Understanding Users’ Choice of Competing Browsers: An Application of Relative Mechanism using the Theory of Planned Behavior
Journal Title: Online Journal of Communication and Media Technologies - Year 2012, Vol 2, Issue 4
Abstract
Though many competing software applications are offered by different vendors, studies in IT adoption rarely look at the adoption of competing products. This study applies the theory of planned behavior to examine user choice of web browser software using relative mechanism. In this study, relative mechanism is defined as the degree to which users’ evaluation of one product dominates their evaluation of other alternatives. This paper hypothesizes that relative attitude, relative subjective norm, and relative perceived behavioral control will have positive effects on relative intention to use, and relative intention will have a positive effect on choice. The study is set in the context of two web browsers: Mozilla Firefox and Internet Explorer. A survey shows that applying relative mechanism to the theory of planned behavior can explain a high percentage of the variance in intention to use and choice of browser. Important contributions to research and practice are discussed.
Authors and Affiliations
Milagros Rivera-Sánchez| National University of Singapore, Singapore, Julian Lin| National University of Singapore, Singapore
Keywords
Related Articles
- EP ID EP9925
- DOI -
- Views 370
- Downloads 20
Equality through the Internet? Communicating Digital Inequality and the Identity of Youth in Turkey
This study aims to contribute to the literature on the relationship between the internet and youth, going beyond the binary axis of the opportunities and threats. The authors question the homogeneity of youth. The auth...
The Influence of Art on Singaporean Tertiary Undergraduates’ Acculturation Attitude towards Migrant Workers
The aim of the study was to find out how visual art could be effectively used in a social integration campaign among youth in Singapore. The study used both quantitative and qualitative methods with the aim of evaluati...
Non-Traditional Skills and Tactics and Modern Technology
Abstract Technology has introduced many non-traditional skills and tactics into the media and communication landscape. It is no longer business as usual. Every business organization and individuals now find ways and mea...
Evolutions in Photojournalism in India (2001 to 2011)
This study investigated the revolutionary impact of digitization on the photojournalism in India during the 2001 and 2011. The digital camera becomes very popular, almost every person is having a digital camera or cell...
Keyboard Action End up Political Party: Understanding the Intertwining Relations of Social Media Activism, Citizenship, And the Dynamics of Democracy in Indonesia
The networked citizen-centered perspectives generate opportunities for the democratic innovations through self-actualized networking and interaction. A qualitative case study from Indonesia is used to examine the dynam...