UNDERSTANDING CUSTOMER ACCEPTANCE OF TELEMATICS: THE RELATIONSHIP OF ATTITUDE, NORMATIVE AND CONTROL BELIEFS STRUCTURE WITH TECHNOLOGY ACCEPTANCE MODEL (TAM) JARURAMPAI UTHAI 5749110. 1. To understand customer acceptance through technology and non-acceptance through technology does not become Model (TAM).
Research framework and hypothesis development
Research model
Hypotheses
LITERATURE REVIEW
Definition of Telematics
Definition of Technology Acceptance Model (TAM)
This theory adds the determinant of Control belief structure (PBC), which refers to a person's perception of their ability to use the information technology to understand the behavioral intention to use the technology of the users. Patterson Kim Harris, 2006 4) The degree to which a person believes that ... if he or she uses the system would be free of any effort.
Definition of Decomposed Theory of Planned Behavior (DTPB)
Compatibility The degree to which a person believes they have the potential to adopt information technology based on their existing values, needs, and past experiences with the technology. Self-efficacy An information technology user's perception of his or her ability to perform a behavior. Control beliefs related to resource and technology factors such as time and money and information technology compatibility that may hinder user use.
Behavioral intention (BI) will not be influenced by attitude as an important determinant of intention and use, if users have not had experience. However, this model may be an effective measure of behavioral intention (BI), when attitude may not be a determinant of IT use relative to performance is the key. On the other hand, TAM is an effective measure of the use of information technology with which they have had previous experience.
The hypothesis of the theory is expanded in the details of the determinants; Attitudinal Belief Structure, Normative Belief Structure and Control Belief Structure (PBC). However, for the subjective rater (SN), many research papers found that it can be used to evaluate early stage implementation and design features, when the individual has limited direct experience in using Information Technology. This model especially provides the practical application case of Information Technology in the future, which is suitable only to provide the information based for the executive to make an easier decision before launching any new information technology.
RESEARCH METHODOLOGY
The telematics development project in automotive industry
Instrument Development
The survey was conducted through the website “survey monkey” due to the ease of conducting statistical data, as the data can be entered directly into the SPSS program. After studying many websites, the researcher found that this is more convenient than others, so he chose to use this website to conduct the survey. In addition, this project focuses on Bangkokians, so research has shown that it is suitable for the target group to conduct the research.
At the same time, Bangkokians do not only use Thai language, therefore the survey was also done in English version.
Data collection and Instrument
RESEARCH FINDING
Demographic profile of the respondents
The survey showed that most of the respondents have no experience with telematics by answering the survey for 59.7%. However, table 7 shows the functions of telematics that car users are aware of; the most popular telematics feature was calculating an estimated travel time (66.9%), followed by reporting an emergency (29.9%), and the least popular feature was booking time for maintenance (10.4%) as presented.
Descriptive statistics
Considering the sub-attributes, the built-in telematics in my car will be compatible with my driving determinant, higher than the use of telematics will match well with my driving average responses (Mean = 3.29, S.D. =0.86 and Mean = 3.26 , S.D. = 0.80). Deviation Using telematics will fit well with my driving 3.26 0.80 The telematics installed in my car will be compatible. Considering the sub-attributes, "I have the resources, knowledge and ability to use automotive telematics" received higher mean responses (mean = 3.27, SD = 0.90).
Considering the sub-attributes, “I intend to use automotive telematics while driving as often as necessary” received the highest mean responses (mean = 3.85, S.D. = 0.63). Almost all determinants had alpha greater than acceptable level (higher than 0.700) except for perceived usefulness and intention to use the determinant. Among all the determinants related to attitude, perceived behavioral control and normative structure towards the use of telematics installed in the purchased car, intention to use had the highest mean score (mean = 3.64, S.D. = 0.60), followed by the determinant of perceived usefulness (mean = 3.31, S.D. = 0.73), compatibility (mean = 3.28, S.D.
Hypothesis testing
- Result of quantitative research Table 15: Pearson’s correlation
- Result of qualitative research
From table 16 to table 18 report the estimation results of the first model and the rest of the tables will reveal results of the second model. This means at least one of the explanatory determinants will be statistically significant in predicting the score of dependent determinant. This means that the perceived usefulness, compatibility and normative score, the only explanatory determinant in the model, will be statistically significant in predicting the intention to use telematics.
The managerial level perspective on application development answered the question "What action does the company take in developing applications to increase acceptance of telematics in cars?" The telematics development project manager responded: “In my opinion, the drivers for the introduction phase that could gain customer acceptance were mainly seven parts; 1. Location detectable application; these concerns stem from the basic idea that most Thai people are middle class. Control your car with your mobile phone; information will be connected to the network such as you can warm up your car engine via mobile control in advance before you start driving or turn on the car air conditioning before entering or you can check whether you have already locked or unlocked the cars or not.
Second, the developers were asked that "What telematics features create and support telematics acceptance?" The manager said that "I will assume that the internship in using telematics is the customer data to analyze in the future. Of course, it can be said that we use data from telematics to set additional marketing strategies to support consumer insight more due to the use of the transaction of the data we receive." It is certain that data from customers using telematics in their cars will be analyzed in order to set a marketing strategy to make the most of the application frequency they use. We could be evaluated by location detection from the movement of the car, which we called application detection.” It could be said that the main purpose of telematics in cars today was to support or help customers as an emergency.
CONCLUSION AND RECOMMENDATIONS
- Discussion of research finding
- The linkage of attitudinal, normative and control belief structure to the intention to use
- The customers’ acceptance to intention to use Telematics in car This project chose to do the research for 2 models to prove that which
- Managerial Implication
- Limitations and Suggestions
- Scope of the study
- Population and demographic profile of the respondent
- Implication for future research project
- Conclusion
And the research showed that both two models (Model I = 42.2% and Model II = 42% are the result of the R-squared score) can be used to predict the intention to use the installed telematics. Both models in this project show that the determinant of compatibility has the greatest influence on customer acceptance, as most of the respondents are inexperienced users of the telematics installed in the car. From the limitation of the research period, this project decided to only include the study for the Bangkok area.
In addition, this project was carried out on a limited scale for on-board telematics in the car, which was only related to the daily use of customers. This research project focuses on inexperienced clients in Bangkok with a small sample size (n=154) due to limited project research time. However, the project did not require a detailed understanding of their existing acceptance or user expectations when using telematics.
There has been much research on the Technology Acceptance Model (TAM), which is adapted from the Theory of Reasoned Action (ART) to understand users' acceptance of the intention to use the information system or technology. From the result of the research found that it can be assumed that the acceptance of Thai consumers is not interested in telematics installed in cars, due to its limited experience. However, the telematics installed in the car is viable to launch in Thailand, however understanding the past user experience is the most important determinant for the system developer to recognize.
Shih-chih Chen, Huei-Huang Chen, "Toward an understanding of the relationship between satisfaction and continuance behavioral intention to use automotive telematics." International Management Conference in Barcelona, Spain. Taylor and Todd, "Understanding Information Technology Use: A Test of Competing Models," Institute for Operations Research and Management Sciences. Young-Wook Song, Ji Dae Kim, Liangri Yu, "A Comparative Study of the Telematics Industry in Korea and China", Journal of Internet Banking and Commerce (2012).
APPENDICES
Appendix A –Quantitative Questionnaire Items
ใช้เทคโนโลยีสารสนเทศ
Please select your gender (กรุณาเลือกเพศของท่าน)
Please select your age (กรุณาระบุอายุของท่าน)
You have had experience with "Telematics". Telematics is the system that helps the car owner connect to the car through his/her mobile phone). Instruction: Please identify the extent to which you agree or disagree with each of the following statements.
Perceived Usefulness รู้สึกเป็นประโยชน์
Evaluate of related questions on Telematics (วัดผลจากค าถามที่เกี่ยวข้อง)
Compatibility กำรเข้ำกันได้ดี
การใช้เทเลเมติกส์เหมาะกับการขับรถของฉัน (การใช้เทเลเมติกส์ เพื่อน ๆ คงคิดว่าควรใช้เทเลเมติกส์ (เพื่อน ๆ คิดว่าควรใช้เทเลเมติกส์) มีเครื่องมือ ความรู้ และความสามารถในการใช้เทเลเมติกส์ในรถยนต์ใช้ (ฉันมี.. . วิธีการ ความรู้ และความสามารถในการใช้เทเลเมติกส์ของรถยนต์ ความสามารถในการใช้เทเลเมติกส์ในรถยนต์)
คุณสามารถให้คะแนนความน่าดึงดูดโดยรวมของระบบเทเลเมติกส์ที่ติดตั้งในรถยนต์ที่คุณซื้อได้หรือไม่ ฉันจะขยายความเป็นไปได้ในการใช้เทเลเมติกส์ในรถยนต์ขณะขับรถ (ฉันจะใช้เทเลเมติกส์ในรถยนต์ขณะขับรถ)
บาท )
สถานภาพการสมรสของคุณคืออะไร? หนึ่งคำตอบ) (โปรดระบุสถานภาพสมรสของคุณเลือกเพียงข้อเดียว)
Appendix B –Qualitative Questionnaire Items
