The Moguls' Model of Computing: Integrating the Moderating Impact of Users' Persona into the Technology Acceptance Model

Abstract

This research investigates the moderating impact of mogul's/entrepreneurs' persona such as innovativeness, risk-taking propensity, perseverance, and flexibility on the relationship between users' ease of use and usefulness perceptions and system usage. Perceived usefulness and ease of use are important constructs in the Technology Acceptance model (TAM), which have been generally linked to the usage of technologies-directly and indirectly. However, unique user persona, such as found among entrepreneurs, may have different implications on these relationships. This research explores such implications among the Chinese, the Indians, and the Malay entrepreneurs. Findings and implications of the research are discussed.

Keywords::

• Technology Acceptance Model
• Entrepreneurs
• Computing
• Mogul's Model

Additional information

Notes on contributors

Nelson Oly Ndubisi

Nelson Oly Ndubisi is the coordinator for postgraduate studies at the international campus of the University of Malaysia Sabah in Labuan. Nelson is the recipient of two research awards. His articles in the area of electronic transactions and technology marketing have featured in a number of prestigious journals. His research interests are in technology marketing and usage behaviors, e-transactions, entrepreneurship, relationship marketing, etc.

Omprakash K. Gupta

Omprakash K. Gupta is professor of management at Prairie View A&M University. He has previously worked at Washington State University, IIM Ahmedabad, Ball State University, Indiana University Northwest, Nirma Institute of Management and Purdue University. Dr. Gupta's primary research interests are in operations management, mathematical programming, information management, and general management and he has published in various International Journals. He is currently editor-in-chief of the International Journal of Operations and Quantitative Management.

Gibson C. Ndubisi

Gibson Ndubisi holds the Master of Science majoring in the sociology of deviant. Gibson is particularly interested in understanding the social factors that influence technology adoption and acceptance in organizations and by individuals, which is also the focus of his doctoral proposal.