Platform Adoption Factors in the Internet Industry

• Main Author: Junic Kim
• Format: Article
• Language: English
• Published: MDPI AG 2018-09-01
• Series: Sustainability
• Subjects: platform; technology acceptance model; perceived diversity; perceived security; perceived satisfaction
• Online Access: http://www.mdpi.com/2071-1050/10/9/3185

This study examines the factors influencing the choices of Internet platform services by applying the technology acceptance model. For this purpose, the analysis is conducted with 222 people who use different types of Internet platforms by utilizing structural equation modeling. The results show that perceived usefulness had positive effects on the intention to use, perceived ease of use, diversity, and security risks affected by the perceived usefulness, and the indirect influences on the intention to use. In addition, satisfaction (in relation to service quality) was found to affect both perceived ease of use and perceived usefulness. This research is significant because it will make it possible to predict users’ perceptions of Internet platforms, which is important for establishing relevant strategies.