USERS’ ADOPTION OF MOBILE SERVICES: A WORK IN PROGRESS STUDY ON MOBILE -SEAT-RESERVATION SYSTEM FOR RESTAURANTS

Mobile platform is the popular field which enables users to be able to access information anytime, anywhere. This tempting feature also increased demand on mobile services. In this term, as a mobile service, a Mobile Restaurant Seat Reservation System (MSRS) provides a platform that helps users to search restaurants and makes reservations by mobile devices. However, like every other services in the market, a MSRS is needed to be able to serve accordingly to user needs. This paper presents a research investigating users’ behavior towards MSRS, by employing Technology Acceptance Model that was adapted to measure user adoption of MSRS. The model was tested by conducting a survey on 45 participants. Results were statistically analyzed in terms of reliability and correlation. The findings of survey on MSRS acceptance were found promising. The next study will be including survey over higher sample size and elaborating analysis to find latent facts about factors affecting user adoption of MSRS. It is believed that this research would help mobile service providers to improve the MSRS applications considering affecting factors on users. In addition to that, this study would be valuable asset for researchers in the field of mobile service development

Keywords:

Mobile service, Technology acceptance Seat reservation, User adoption,

PDF

___

Ajzen, I. and Fishbein, M. (1980), Understanding attitudes and predicting social behavior, 1st Edition, Prentice-Hall, New Jersey.
Chau, P. Y. K. and Hu, P. J. (2002), “Examining a model of information technology acceptance by individual professionals: An exploratory study”,
Journal of Management Information Systems, Vol. 18, No.4, pp.191-229. Chen, J. V., Yen, D. C. and Chen, K. (2009), “The acceptance and diffusion of the innovative smart phone use: A case study of a delivery service company in logistics”, Information & Management, Vol. 46, pp.241-248.
Cortina, J. M. (1993), “What is coefficient alpha? An examination of theory and applications”, Journal of applied psychology, Vol.78, No.1, pp. 98-104.
Davis, F. D. (1989), “Perceived Usefulness, Perceived Ease of Use, and User
Acceptance of Information Technology”, MIS Quarterly, Vol. 13, pp.319-340. Ha, I., Yoon, Y. and Choi, M. (2007), “Determinants of adoption of mobile games under mobile broadband wireless access environment”, Information & Management, Vol. 44, pp.276-286.
Kim, S. H. (2008), “Moderating effects of Job Relevance and Experience on mobile wireless technology acceptance: Adoption of a smartphone by individuals”, Information & Management, Vol. 45, pp. 387-393.
Lin, W.-B., Wang, M.-K. and Hwang, K. P. (2010), “The combined model of influencing online consumer behavior”, Expert Systems with Applications, Vol. , pp. 3236-3247.
Lopez-Nicolas, C., Molina-Castillo, F. J. and Bouwman, H. (2008), “An assessment of advanced mobile services acceptance: Contributions from TAM and diffusion theory models”, Information & Management, Vol. 45, pp.359- 364.
Mallat, N., Rossi, M., Tuunainen, V. K. and Oorni, A. (2009), “The impact of use context on mobile services acceptance:The case of mobile ticketing”, Information & Management, Vol. 46, pp.190-195.
Schierz, P. G., Schilke, O. and Wirtz, B. W. (2010), “Understanding consumer acceptance of mobile payment services: An empirical analysis”, Electronic
Commerce Research and Applications, Vol. 9, pp.209-216. Steel., R. and Torrie, J. (1960), Principles and Procedures of Statistics. McGraw- Hill, New York, pp. 187-287.
Thompson, R. L., Higgins, C. A. and Howell, J. M. (1991), “Personal computing: toward a conceptual model of utilization”, MIS Quarterly, Vol. 15, No. 1, pp.125
Wang, H. and Wang, S. (2010), “Predicting mobile hotel reservation adoption:
Insight from a perceived value standpoint”, International Journal of Hospitality Management, Vol. 29, No. 4, pp. 598-608. Venkatesh, V. and Davis, F. (2000), “A Theoretical Extension of the Technology
Acceptance Model: Four Longitudinal Field Studies”, Management Science, Vol. , pp.186-204. Verkasalo, H., López-Nicolás, C., Molina-Castillo, F. J. and Bouwman, H. (2010),
Analysis of users and non-users of smartphone applications, Telematics and Informatics, Vol. 27, pp.242-255.