||The Role of Perceived Sacrifices, Perceived Benefits, and Perceived Security on Consumer Behavioral Intentions in Adopting New Technology: Amazon Go Concept
||The Role of Perceived Sacrifices, Perceived Benefits, and Perceived Security on Consumer Behavioral Intentions in Adopting New Technology: Amazon Go Concept
||Institute of International Management
||Thi Thanh Hoang
Technology Acceptance Model
Value-based Adoption Model
Just Walk Out technology
This goal of this research is to comprehensively investigate the adoption of Amazon Go application, called Just Walk Out technology. A new model combining VAM (Value-based Adoption Model) and TAM (Technology Acceptance Model) was develop to analyze the impact of various variables extracted from perceived benefits, perceived sacrifices, perceived security, perceived value, trust, attitude of customers on their behavioral intention toward adopting Amazon Go technology. Primary data were collected through Amazon Mechanical Turk (MTurk) by using quantitative questionnaire. The statistical analysis method employed in this study is to apply Structural Equation Modeling to test all hypotheses. The finding reveal that perceived benefits affected both perceived value and attitude of consumers, while perceived sacrifices have a positive influence on perceived value, which in contrast with previous studies, making this result somewhat surprising. Perceived security has a positive impact on trust, but the direct relationship between trust and behavioral intention was found as not supported. However, trust has an indirect positive and significant impact via attitude. At the end of this study, some academic and managerial implication were presented. Research limitations and suggestions based on research results are given for the future study.
TABLE OF CONTENTS
TABLE OF CONTENTS III
LIST OF FIGURES VI
LIST OF TABLES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Contribution and Objectives. 5
1.3 Research Project and Scope of Study. 6
1.4 Research Procedures. 7
1.5 Research Structure. 8
CHAPTER TWO LITERATURE REVIEW 10
2.1 Theoretical Background. 10
2.1.1 TAM - Technology Acceptance Model. 10
2.1.2 VAM – Value-based Adoption Model. 12
2.2 Hypotheses Development. 14
2.2.1 The Influence of Perceived Sacrifices on Perceived Value. 14
2.2.2 The Influence of Perceived benefits on Perceived Value and Attitude. 15
2.2.3 The Influence of Perceived security on Trust. 20
2.2.4 The Influence of Perceived Value on Attitude. 21
2.2.5 The Influence of Trust on Attitude. 21
2.2.6 The Influence of Perceived Value on Behavioral Intention. 22
2.2.7 The Influence of Attitude on Behavioral Intention. 23
2.2.8 The Influence of Trust on Behavioral Intention. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 25
3.1 The Research Model. 25
3.2 The Hypotheses of the Study. 26
3.3 Construct Measurement Procedures. 27
3.4 Questionnaire and Sampling Design. 31
3.5 Data Collection. 32
3.6 Data Analysis Procedures. 32
3.5.1 Descriptive Statistical Analysis. 32
3.5.2 Factor Analysis and Reliability Test. 33
3.5.2 Hypothesis Testing. 33
CHAPTER FOUR RESEARCH RESULTS 34
4.1 Descriptive Analysis. 34
4.2 Confirmatory Factor Analysis. 36
4.2.1 Perceived Sacrifices: Technicality and Perceived Fee. 36
4.2.2 Perceived Benefits: Enjoyment, Perceived Usefulness, and Perceived Ease of Use. 37
4.2.3 Perceived Security: Security and Privacy. 38
4.2.4 Perceived Value. 39
4.2.5 Trust. 40
4.2.6 Attitude. 41
4.2.7 Behavioral Intention. 41
4.2.8 Goodness-of-fit Measures for the Measurement Model. 42
4.3 Measurement Result for Research Variables. 44
4.4 Hypotheses Testing. 47
4.4.1 Evaluation of the Measurement Model: Discriminant Validity. 48
4.4.2 Evaluation of Structural Model: Hypotheses Testing. 49
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 55
5.1 Research Discussion and Conclusion. 55
5.2 Academic Implication. 58
5.3 Managerial Implication. 60
5.4 Research Limitation and Future Research Directions. 61
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