Continuance and Video Hosting Services

From Driscollwiki

Jump to: navigation, search

Contents

Research Question

  • Considering the unique affordances of web services, how does continuance behavior among users of video hosting services compare with other information systems?

Theory

There is a diverse literature concerning the adoption of information technologies and systems. The technology acceptance model (Davis et al, 1989), theory of planned behavior (Ajzen, 1991), and diffusion of innovations theory (Rogers, 1995) offer robust tools for understanding the initial acceptance of a new technology. This body of work is useful for examining video producers' initial selection of a video hosting service. Unfortunately, the "acceptance" approach does not provide adequate measures to describe the conditions under which users choose to continue uploading subsequent videos to the same service. In 2001, Bhattacherjee addressed this need by integrating expectation-confirmation factors with relevant measures from the acceptance approach to create a post-adoption model (PAM) of IT "continuance."

In the post-adoption model, satisfaction with prior direct experience of a technology is the primary factor determining continued usage (Bhattacherjee, 2001). Satisfaction is a measure of affect, operationalized as the feeling of being more or less satisfied with a technology, post-adoption (Prekumar & Bhattacherjee, 2006). The satisfaction construct was theorized in TAM-based literature as a valid predictor of initial adoption and is adapted here according to later post-adoption research (Davis et al, 1989; Prekumar & Bhattacherjee, 2006).

TODO. User satisfaction will be positively associated with continuance.

The satisfaction construct was developed according to the expectation-confirmation theory (ECT) of customer purchasing decisions. In the purchasing context, satisfaction is determined by two factors: initial expectations about a product and confirmation, the extent to which initial expectations differ from the post-purchase experience of a product (Oliver, 1980). In the post-adoption model, confirmation is constructed as a measure of the difference between a user's expectations for a technology and their direct experience using that technology (Prekumar & Bhattacherjee, 2006). Although there was not yet data in the academic literature, Bhattacherjee examined industry research suggesting that a positive prior experience effects greater satisfaction with a technology (2001).

In 2006, Premkumar and Bhattacherjee produced an integrated model of acceptance that draws on both the TAM and ECT. It was found that this integrated model provided a stronger explanation of IT adoption than either of the previous approaches. Contrary to Bhattacherjee's initial 2001 post-adoption model, the integrated study found that perceived usefulness was a more significant explanation of IT usage intention than satisfaction. However, they also found evidence that in situations where there are competing products, satisfaction may be more important (Prekumar & Bhattacherjee, 2006, 73). As this scenario more closely describes the conditions by which users select a video hosting service, the 2001 model was used rather than the newer, integrated model. TODO. User confirmation will be positively associated with satisfaction.

The technology acceptance model (TAM) is among the most widely applied approaches for investigating user adoption behavior (Prekumar & Bhattacherjee, 2008). Developed to study first-time adoption decisions, the TAM assumed that continued use follows initial adoption without addressesing the impact that direct experience might have on the factors determining use (Bhattacherjee, 2001, 352). This assumption leads to the "acceptance-discontinuance anomaly" in which usage stops despite initial conditions that would otherwise suggest adoption under the TAM (Bhattacherjee & Prekumar, 2004). Following Bhattacherjee's 2001 "continuance" approach, this study measures perceived usefulness, one of the social psychological constructs developed in the TAM.

Perceived usefulness is the extent to which the participant believes that using a particular video hosting service enhances the performance of their digital video practice (Davis, 1989). Specific performance phenomena depend on the context within which participants are posting video to the web (i.e., a blogger and a music video producer likely employ different criteria to assess performance.) In a post-adoption model, perceived usefulness is affected by a combination of direct and indirect prior experiences with the technology (Karahanna et al, 1999). It is assumed that in all cases, the enhanced performance associated with perceived usefulness leads to context-approriate rewards such as increased viewership, ad revenue, or future employment opportunities (Davis, 1989). The relationship between technology usage and reward forms the basis of the next two hypotheses. First, enhanced performance post-adoption will likely raise a user's sense of satisfaction. Second, regardless of their satisfaction with a video hosting service, a user may continue usage if they perceive that it is instrumental to the realization of desired rewards (Bhattacherjee, 2001).

TODO. User's perceived usefulness is positively associated to their satisfaction with a video hosting service.

TODO. User's perceived usefulness is positively associated to their intent to continue using a video hosting service.

The post-adoption model has been successfully used to investigate a variety of technological circumstances including online banking in the U.S. (Bhattacherjee, 2001), mobile internet services in China (Thong et al, 2006), and e-learning software (Lee 2009). The selection of a video hosting service differs from each of these examples in a few fundamental ways. First, video hosting services are ad-supported, as is true for many web services, so there is no fee to create an account and begin using the service. And, second, the choice to use or continue to use a video hosting service is non-exclusive. As there are many hosting services with comparable technical features and different viewer populations, some video producers opt to "cross-post" their materials to multiple sites. Because cross-posting users can use any service they wish without giving up reward possibilities associated with a less satisfying choice, it is expected that there will be a significant difference in satisfaction between users who cross-post their videos and those that do not.

TODO: Cross-posting users will report significantly higher mean satisfaction than those users who do not cross-post.

Critique of this theory

Comparison of TAM and ECM affirmed the importance of both PU and Satisfaction in both models (Prekumar and Bhattacherjee 2005)

    • doi:10.1016/j.omega.2005.12.002
    • "relative dominance of perceived usefulness could also suggest the continuing role of system utility as a critical driver in continuance decisions involving IT that are primarily utilitarian in nature (rather than hedonic)"

In voluntary environments

Cheung and Limayem, 2005 Cheung, C. M. K., & Limayem, M. (2005). The role of habit in IS continuance: Examining the evolving relationship between intention and usage. In Proceedings of international conference on information systems (pp. 471–482), December 11-14, Las Vegas USA.

Hsu and Chiu, 2004 M.H. Hsu and C.M. Chiu, Predicting electronic service continuance with a decomposed theory of planned behaviour, Behaviour & Information Technology 23 (5) (2004), pp. 359–373. Full Text via CrossRef | View Record in Scopus | Cited By in Scopus (28)

Hsu et al., 2004 M.H. Hsu, C.M. Chiu and T.L. Ju, Determinants of continued use of the WWW: An integration of two theoretical models, Industrial Management & Data Systems. 104 (9) (2004), pp. 766–775. Full Text via CrossRef | View Record in Scopus | Cited By in Scopus (26)

Van der Heijden, 2004 H. Van der Heijden, User acceptance of hedonic information systems, MIS Quarterly 28 (2004) (4), pp. 695–704. View Record in Scopus | Cited By in Scopus (120)

Moore and Benbasat, 1991 G.C. Moore and I. Benbasat, Development of an instrument to measure the perceptions of adopting an information technology innovation, Information Systems Research 2 (1991) (3), pp. 192–222.

Taylor and Todd, 1995 S. Taylor and P.A. Todd, Understanding information technology usage: a test of competing models, Information Systems Research 6 (1995) (2), pp. 144–176.


Venkatesh and Morris, 2000 V. Venkatesh and M.G. Morris, Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and user behavior, MIS Quarterly 24 (2000) (1), pp. 115–139. Full Text via CrossRef

Taking into account unique characteristics of IT under study

Benbasat and Zmud, 2003 I. Benbasat and R. Zmud, The identity crisis within the IS discipline: defining and communicating the discipline's core properties, MIS Quarterly 27 (2003) (2), pp. 183–194. View Record in Scopus | Cited By in Scopus (129)

Explaining and predicting users’ continuance intention toward e-learning: An extension of the expectation–confirmation model
  • Lee 2009
  • doi:10.1016/j.compedu.2009.09.002

Unsatisfied with three variables in Bhat

  • incorporating Theory of Planned Behavior (Ajzen 1991)
    • Ajzen, 1991 I. Ajzen, The theory of planned behavior, Organizational Behavior and Human Decision Processes 50 (1991), pp. 179–211
  • Technology Acceptance Model (Davis et al, 1989)
  • Flow theory (Csikszentmihalyi 1997)
    • Csikszentmihalyi, 1997 M. Csikszentmihalyi, Finding flow: The psychology of engagement with everyday life, Basic Books, New York (1997).
The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance

Extends to include more TAM belief constructs:

  • Perceived ease of use
    • But PEU is expected to have a direct and indirect effect via PU (Davis et al 1989, Venkatesh and Davis 2000, Thong et al 2006) so why include it here?
    • "the impact of perceived ease of use on continued IT usage intention was the strongest; it was even stronger than the impact of perceived usefulness. This finding contradicts the results in the prior IT adoption research that the effect of perceived ease of use will reduce over time as users become familiar with an IT (Davis et al., 1989). We conjecture that the strong influence of perceived ease of use on continued IT usage intention may be due to the nature of the technology investigated in the current study. The market for mobile Internet services is undergoing continuous change with new services being introduced regularly."
    • "if the technology of interest inherently requires its users to undergo a long and continuous learning process, then perceived ease of use may not remain as a secondary factor after perceived usefulness."
  • Perceived enjoyment
    • Used to ascertain better understanding of motivation behind continuance unrelated to workplace

PU not particularly more significant than other constructs

  • Perhaps not as salient in non-mandated, non-instrumental, non-work related IT? (Entertainment, fun?)

In mandated environments

Instead of discontinuation:

  • decreased job performance
  • dissatisfaction
  • underutilization
  • inefficient use

User evaluation replaces continuance as the dependent variable.

  • Similar to satisfaction

Explaining IS continuance in environments where usage is mandatory

Research question

  • RQ. The goal of this study is to investigate post-acceptance behavior among users of online video hosting services.

Hypotheses

  • H1. Users' level of satisfaction with previous uses of a video hosting service is positively associated with their continuance intention.
  • H2. The mean satisfaction of users who cross-post their videos will be lower than the mean satisfaction among users who do not.
  • H3. The mean continuance of users who cross-post their videos will be higher than the mean satisfaction among users who do not.

Bhattacherjee 2001

  • H1. Users' level of satisfaction with initial IS use is positive associated with their IS continuance intention.
  • H2. Users' extent of confirmation is positively associated with their satisfaction with IS use.
  • H3. Users' perceived usefulness of IS use is postively associated with their satisfaction with IS use.
  • H4. Users' IS continuance intention is positively associated with their perceived usefulness of IS use.
  • H5. Users' extent of confirmation is postively associated with their perceived usefulness of IS use.

Discussion

  • Sampling issue, snowball

Shortcomings of PAM

  • Unique affordances of web services
  • Cost of disconfirmation
    • Time
    • Social
    • Materials in there already
  • Social capital
  • Over time

How all are mitigated by cross-posting?

Non-exclusive adoption

  • When will they cross-post?
  • The costs associated with cross-posting (time, segmented audience) are not accounted for in this study.

Future research

  • Is online video more like mandated environment?
  • At what point does market dominance lead to depressed voluntariness?
  • How does cross-posting ameliorate problems of voluntariness, continuance?
  • Longitudinal study?
  • Divide sample according to their uses?
    • Different kinds of use, what is professional? what is fun? complex and blended.

References

  • Bhattacherjee, 2001 A. Bhattacherjee, Understanding information systems continuance: An expectation–confirmation model, MIS Quarterly 25 (3) (2001)

Instruments

Survey

You must be 18 years old or older and a regular user of online video hosting services.

Profile

  • What is your preferred web-based video hosting service?
    • Archive.org
    • Blip.tv
    • Dailymotion
    • Facebook
    • imeem
    • Megavideo
    • MySpace
    • Vimeo
    • YouTube
    • Other: ___
  • How many videos have you hosted with this service in the last 6 months?
  • Do you tend to upload the same video to multiple services ("cross-posting")?

Perceived Usefulness (PU)

Adapted from Bhattacherjee 2001 (Davis et al 1989 PU scale)

  • Using ___ improves my performance in sharing video online
  • Using ___ increases my productivity in sharing video online
  • Using ___ enhances my effectiveness in sharing video online
  • Overall, ___ is useful in sharing video online.

Continuance

Adapted from Bhattacherjee 2001 (Mathieson 1991 behavioral intention scale)

  • I intend to continue using ___ rather than discontinue its use.
  • I plan to continue using ___ than use any alternative video hosting service.
  • If I could, I would like to discontinue my use of ___ (reverse coded)

Disconfirmation

Somewhat different from 2001 scale, "Disconfirmation is a mental comparison of the expectation-performance gap, and can be perceived as worse than expected (negative disconfirmation), or better than expected (positive disconfirmation), or as expected (zero disconfirmation)"

(from doi:10.1016/j.omega.2005.12.002), "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models." Management Science (35:8), pp. 982-1003.Likert (Prekumar and Bhattacherjee 2005)

  • Compared to my initial expectations the ability of CBT
    • To help me learn new skills and knowledge was (much worse than expected … much better than expected).
    • To help me get better grades in class was (much worse than expected … much better than expected).
    • To provide me flexibility to learn on my own time was (much worse than expected … much better than expected).
    • To give me the ability to learn at my own pace was (much worse than expected … much better than expected).a

Satisfaction

(from doi:10.1016/j.omega.2005.12.002), Likert (Prekumar and Bhattacherjee 2005)

  • I am _ with my use of ___.
    • Extremely displeased … Extremely pleased.
    • Extremely frustrated … Extremely contented.
    • Extremely terrible … Extremely delighted.
    • Extremely dissatisfied … Extremely satisfied.

Scale references

Mathieson, K. "Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior." Information Systems Research (2:3), September 1991, pp 173-191.

References

Ajzen, 1991 I. Ajzen, The theory of planned behavior, Organizational Behavior and Human Decision Processes 50 (1991), pp. 179–211

Bhattacherjee, A., 2001. Understanding information systems continuance: an expectation-confirmation model. MIS Quarterly 25 (3), 351–370.

Bhattacherjee, A., and Prekumar, G. 2004. Understanding changes in belief and attitude toward information technology usage: a theoretical model and logitudinal test. MIS Quarterly, 28:2, 229-254.

Davis, F.D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, Vol. 13, No. 3 (Sep., 1989), pp. 319-340 Stable URL: http://www.jstor.org/stable/249008

Davis, F.D., Bagozzi, R.P., and Warshaw, P.R. (1989) "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models." Management Science (35:8), pp. 982-1003.

Karahanna, E., Straub, D. W., and Chervany, N. L. (1999). Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs. MIS Quarterly, 23:2, 183-213. Stable URL: http://www.jstor.org/stable/249751

Lee 2009 doi:10.1016/j.compedu.2009.09.002

Oliver, R. L. (1980). A cognitive model for the antecedents and consequences of satisfaction. Journal of Marketing Research, 17, 460–9.

Prekumar, G. and Bhattacherjee, Anol. (2006) "Explaining information technology usage: A test of competing models." Omega. Volume 36, Issue 1, February 2008, 64-75. doi:10.1016/j.omega.2005.12.002

Rogers, E. M. Diffusion of Innovations (4th ed.), Free Press, New York, 1995.

Thong, J.Y.L., Hong, S., and Tama, K.Y. (2006). The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance. International Journal of Human-Computer Studies, 64, 799–810.

Retrieved from "http://www.kevindriscoll.org/wiki/Continuance_and_Video_Hosting_Services"
Personal tools