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研究生： 安佳格
Dorjgotov, Enkhjargal
論文名稱： Personal Innovativeness, Subjective Norm and Adoption of Internet in Mongolia: Moderating Effects of Gender
Personal Innovativeness, Subjective Norm and Adoption of Internet in Mongolia: Moderating Effects of Gender
指導教授： 林清河
Lin, Chinho
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士在職專班
Institute of International Management (IIMBA--Master)(on the job class)
論文出版年： 2007
畢業學年度： 95
語文別： 英文
論文頁數： 83
外文關鍵詞： Personal innovativeness, Gender, Subjective norm, TAM, Internet adoption, Technology acceptance model
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    • In general, the internet and ICT or IT are important not just for developed countries for developing countries as well. Despite, the internet adoption literature is rich in facts about technology adoption, in developing countries the studies are at a very early stage of growth. Therefore, the primary goal of this study is to identify the factors influencing internet adoption in Mongolia as a developing country case. The use of the Internet in Mongolia has only 10 years history, but rapid development of the internet is assuredly important for researcher trying to determine factors influencing Internet adoption.
    Based on the Technology Acceptance Model, one of the objectives of this study is to explore gender differences in perceptions internet adoption. The research uses a quantitative approach to survey 292 Mongolian students and employees examining their decision-making process to adopt internet. Consistent with TAM predictions, perceived usefulness, attitude toward use, subjective norm and personal innovativeness were found to significantly impact on intention to use internet. Thus a extended TAM model was found to offer the best explanation of behavioral intention to use internet in Mongolia. Furthermore, the study results suggest that perceived usefulness is important determinant of intention to use among female users, and the influence of subjective norm on intention to use internet is stronger for males. Implication for research and limitations are discussed.

    ACKNOWLEDGEMENTS I ABSTRACT II TABLE OF CONTENTS III LIST OF TABLES VI LIST OF FIGURES VIII CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivations 1 1.2 Research Objectives 6 1.3 Research Procedure 6 1.4 Research Structure 8 CHAPTER TWO LITERATURE REVIEW 10 2.1 Theoretical Background: Technology Acceptance Model 10 2.2 Subjective Norm 15 2.3 Personal Innovativeness 16 2.4 Gender and Information Technology 18 2.5 Relationship among Research Constructs 19 2.5.1 Relationship between Subjective Norm and Perceived Usefulness 19 2.5.2 Relationship among Personal Innovativeness and Perceived Usefulness and Perceived Ease of Use 19 2.5.4 Relationship between Personal Innovativeness and Subjective Norm 21 2.5.5 Relationship among Attitude toward Use, Perceived Ease of Use, Perceived Usefulness and Intention to Use Internet 22 2.5.6. Relationship between Perceived Usefulness and Intention to Use Internet 22 2.5.7 Relationship between Perceived Ease of Use and Intention to Use Internet 23 2.5.8 Relationship between Personal Innovativeness and Intention to Use Internet 24 2.5.9. Relationship between Subjective Norm and Intention to Use Internet 25 CHAPTER THREE METHODOLOGY 27 3.1 The Conceptual Model 27 3.2 Construct Measurement 27 3.2.1 Perceived Usefulness 28 3.2.2 Subjective Norm 29 3.2.3 Personal Innovativeness 29 3.2.4 Perceived Ease of Use 30 3.2.5 Attitude toward Use 31 3.2.6 Intention to Use Internet 31 3.2.7 The Information of Respondents 32 3.3 Questionnaire Design and Sampling Plan 32 3.4 Hypotheses to Be Tested 33 3.5 Data Analysis Procedure 34 3.5.1 Descriptive Statistic Analysis 34 3.5.2 Purification and Reliability of the Measurement Variables 34 3.5.3 Multiple Regression Analysis 35 3.5.4 Structural Equation Model (SEM) 35 CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TEST 37 4.1 Descriptive Analysis 37 4.2 Data Collection 37 4.3 Characteristics of Respondents 38 4.4 Measurement Results for Relevant Research Variables 39 4.4 Factor Analysis and Reliability Test 41 4.4.1 Perceived Usefulness and Perceived Ease of Use 42 4.4.2 Personal Innovativeness 43 4.4.3 Subjective norm, Attitude toward Use and Intention to Use Internet 45 CHAPTER FIVE RESEARCH ANALYSIS 48 5.1 Multiple Regression Analysis 48 5.1.1 Regression Analysis for Factors influencing Perceived Usefulness 48 5.1.2 Regression Analysis for Factors influencing Subjective Norm 49 5.1.3 Regression Analysis for Factors influencing Perceived Ease of Use 51 5.1.4. Regression Analysis for Factors influencing Attitude toward Use 53 5.1.5. Regression Analysis for Factors influencing Intention to Use Internet 54 5.2 The Moderating Effects of Gender 57 5.3 Structure Equation Model 59 CHAPTER SIX CONCLUSIONS 64 6.1 Research Conclusions and Discussions 64 6.2 Managerial Implications 68 6.3 Research Limitations 69 REFERENCES 72

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