Consumer Intention to Use Anti-Spyware Software: An Application of Structural Equation Modeling

Consumer Intention to Use Anti-Spyware Software: An Application of Structural Equation Modeling

Norazah Mohd Suki, T. Ramayah, Au Soo Nee, Norbayah Mohd Suki
Copyright: © 2014 |Pages: 13
DOI: 10.4018/ijthi.2014070102
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Awareness of the importance to install anti-spyware software in one's computer has increased in this digital world. This research aims to investigate the relationship between relative advantage, moral compatibility, ease of use, subjective norms, image, computing capacity, perceived cost, and trialability, and the consumer intention to use the anti-spyware software. Data was coded and analyzed in the Statistical Package for Social Science (SPSS) computerized software version 21 and analyzed by means of Exploratory Factor Analysis (EFA). Next, Structural Equation Modeling (SEM) technique via Analysis of Moment Structure (AMOS) computer program version 21 was used for data analysis in order to achieve the research objective. Results validated the hypotheses and revealed that five vital factors: Ease of use, relative advantage, image, perceived cost, and moral compatibility influenced consumer intention to use the anti-spyware software. The ease of use dimension has the greatest impact on consumer intention to use the anti-spyware software. The developers of the anti-virus software or the software development companies should specifically target the right target groups, in terms of its market segmentation, targeting, and positioning, to boost up consumer awareness and deployment of the anti-spyware software. This research brings implication in terms of it does help the researchers and IT professionals to understand factors that influence consumer intention to use anti-spyware software.
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Attitude is related to the assessment of the desirability of performing a behavior, by an individual (Hall & Fenton, 1997). Foregoing research show that an individual’s attitude is influenced by external factors such as system features, training, documentation, compatibility, and user support (Davis, 1989; Vijayasarathy, 2004). Attitude has a significant relationship withi ndividual behavior on the assessment of an advanced technology (Moon & Kim, 2001; O’Cass & Fenech, 2003; Van der Heijden, 2003). Relative advantage is related to the degree to which adopting the IT innovation is perceived as being better than using the practice it supersedes (Karahanna, Straub, & Chervany, 1999). Compatibility is related to the degree to which an innovation is perceived as being consistent with the values, past experiences, and needs of the potential adopter (Adams, Nelson, & Todd, 1992; Venkatesh, 2000). Moral compatibility represents an individual’s perception of a responsibility to perform or refuse to perform a certain behavior (Adams, 1992, Banerjee, Cronan, & Jones, 1998). A system that is difficult to use is less likely to be accepted since it requires user to put significant determination and interest (Teo & Pok, 2003).

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