Exploring the Acceptance of Ubiquitous Computing-based Information Services in Brick and Mortar ...

301 Pages·2017·1.83 MB·English

by  Sara Kh

Exploring the Acceptance of Ubiquitous Computing-based
Information Services in Brick and Mortar Retail Environments
An Integration of UTAUT2 and Media System Dependency Theory

Vom Promotionsausschuss der
Technischen Universität Hamburg
zur Erlangung des akademischen Grades
Doktorin der Wirtschafts- und Sozialwissenschaften (Dr. rer. Pol.)
genehmigte Dissertation
von
Sara Kheiravar
aus
Tabriz
2018

I
Erster Gutachter: Herr Prof. Dr.Thorsten Blecker
Zweiter Gutachter: Herr Prof. Dr. Christian M. Ringle
Tag der mündlichen Prüfung: 19.06.2018
II
Acknowledgment
Doing a PhD and writing a dissertation is an enjoyable and fulfilling but at the same time a long
and rough journey; loaded with many moments of excitement and motivation but also that of
exhaustion and disappointment. Without academic and emotional support of many people along
this journey I wouldn’t be able to successfully complete it.
First and foremost, with deep sense of gratitude, I wish to thank my advisor, Professor Thorsten
Blecker, for his academic support, insightful discussions, and constructive criticism. I would also
like to thank Professor Christian M. Ringle for accepting to be my second advisor. He was
always generous with his time answering my questions and giving invaluable feedbacks on my
work.
Even though this dissertation was a big milestone in completing my PhD, it might not do justice
summarizing my experience at the Institute of Business Logistics and General Management
(LOGU) of TUHH. My experience at LOGU was nothing short of amazing for which I am
indebted to my great colleagues, faculty and staff of LOGU, many of whom became my true
friends ever since we met at the institute. A special acknowledgment goes to my officemates:
Semah Ibrahim Ben Abdelaziz and Ahmed Ziad Benleulmi whose support especially during
survey design and data collection was invaluable.
In addition, I would like to thank Hella, Herman, and Thorsten who provided me with the best
imaginable warm and inviting environment upon my arrival in Hamburg. Since my first day in
Hamburg I have felt at home and since then they are like family to me.
Finally and most importantly, I am endlessly grateful to my family. I could not be the person I
am today without them. My dear parents, Hamideh and Belal, unconditionally and generously
supported me in every imaginable way to reach my dreams. They inspired me to love and enjoy
learning, and taught me that it is only with persistence and hard work that one could achieve her
dreams. My lovely sisters, Shirin, Solmaz, and Salma, and brothers, Mohammadhassan, and
Khaled, were always there to motivate and cheer me up. Finally, my best friend and husband,
Philipp, whom I cannot thank enough was an outstanding emotional support and a great
academic advisor. He patiently listened to each and every one of my presentations, discussed
III
ideas, and shared the passion for research with me. I am eternally blessed to have him by my
side.
IV
Table of Contents
List of Figures ............................................................................................................................... IX 
List of Tables ................................................................................................................................ XI 
1  Introduction ................................................................................................................................ 1 
1.1  Motivation .......................................................................................................................... 1 
1.2  Research Gap ..................................................................................................................... 4 
1.3  Structure of the Thesis ..................................................................................................... 10 
2  Research Background............................................................................................................... 13 
2.1  Ubiquitous Computing ..................................................................................................... 13 
2.1.1  Evolution of the Research ....................................................................................... 14 
2.1.2  Characteristics ......................................................................................................... 23 
2.2  Applications in Brick and Mortar Retail ......................................................................... 30 
3  Theoretical Framework ............................................................................................................ 37 
3.1  Technology Acceptance Research ................................................................................... 38 
3.1.1  The Origin of Technology Acceptance Models ...................................................... 41 
3.1.1.1  Theory of Reasoned Action .............................................................................. 41 
3.1.1.2  Theory of Planned Behavior ............................................................................. 44 
3.1.2  Technology Acceptance Model (TAM) .................................................................. 47 
3.1.2.1  Extension of TAM by Social Factors ................................................................ 50 
3.1.2.2  Extension of TAM by Affective Factors ........................................................... 55 
3.1.2.3  Elaboration of TAM – Unified Theory of Acceptance and Use of
Technology (UTAUT) ...................................................................................... 60 
3.1.3  Technology Acceptance Research on Ubiquitous Computing-based Information
Services in Brick and Mortar Retail ........................................................................ 64 
3.2  Mass Media Effects Research .......................................................................................... 72 
V
3.2.1  Media System Dependency Theory ........................................................................ 73 
3.2.2  Individual Media System Dependency Relations ................................................... 77 
3.2.2.1  Determinants of Individual Media System Dependency Relations .................. 78 
3.2.2.2  Typology of Individual Media System Dependency ........................................ 80 
3.2.3  Individual Media System Dependency in Information System Research ............... 82 
4  Exploring Consumers’ Acceptance of Ubiquitous Information Services in Brick and
Mortar Retail – Conceptual Model and Research Hypothesis ................................................. 87 
4.1  Developing a Context-Specific Theory in Information Systems Research ..................... 87 
4.2  Choice of the Base Model ................................................................................................ 92 
4.3  Contextualizing UTAUT2 into In-Store Ubiquitous Computing-based Information
Services ............................................................................................................................ 94 
4.3.1  Cognitive Factors .................................................................................................... 97 
4.3.1.1  Performance Expectancy ................................................................................... 97 
4.3.1.2  Effort Expectancy ............................................................................................. 99 
4.3.2  Social Factor: Social Influence ............................................................................. 100 
4.3.3  Affective Factor: Hedonic Motivation .................................................................. 102 
4.3.4  Intention to Prefer ................................................................................................. 104 
4.3.5  Moderators ............................................................................................................ 106 
4.3.5.1  Age .................................................................................................................. 106 
4.3.5.2  Gender ............................................................................................................. 108 
4.4  Incorporating Contextual Factors – User Characteristics .............................................. 111 
4.4.1  Incorporating Internet Dependency into UTAUT2 ............................................... 113 
4.4.1.1  Internet Dependency to Fulfill Orientation goals ........................................... 116 
4.4.1.2  Internet Dependency to Fulfill Play goals ....................................................... 121 
4.4.2  Incorporating Personal Innovativeness and Involvement into UTAUT2 ............. 122 
4.4.2.1  Personal Innovativeness in Information Technology ...................................... 123 
VI
4.4.2.2  Personal Involvement – Personal Relevance and Importance ........................ 126 
4.5  Incorporating Contextual Factors .................................................................................. 127 
4.5.1  Service Type ......................................................................................................... 128 
4.5.2  Technology Type .................................................................................................. 131 
4.6  Summary of Hypotheses ................................................................................................ 132 
5  Empirical Study ...................................................................................................................... 137 
5.1  Selecting the Statistical Analysis Method ..................................................................... 137 
5.1.1  Structural Equation Modeling ............................................................................... 139 
5.1.2  PLS-SEM and CB-SEM ........................................................................................ 143 
5.2  PLS-SEM Analyses ....................................................................................................... 145 
5.2.1  Model Creation ..................................................................................................... 146 
5.2.2  Data Collection and Examination ......................................................................... 152 
5.2.3  Model Estimation and Results Assessment .......................................................... 160 
5.2.3.1  Quality Criteria for Measurement Model Assessment .................................... 161 
5.2.3.1  Measurement Model Assessment .................................................................... 163 
5.2.3.2  Quality Criteria for Structural Model Assessment .......................................... 179 
5.2.4  Assessing the Influence of Categorical Moderator Variables ............................... 187 
5.2.4.1  Age .................................................................................................................. 190 
5.2.4.2  Gender ............................................................................................................. 196 
5.2.4.3  Service Type ................................................................................................... 199 
5.2.4.4  Technology Type ............................................................................................ 202 
5.2.5  Summary of Empirical Results ............................................................................. 205 
6  Discussion of Results and Conclusion ................................................................................... 208 
6.1  Theoretical Implications ................................................................................................ 208 
6.2  Managerial Implications ................................................................................................ 216 
VII
6.3  Limitations and Recommendations for Future Research ............................................... 225 
Appendix ..................................................................................................................................... 227 
Questionnaire for the Use and Acceptance of Ubiquitous Technologies in Retail
Environment .................................................................................................................. 227 
References ................................................................................................................................... 255 

VIII
List of Figures
Figure 1: Engel-Kollat-Blackwell’s consumer behavior model ..................................................... 1 
Figure 2: Schematic presentation of the structure of thesis .......................................................... 12 
Figure 3: Chronological evolution of research around ubiquitous computing and future
research challenges....................................................................................................... 23 
Figure 4: Characteristic dimensions of ubiquitous computing applications ................................. 25 
Figure 5: Schematic presentation of Theory of Reasoned Action (TRA) .................................... 42 
Figure 6: A detailed schematic presentation of TRA including the external variables ................ 44 
Figure 7: Schematic presentation of Theory of Planned Behavior (TPB) .................................... 45 
Figure 8: A detailed schematic presentation of TPB including the background factors .............. 46 
Figure 9: Schematic presentation of Technology Acceptance Model (TAM) .............................. 47 
Figure 10: Schematic presentation of the basic concept underlying user acceptance models ...... 49 
Figure 11: Schematic presentation of TAM extended to account for social influences ............... 51 
Figure 12: Schematic presentation of TAM2 – an extension of TAM ......................................... 53 
Figure 13: Schematic presentation of TAM3 – an extension of TAM ......................................... 57 
Figure 14: Schematic presentation of Consumer Acceptance of Technology (CAT) .................. 59 
Figure 15: Schematic presentation of Unified Theory of Acceptance and Use of Technology
(UTAUT) ..................................................................................................................... 62 
Figure 16: Schematic presentation of UTAUT2 – an extension of UTAUT ................................ 64 
Figure 17: Determinants of individual media system dependency relations ................................ 79 
Figure 18: Approaches for incorporating the context into theorizing ........................................... 91 
Figure 19: The procedure of contextual theory development ....................................................... 92 
Figure 20: The primary research model – adjusted UTAUT2 to the context of ubiquitous
computing information services ................................................................................... 96 
Figure 21: Incorporating the Internet media dependency relations into the base model ............ 116 
Figure 22: Incorporating the personal innovativeness and involvement into the base model .... 123 
Figure 23: Incorporating service type and technology type into the base model ....................... 128 
Figure 24: The final conceptual model of this dissertation ......................................................... 136 
Figure 25: Selecting a multivariate technique ............................................................................ 138 
Figure 26: Graphical presentation of an exemplary structural equation model .......................... 141 
IX
Figure 27: Procedure of applying PLS-SEM for this work ........................................................ 146 
Figure 28: Path diagram for the acceptance model of in-store ubiquitous computing-based
information services ................................................................................................... 147 
Figure 29: Smart Mirror scenarios for information search and alternative evaluation stages .... 156 
Figure 30: Mobile application scenario based on the customers own smart phones .................. 157 
Figure 31: Reflective and formative measurement model conceptualization and
operationalization ....................................................................................................... 163 
Figure 32: Importance-performance matrix analysis for determinants of intention to prefer
(information search and alternative evaluation) ......................................................... 218 
Figure 33: Importance-performance matrix analysis for determinants of intention to prefer
(stationary technologies and mobile applications) ..................................................... 221 

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