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Transactions: WSEAS TRANSACTIONS ON COMMUNICATIONS
Transactions ID Number: 42-241
Full Name: YaYueh Shih
Position: Assistant Professor
Age: ON
Sex: Female
Address: 580 Sinmin Rd., ChiaYi City 600
Country: TAIWAN
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E-mail address: moonshih@mail.ncyu.edu.tw
Other E-mails: moon.shih@msa.hinet.net
Title of the Paper: Extended technology acceptance model from a information and system quality perspective
Authors as they appear in the Paper: Ya-Yueh Shih, Siao-Sian Huang
Email addresses of all the authors: moonshih@mail.ncyu.edu.tw, moon.shih@msa.hinet.net
Number of paper pages: 14
Abstract: Broadband internet has spread quickly in today¡¦s electronic society. Traditionally, users have not been satisfied by the delivery of text, picture, and music files. Therefore, the digital contents service has been expanding, and has been changing the existence, such as the e-mail, chatting, e-news, Live TV and radio. The multimedia-on-demand (MoD) is one of the services based on the digital contents issue to develop the related technology. This study replicates and expands the Technology Acceptance Model (TAM) from information and system quality perspective, named extended TAM to measure the user¡¦s behaviour intention in multimedia-on-demand. Data were gathered from 300 potential users of MoD. Structural equation modelling was used to analysis the responses. Analytical results indicated that the extended TAM to have a good fit to data. The predictive power of TAM and extended TAM for behaviour intention are both 83%. However, extended TAM has a higher predictive !
power for perceived usefulness (47%) and attitude (70%) than TAM (19% and 69%, respectively) in the context of MoD. This finding demonstrates that extended TAM in MoD only addresses the user¡¦s behaviour intention, but can also consider the information and system quality.
Keywords: Information quality, system quality, multimedia-on-demand, MoD, technology acceptance model, structural equation modelling.
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