.315
H-Index - 41
eISSN - 1533-7995
pISSN - 1062-7375
DOI - 10.4018/jgim.20211101oa42
Subject(s) - coaching , structural equation modeling , technology acceptance model , conceptual model , knowledge management , key (lock) , service (business) , test (biology) , mobile service , business , service model , causal model , psychology , marketing , applied psychology , process management , usability , computer science , human–computer interaction , mathematics , computer security , paleontology , statistics , machine learning , database , psychotherapist , biology
This study applied an adoption model, inspired by the Technology Acceptance Model (TAM) and Multipurpose Information Appliances Adoption Model (MIAAM), to compare key variables explaining adoption patterns of a mobile coaching app that guides and encourages students via a technology-based platform. This article constitutes a pioneer effort to compare adoption behaviors across a developed country and an emerging country (France and Mexico) with differences in level of use of mobile apps. A multi-group structural equation modelling approach was used to test the causal structure of the conceptual model. Results confirmed significant differences and similarities across samples and identified critical factors. Perceived usefulness was found to be the most important driver with mediating effects. Organizations implementing coaching services with an improved perceived usefulness could boost their adoption rates.