Abstract
The way of promoting new technology of social computing, swarm, data mining is to increase the user acceptance and usage of the technology. Technology Acceptance Model, TAM argued users’ satisfaction can prompt their intention to use a new technology. Not only intention to use the new technology is important but also users’ adhesion too. In marketing research, users’ intention to use can be predicted by attitude. This study integrates users’ attitude from marketing into TAM and argues that continuous intentional use of a new technology can be preciously predicted and facilitated by attitude. Research result showed attitude can preciously predict continuous intention, meanwhile, enhancing explanatory power of continuous intention. Research result also showed attitude mediating between satisfaction and continuous intention. Research result, the mediation of attitude, suggests top managers pay attention and allocate resources to build up users’ attitude of favor to the new technology rather than rescue multifarious trivial dissatisfaction deviations. Research result showed dissatisfaction deviations will be diminished into attitude of favor; that is, deviation of dissatisfaction can be cover by user’s attitude of favor.
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Hsieh, ST. (2019). The Critical Factor Prompting the Usage of a Social Computing. In: Tan, Y., Shi, Y., Niu, B. (eds) Advances in Swarm Intelligence. ICSI 2019. Lecture Notes in Computer Science(), vol 11656. Springer, Cham. https://doi.org/10.1007/978-3-030-26354-6_31
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DOI: https://doi.org/10.1007/978-3-030-26354-6_31
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