exhibition attendees' smart technology actual usage: a case of near field communications

ENTER 2015 Research Track Slide Number 1

Exhibition Attendees' Smart Technology Actual Usage

: A Case of Near Field Communications

Heejeong Hana, Namho Chungb, Chulmo Kooc, and Kyoung Jun Leed

Kyung Hee University, Republic of [email protected]; [email protected]; [email protected]; [email protected]

http://www.strc.khu.ac.kr

http://www.ifitt.org/


CONTENTS

1. Introduction

2. Theoretical Background

3. Research model and Hypotheses

4. Research Methodology

5. Data Analysis and Results

6. Conclusions



1. Introduction

• NFC (Near Field Communication)

“a set of short-range wireless technologies”



1. Introduction

• NFC (Near Field Communication)

“a set of short-range wireless technologies”

(http://trixarena.net/nfc-near-field-communication-works/)



1. Introduction

The examples of NFC in the tourism industry

(http://www.jejuworldwide.com)

(http://www.nfcworld.com)

(http://www.kbench.com/?q=node/118855)



1. Introduction

(http://www.nfcworld.com)

The examples of NFC in the tourism industry

Exhibition attendees can access smart tags with their NFC-enabled

smartphones in exhibition places, and then acquire information or

experience services inserted in NFC tags.



1. Introduction

• Utilization of NFC in the tourism arena is deeply related to the vitality of the new technology.

• It is important to examine NFC actual usage by the exhibition attendees and its determinants.

Expectation-Confirmation Model (ECM) by Bhattacherjee (2001) Expectation-Confirmation Model (ECM) by Bhattacherjee (2001)

Explain user’s continuous acceptance of information system using the framework.

Confirmation (evaluation)

Continuance intention

Post-expectation (user’s beliefs),

Satisfaction



1. Introduction

InternalFactor

ExternalFactor

Self-Efficacy

OrganizationalSupport

• Internal and external factors inspire visitors to adopt a new technology such as NFC (Ajzen 2002; Kim & Kankanhalli, 2009).

• how well a user can handle the technology• as an important factor related to IT

(e.g., Chen et al., 2010; Kim & Kankanhalli, 2009).

• the use of an unfamiliar technology to users requires learning and guidance to better understand its utilization (Kim & Kankanhalli, 2009)

However, previous studies on NFC have focused only on technical

understanding, development and behavioral intention (e.g., Chen & Chang,

2013; Egger, 2013; López-de-Ipiña et al., 2007; Luarn & Juo, 2010).

Based on the lacking number of actual cases and studies of applying NFC

in exhibition sector, the study on the identification of NFC actual use is

necessary.



1. Introduction

(1) identify the critical internal and external factors influencing on

NFC user’s actual use in the context of exhibition

(2) examine how those factors influence visitor’s perceived

confirmation, NFC quality, NFC satisfaction, planned behavior

and NFC actual use

Research Objectives



2.Theoretical Background

To understand consumer’s subsequent behavior in the various contexts

(Bhattacherjee, 2001; Chen et al., 2010; Hossain & Quaddus, 2012).

Consumers formed expectation of a particular product or service and then they

perceived performance when using it.

Expectation-Confirmation Theory (ECT) by Oliver (1980)

Figure 1. ECT Framework

However, ECT ignored changes in consumer expectation after

using the product or service.




Apply ECT to the use of information system.

Combined with Technology Acceptance Model and ECT.

Focus on post-acceptance variables.

Post-expectation such as perceived belief was replaced with pre-expectation because

its definition is consistent with one of the expectations in ECT.

Expectation-confirmation model (ECM) by Bhattacherjee (2001)

Post Expectation

Post Performance

Figure 2. ECM Framework



2.Theoretical BackgroundExpectation-confirmation model (ECM) by Bhattacherjee (2001)

Technolo

gyUSER

Satisfaction

Continuously use or Stop

ConfirmationPost-

expectation

Perceived Belief(Usefulness)

Continuance Experience

This model has been widely used in technology acceptance research (e.g., Chen et al.,

2010; Chen et al., 2013) and also, applied to tourism area (e.g., Casaló et al., 2010; Li &

Liu, 2014).




Internal and external factors are influencing on user’s actual usage

(Ajzen 2002; Kim & Kankanhalli, 2009).

NFCExhibitionvisitors

Internal factor

External factor

Self-Efficacy


Self-efficacy: the confidence of being able to use the new technology Organizational support: the exhibition organizers’ assistance to

understand the new technology

Internal and External factors



H7

Self-Efficacy

Confirmation

NFCSatisfaction


NFCQuality

Planned Behavior

NFCActual Use

H1

H2

H5 H8

H3

H4

H6

Evaluation Phase Post-expectation Phase Continuous Experience Phase


Figure 3. Research model



H8

H3

H4

H1

H2H7

Self-Efficacy

Confirmation

NFCSatisfaction


NFCQuality

Planned Behavior

NFCActual Use

H5

H6


Self-efficacy is a user’s confidence in his own ability to accept the new situation or new technology (Bandura, 1995; Kim & Kankanhalli, 2009).

Some researchers pay attention to the link between self-efficacy and confirmation (performance) (e.g., Chen et al., 2010).

H1: Self-efficacy has a positive effect on confirmation.

Confirmation (Perceived performance > Pre-expectation)

More confidence

Self-efficacy

(Chen et al., 2010)



H8

H3

H4

H1

H2

H7

Self-Efficacy

Confirmation

NFCSatisfaction


NFCQuality

Planned Behavior

NFCActual Use

H5

H6


H2: Organizational support has a positive effect on confirmation.

Organizational support is defined as the perceived assistance of exhibition organizers to make visitors easily adopt NFC in an exhibition (Kim & Kankanhalli, 2009).

In the context of adopting a new technology, learning and guidance are needed (Igbaria et al., 1996; Kim & Kankanhalli, 2009).

This organizational support to users improves their performance (Lee et al. 2010, Tzeng, 2011) .

The level of confirmation organizational support



H8

H3

H4

H1

H2H7

Self-Efficacy

Confirmation

NFCSatisfaction


NFCQuality

Planned Behavior

NFCActual Use

H5

H6


H3: Confirmation has a positive effect on NFC quality.H4: Confirmation has a positive effect on NFC satisfaction.H5: NFC quality has a positive effect on NFC satisfaction.

The ECM supposes that users’ confirmation affects their beliefs and satisfaction to use information system. This affects the acceptance of the system (Bhattacherjee, 2001).

Visitors highly evaluate NFC quality and are satisfied with NFC in an exhibition because they are already confirmed.

Service quality enhances users’ satisfaction with information technology (Subramanian et al., 2014; Yang et al., 2005).



User’s satisfaction with experience and NFC quality are important factors in the context of information technology usage (Bhattacherjee, 2011; Chen et al., 2013; Lee & Chung, 2009).

This study identifies planned behavior as the degree that NFC enhances visitors’ action as previously arranged.

H7

H6

H8

H3

H4

H1

H2

Self-Efficacy

Confirmation

NFCSatisfaction


NFCQuality

Planned Behavior

NFCActual Use

H5


H6: NFC quality has a positive effect on planned behavior.H7: NFC satisfaction has a positive effect on planned behavior.

NFC Quality Planned behavior

(Visitors will put their plan into practice using NFC)NFC satisfaction



• In this study, NFC actual use adapted from Davis (1989)’s system use is defined as the actual record among visitors (i.e., total frequency of touching NFC and total time of using NFC) and means continuous use of NFC.

• Planned action is a starting point for rational action and human takes the action as planned (Muñoz & Encinar, 2014).

H7

H6

H8

H3

H4

H1

H2

Self-Efficacy

Confirmation

NFCSatisfaction


NFCQuality

Planned Behavior

NFCActual Use

H5


H8: Planned behavior has a positive effect on NFC actual use.

NFC actual use Planned behavior




4.1 Instrument development

• We modeled the higher-order construct for actual use, as the function of two formative dimensions; touch frequency and usage time.

• The touch frequency and usage time of NFC were derived from a real log file.

Constructs From Scale

Self-efficacy (3 items)Kim & Kankanhalli (2009)

7-poing Likert scale

Organizational support (3 items)

Confirmation (3 items)Bhattacherjee (2001)

Satisfaction (4 items)

NFC quality (5 items) Lee & Chung (2009)

Planned behavior (2 items) Self-deveolped

NFC actual useTouch frequency

real log file from organizerUsage time

the gap time between initial touch and final touch time





☞ Venue: Osong Train station in Cheongwon-gun,

Chungcheongbuk-do, Republic of Korea

☞ Period: May 3 – 26, 2013 (09:00 – 18:00)

☞ about 300 local and international businesses related to cosmetics

and beauty products as well as 500 buyers participating

Cosmetics & Beauty Expo Osong Korea 2013

Various NFC tags and their management system were developed for this expo and about 1.000 NFC tags were installed in exhibition hall. NFC tags which be placed within the exhibition were issued and registered through the tag management system.

When the NFC tags are connected by smartphones without any applications, the visitors receive their unique ID.




Figure 4. Snapshot of NFC use


NFC tagNFC tag





Figure 5. Snapshot of NFC services

NFC tags •Recommend popular exhibition halls and surrounding attractions

•Exchange business cards

•Offer discount coupons for products, exhibition information catalogues, and an

exhibition map





387 questionnaires

Data Collection

• Period: May 17 to 21, 2013

• Sample: the visitors who used NFC in the exhibition

• Each staff handed out a flyer about introduction and usage of NFC at the entrance of the exhibition.

• After several hours, visitors answered the self-administered questionnaire at the exit.

• In Total, 614 respondents participated and 227 of them were eliminated due to inconsistent responses or questionnaires without visitor’s ID.




Characteristics n % Characteristics n %

GenderMale 144 37.2

Occupation

Worker 175 45.2

Female 243 62.8 Professional 89 23.0

Age

Under 20 3 0.8 Self-employed 23 5.9

20~29 97 25.1 Homemaker 68 17.6

30~39 148 38.2 Others 32 8.3

40~49 111 28.7

Monthly Income

Less than 1 million won* 11 2.8

50~59 20 5.2 1~1.9 million won 88 22.7

Over 60 6 1.6 2~2.9 million won 119 30.7

None 2 0.5 3~3.9 million won 63 16.3

Education

Middle and high school

80 20.7 4~4.9 million won 51 13.2

2 year college 107 27.6 5~6.9 million won 22 5.7

University 159 41.1 7~9.9 million won 14 3.6

Graduate school 39 10.1 Over 10 million won 10 2.6

None 2 0.5 None 9 2.3

Total 387 100.0 Total 387 100.0

4.2 Data collection

Table 1. Demographic information of respondents


ENTER 2015 Research Track Slide Number 26 Note. a) Composite Reliability, b) average variance extracted

Constructs VariablesStandardiz

edloadings

C.R.a) AVE b) α

Self-efficacy

Based on my own knowledge, skills and abilities, using NFC would be easy for me.

0.908

0.942 0.845 0.908I am able to use NFC without the help of others. 0.944

I am able to change to use NFC reasonably well on my own. 0.905

Organization support

The Expo provides me guidance on how to use NFC. 0.922

0.952 0.869 0.924The Expo provides the necessary help and resources to enable

me to use NFC.0.950

I am given the necessary support and assistance to use NFC by the Expo.

0.924

Confirmation

My experience with using NFC was better than what I expected. 0.915

0.950 0.865 0.921The service level provided by NFC was better than what I

expected.0.940

Overall, most of my expectations from using NFC were confirmed.

0.935

NFCQuality

NFC is easy to access. 0.906

0.957 0.816 0.943

NFC is reliable. 0.922

The connection speed to NFC is fast. 0.904

The screen configuration in NFC is simple and easy to see. 0.913

The NFC provides me with helpful information of the exhibition. 0.870


Table 2. Descriptive statistics of constructs

5.1 Measurement Model

(continued)



Constructs VariablesStandardiz

edloadings

C.R.a) AVE b) α

NFCSatisfaction

I felt very satisfied about my overall experience of NFC use. 0.938

0.964 0.869 0.950

I felt very pleased about my overall experience of NFC use. 0.944

I felt very contented about my overall experience of NFC use. 0.936

I felt absoulutely delighted about my overall experience of NFC use.

0.911

PlannedBehavior

I adopt information as initially planned in this exhibition. 0.9270.921 0.854 0.829

I could watch this exhibition according to the schedule. 0.921

NFCActual Use

Total frequency of NFC touch 0.6770.794 0.665 -

NFC Usage time 0.933


Table 2. Descriptive statistics of constructs

Note. a) Composite Reliability, b) average variance extracted





Table 3. Correlations among constructs

Note. The diagonal elements in boldface in the “correlation of constructs” matrix are the square root of the average variance extracted (AVE), ** p<0.01, a) hour:minute:second


Construct Mean S.D.Correlation of constructs

(1) (2) (3) (4) (5) (6)

(1) Self-efficacy 5.028 1.087 0.919

(2) Organization support 4.891 1.207 0.612** 0.932

(3) Confirmation 5.099 1.084 0.526** 0.505** 0.930

(4) NFC quality 5.157 1.020 0.533** 0.407** 0.597** 0.903

(5) NFC satisfaction 5.024 1.070 0.534** 0.466** 0.831** 0.580** 0.932

(6) Planned behavior 4.380 1.097 0.359** 0.223** 0.357** 0.484** 0.345** 0.924

NFCActual use

Touch Frequency

25.73 10.178 -

Usage timea) 2:09:21 1:21:11 -




0.152**

Self-Efficacy

ConfirmationR2=0.332

NFCSatisfaction

R2=0.705


NFC Quality

R2=0.358

Planned BehaviorR2=0.241

NFCActual UseR2=0.023

0.350***

0.292 ***

0.130***

0.598***

0.755*** 0.098*

0.428***

* p<0.10, ** p<0.05, *** p<0.001

Figure 6. Results of SEM analysis

5.2 Structural Model




5.2 Structural Model

Table 4. Standardized Structural Estimates and Hypotheses tests.

Hypothesis Path Estimates t-value Results

H1 Self-efficacy → Confirmation 0.350 5.704 Supported

H2Organizational

support→ Confirmation 0.292 4.609 Supported

H3 Confirmation → NFC quality 0.598 15.123 Supported

H4 Confirmation → NFC satisfaction 0.755 21.956 Supported

H5 NFC quality → NFC satisfaction 0.130 3.678 Supported

H6 NFC quality → Planned behavior 0.428 6.779 Supported

H7 NFC satisfaction → Planned behavior 0.098 1.841 Supported

H8 Planned behavior → NFC actual use 0.152 2.563 Supported



6. Conclusions

– Personally, though visitors may handle NFC well, exhibition organizer’s assistance also are necessary so that users perceive its performance more than they expected.

– In order to increase the usage of a new technology, interested parties (i.e., DMOs, tourism applications developers, tourism marketers, and its associated organizations) should build experience centers or attempt promotions and provide assistances for tourists using NFC.

Self-efficacy and organizational support positively affected confirmation (H1 and H2) .



6. Conclusions

– NFC developers and exhibition organizers should try to meet visitor’s needs related to NFC.

Confirmation positively affected NFC actual use via NFC quality, NFC satisfaction, and

planed behavior (H3, H4, H5, H6, H7, and H8) .

H1

H2

H3

H4

H5

H6

H7

H8



6. Conclusions

– This study attempted to empirically explain the actual usage of NFC in

tourism based on ECM with a real NFC log data that presented visitors’ use

time and touch frequencies.

– Our theoretical attempt is the start of a promising era for tourism industry.

Theoretical Implications

In line with this, this study tried to understand visitor’s actual NFC use with ECM.

Actual usage is directly linked with benefits from organizational investment, vitality and advance in technology (Bhattacherjee, 2001; Li & Liu, 2014).



6. Conclusions

– This study used the data in only one exhibition, which limits generalization.

⇒ More research should be conducted about NFC in the context of tourism.

– For better understanding NFC actual use, future study should be applied to

other factors, such as technical factors, social influence, affective factors and

visitor’s personality.

Limitation



Thank you

Q & A
