Academic journal article Global Business and Management Research: An International Journal

Male and Female Technology Users' Acceptance of On-Demand Services

Academic journal article Global Business and Management Research: An International Journal

Male and Female Technology Users' Acceptance of On-Demand Services

Article excerpt

Introduction

Advancements in mobile technology have generated not only novel forms of communication but also introduced a new way of providing services to customers. This new method of providing services is known as on-demand services. According to Jaconi (2014), on-demand services are services crafted for consumers to enable them to enjoy the immediate provisioning of good and services through the use of technology. With just one click on the mobile applications through a smartphone or tablet, services and products can be delivered to the customer. More importantly, consumers are in charge of the transactions without needing to leave home. This has made on-demand services cheaper.

At present, the on-demand economy is booming rapidly with the increase of many on-demand services tech start-ups in various industries (transportation, food, medical, home, beauty, health) and consumers' willingness to spend on such services. According to a survey done in the USA, on-demand services spending on online marketplaces (e.g. Ebay, Etsy) is the largest with a total of almost $36 billion annually followed by transportation (e.g. Uber, Lyft) at $5.6 billion in annual spending, food/grocery delivery (e.g. Instacart) at $4.6 billion annual spending (Colby and Bell, 2016). Apart from that, other on-demand services like home services (e.g. TaskRabbit), freelancer services (e.g. Elance), and health and beauty services (e.g. StyleSeat) account for $8.1 billion in spending annually while all other miscellaneous on-demand activity rakes in $3.8 billion (Colby and Bell, 2016). The on-demand economy attracts a diverse range of technology users. For instance, men and women alike are users of on-demand services. Nevertheless, with regard to their gender identity, there could be differences between both men and women in their usage of technology, how they perceive technology and the motivations behind their usage of technology.

Motivation and Objective of the Study

Gefen and Straub (1997) found that the perceptions of men and women vary in the use of technology. In their study, the perceived social usefulness of email was found to be lower with males than females. On the contrary, men perceived ease of use higher than women. Venkatesh and Morris (2000) proposed that the link between perceived usefulness, perceived ease of use, and subjective norm on intention to use the technology would be moderated by gender whereby these factors appeared to be more important for men than women. In their study on Taiwanese employees, Ong and Lai (2006) found that men's rating of computer self-efficacy, perceived usefulness, perceived ease of use, and behavioral intention to use e-learning surpassed that of women. At heart, gender is among the most fundamental groups to which individuals can ascribe and belong to. Thus membership in such groups are likely to have a profound influence on individual perceptions, attitudes and behavior (Nosek et al., 2002). For this reason, studies considering gender disparities are important because they provide valuable glimpses into the thoughts, feelings and actions of men and women which would then prove useful for segmentation and customization strategies or simply enrich existing knowledge on consumer behavior.

Most research on gender differences in the use of technology particularly the internet have been carried out in Western countries (Li and Kirkup, 2007). Nevertheless, it cannot be presumed that the differences expressed by men and women in Western countries are similar worldwide. In this manner, there is a need for studies on gender differences in technology usage to be conducted in different cultural contexts. Based on these reasons and the notion that studies on-demand services are still found wanting, this study aims to determine what are the factors that affect the adoption of on-demand services among the male users as well as female users. Subsequently the impact of adoption intentions on recommendation intentions for both male and female users would also be looked into. …

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