Exploring the Acceptance of Ubiquitous Computing-based Information Services in Brick and Mortar Retail Environments An Integration of UTAUT2 and Media System Dependency Theory Vom Promotionsausschuss der Technischen Universität Hamburg zur Erlangung des akademischen Grades Doktorin der Wirtschafts- und Sozialwissenschaften (Dr. rer. Pol.) genehmigte Dissertation von Sara Kheiravar aus Tabriz 2018 I Erster Gutachter: Herr Prof. Dr.Thorsten Blecker Zweiter Gutachter: Herr Prof. Dr. Christian M. Ringle Tag der mündlichen Prüfung: 19.06.2018 II Acknowledgment Doing a PhD and writing a dissertation is an enjoyable and fulfilling but at the same time a long and rough journey; loaded with many moments of excitement and motivation but also that of exhaustion and disappointment. Without academic and emotional support of many people along this journey I wouldn’t be able to successfully complete it. First and foremost, with deep sense of gratitude, I wish to thank my advisor, Professor Thorsten Blecker, for his academic support, insightful discussions, and constructive criticism. I would also like to thank Professor Christian M. Ringle for accepting to be my second advisor. He was always generous with his time answering my questions and giving invaluable feedbacks on my work. Even though this dissertation was a big milestone in completing my PhD, it might not do justice summarizing my experience at the Institute of Business Logistics and General Management (LOGU) of TUHH. My experience at LOGU was nothing short of amazing for which I am indebted to my great colleagues, faculty and staff of LOGU, many of whom became my true friends ever since we met at the institute. A special acknowledgment goes to my officemates: Semah Ibrahim Ben Abdelaziz and Ahmed Ziad Benleulmi whose support especially during survey design and data collection was invaluable. In addition, I would like to thank Hella, Herman, and Thorsten who provided me with the best imaginable warm and inviting environment upon my arrival in Hamburg. Since my first day in Hamburg I have felt at home and since then they are like family to me. Finally and most importantly, I am endlessly grateful to my family. I could not be the person I am today without them. My dear parents, Hamideh and Belal, unconditionally and generously supported me in every imaginable way to reach my dreams. They inspired me to love and enjoy learning, and taught me that it is only with persistence and hard work that one could achieve her dreams. My lovely sisters, Shirin, Solmaz, and Salma, and brothers, Mohammadhassan, and Khaled, were always there to motivate and cheer me up. Finally, my best friend and husband, Philipp, whom I cannot thank enough was an outstanding emotional support and a great academic advisor. He patiently listened to each and every one of my presentations, discussed III ideas, and shared the passion for research with me. I am eternally blessed to have him by my side. IV Table of Contents List of Figures ............................................................................................................................... IX List of Tables ................................................................................................................................ XI 1 Introduction ................................................................................................................................ 1 1.1 Motivation .......................................................................................................................... 1 1.2 Research Gap ..................................................................................................................... 4 1.3 Structure of the Thesis ..................................................................................................... 10 2 Research Background............................................................................................................... 13 2.1 Ubiquitous Computing ..................................................................................................... 13 2.1.1 Evolution of the Research ....................................................................................... 14 2.1.2 Characteristics ......................................................................................................... 23 2.2 Applications in Brick and Mortar Retail ......................................................................... 30 3 Theoretical Framework ............................................................................................................ 37 3.1 Technology Acceptance Research ................................................................................... 38 3.1.1 The Origin of Technology Acceptance Models ...................................................... 41 3.1.1.1 Theory of Reasoned Action .............................................................................. 41 3.1.1.2 Theory of Planned Behavior ............................................................................. 44 3.1.2 Technology Acceptance Model (TAM) .................................................................. 47 3.1.2.1 Extension of TAM by Social Factors ................................................................ 50 3.1.2.2 Extension of TAM by Affective Factors ........................................................... 55 3.1.2.3 Elaboration of TAM – Unified Theory of Acceptance and Use of Technology (UTAUT) ...................................................................................... 60 3.1.3 Technology Acceptance Research on Ubiquitous Computing-based Information Services in Brick and Mortar Retail ........................................................................ 64 3.2 Mass Media Effects Research .......................................................................................... 72 V 3.2.1 Media System Dependency Theory ........................................................................ 73 3.2.2 Individual Media System Dependency Relations ................................................... 77 3.2.2.1 Determinants of Individual Media System Dependency Relations .................. 78 3.2.2.2 Typology of Individual Media System Dependency ........................................ 80 3.2.3 Individual Media System Dependency in Information System Research ............... 82 4 Exploring Consumers’ Acceptance of Ubiquitous Information Services in Brick and Mortar Retail – Conceptual Model and Research Hypothesis ................................................. 87 4.1 Developing a Context-Specific Theory in Information Systems Research ..................... 87 4.2 Choice of the Base Model ................................................................................................ 92 4.3 Contextualizing UTAUT2 into In-Store Ubiquitous Computing-based Information Services ............................................................................................................................ 94 4.3.1 Cognitive Factors .................................................................................................... 97 4.3.1.1 Performance Expectancy ................................................................................... 97 4.3.1.2 Effort Expectancy ............................................................................................. 99 4.3.2 Social Factor: Social Influence ............................................................................. 100 4.3.3 Affective Factor: Hedonic Motivation .................................................................. 102 4.3.4 Intention to Prefer ................................................................................................. 104 4.3.5 Moderators ............................................................................................................ 106 4.3.5.1 Age .................................................................................................................. 106 4.3.5.2 Gender ............................................................................................................. 108 4.4 Incorporating Contextual Factors – User Characteristics .............................................. 111 4.4.1 Incorporating Internet Dependency into UTAUT2 ............................................... 113 4.4.1.1 Internet Dependency to Fulfill Orientation goals ........................................... 116 4.4.1.2 Internet Dependency to Fulfill Play goals ....................................................... 121 4.4.2 Incorporating Personal Innovativeness and Involvement into UTAUT2 ............. 122 4.4.2.1 Personal Innovativeness in Information Technology ...................................... 123 VI 4.4.2.2 Personal Involvement – Personal Relevance and Importance ........................ 126 4.5 Incorporating Contextual Factors .................................................................................. 127 4.5.1 Service Type ......................................................................................................... 128 4.5.2 Technology Type .................................................................................................. 131 4.6 Summary of Hypotheses ................................................................................................ 132 5 Empirical Study ...................................................................................................................... 137 5.1 Selecting the Statistical Analysis Method ....................................................................