With the rapid pace of technological development, the way we consume media has changed drastically. Not too long ago, the very idea of never watching TV in the sense of broadcasted TV channels was absurd. Nowadays more and more people spend most if not all their media consumption time on streaming services like Netflix and Viaplay. We conducted a study on the reasons behind this change in media consumption, to find out why more and more people choose to spend their days watching Netflix instead of TV6 like they used to. We chose to perform our study through the lens of two different consumer behavior models: The Technology Acceptance Model (TAM) and the Uses and Gratification Model (UGT). With the concepts of perceived usefulness and perceived ease of use from TAM, and information seeking, affinity and accessibility from UGT. A quantitative study was conducted with 72 respondents. Our choice of method was a questionnaire which we designed to gather data on the respondents’ thoughts towards streaming services and towards the different behavior models. The survey, which was web-based, was distributed on different Facebook groups to reach potential respondents. The data gathered was then analyzed using Cronbach’s alpha and linear regression. From the results, we could gather that perceived usefulness was the most important factor of TAM, and the largest explanation behind a consumer’s usage of streaming services. Information seeking, affinity and accessibility were the largest contributing factors in the UGT model, although our results showed that UGT was not as significant as TAM in usage of streaming services. We were able to conclude that streaming services are an innovation that offers usefulness to the respondents that broadcast TV cannot compete with. We also found that TV broadcasts have a potential niche audience which they can reach with the right priorities. There were some aspects of information seeking which our respondents felt streaming services lacked, meaning if broadcast TV capitalizes on this type of informative content that streaming services lack, they can hopefully maintain a significant enough audience.

What are the factors that make non buyers hesitant to buy groceries online? The purpose of this study is to examine why non buyers hesitate to buy groceries online. Different factors are linked to two theoretical frameworks, namely Theory of planned behavior (TPB) and Technology acceptance model (TAM). This study is of a quantitative nature, by conducting a web-based questionnaire. The study applies a deductive approach in order to test the relationship between the dependent and independent variables of TPB and TAM in the context of non buyers of online grocery in Sweden. The main analysis for this study is a simple linear regression analysis. The results of this study show that the main predictor of non buyers’ hesitation to buy groceries online are the factors of perceived behavioral control. Other factors that had a significant effect on intention were the ones regarding attitude, external variables and perceived ease of use. While factors of subjective norm and perceived usefulness had no influence on non buyers’ intention.

Digital vård har stor möjlighet att effektivisera omsorgsarbetet under COVID-19-pandemin, eftersom det är en stor smittorisk att människor cirkulerar på sjukhus och vårdcentraler. Syftet var därför att skapa en djupare förståelse för hur acceptansen till digital vård har påverkats under pandemin. För att uppnå syftet använde uppsatsförfattarna en enkätundersökning samt två fokusgrupper. Det visade sig i resultaten att acceptansen, mestadels, hade påverkats till det positiva. Detta tack vare att digital vård kan komma att minska smittspridning av COVID-19 samt det är ett mer tillgängligt och effektivt sätt att få vård på. Resultatet av denna studie visade även på att trots att många människor anser att digital vård innehar ett stort antal positiva kvaliteter finns det andra människor som anser att digital vård aldrig kommer kunna ersätta den fysiska vården.

This study examined the perceived importance of availability of ICT-based features and technical support on meeting planners' recommendation/selection of a conference center. In addition, this study attempted to explain relationships between meeting planners' beliefs (perceived usefulness and perceived ease of use) toward ICT-based features and other factors: personal innovativeness of ICT (PIICT); perceived importance of the availability of technical support; self efficacy; and result demonstrability. A conceptually integrated and expanded model of the Technology Acceptance Model (TAM) developed by Davis (1986, 1989) was used as a theoretical frame. The subjects of the study were meeting planners who used the selected two conference centers for their meetings or were considering them for their future meetings. A total of 167 usable responses were gathered and the proposed model was empirically examined using the data collected. The results of the model test revealed that the expanded TAM with the integration of key factors provided a systematic view of the meeting planners' beliefs in selection/recommendation of a conference center with ICT-based features. In addition, factor analysis of the fifteen ICT-based features revealed three underlying dimensions based on meeting planners' perceived importance of the availability of each feature for a conference center selection: 1) high-speed wireless Internet; 2) network backbone; and 3) ICT-based service outlet. Specifically, high-speed wireless Internet was the most important ICT-based determinant of a conference center selection/recommendation to all types of meeting planners. Due to the exploratory nature of this study, the results provided limited facets of the impact of ICT-based feature and technical support on meeting facility selection/recommendation. Nevertheless, this study is the first research effort of its kind to investigate what type of ICT-based feature and technical support impact conference center selection/recommendation by different types of meeting planners the most. The results revealed that corporate meeting planners consider wireless Internet and a fast network more important in selection than other types of meeting planners do. The availability of ICT-based features was less important to association meeting planners when they make a conference center selection. This study also identified that there is a serious lack of knowledge in terms related to network backbones across all types of meeting planners. Technical support, especially on-site technical support, was perceived as very important to all types of meeting planners. This study also identified that meeting planners with high PIICT possess stronger confidence in using and visualizing the advantages of ICT-based features. Thus conference centers should make efforts to measure meeting planners' PIICT and use the score effectively for their marketing of ICT-based features. The study also identified result demonstrability—the visualizing of positive outcomes of using ICT-based features—as very important to meeting planners. PIICT and result demonstrability were positively related to perceived ease of use and perceived usefulness which were identified as key antecedents of actual acceptance/usage of technology in previous studies. The results of the current study present an important step toward providing practical as well as theoretical implications for future technology impact studies in the context of meeting facility selection. / Ph. D.

Assistive technology is an important field that has gained a lot of attention and has developed rapidly in recent years. This thesis identified what kind of assistive technologies are currently used within elderly care and further examined the professionals’ attitude towards the assistive technology. A qualitative study with semi-structured interviews was conducted with a total of four professionals and the empirical findings were analyzed with the use of Technology Acceptance Model. The empirical findings showed that professionals have generally positive attitudes towards the assistive technology, however, the study showed that different types or versions of the same assistive technology affected the perception of using it. Additionally, the study examined the barriers and opportunities of using the technologies. There were concerns identified and potential improvements that could be made; however, the overall benefits outweigh the disadvantages.

Denna studie utreder hur användarna kommer att acceptera och använda en Mobile augmented reality app i möbelbranschen utifrån modellen Technology Acceptance Model (TAM). Därmed bidrar till den begränsade forskningen kring MAR inom Möbelbranschen. Undersökningen görs med IKEA Place app i ett kontrollerat fallstudie där användarna observeras och intervjuas. Forskningsstrategin har gått ut på att samla kvalitativa data för att få en förståelse för hur och varför, istället kvantitativa data som är standard inom studier med TAM. Studien har har resulterat i ett kunskapsbidrag i form av nytt empirisktmaterial inom området för forskningsvärlden. Samt förslag på förbättringar eller faktorer att ta hänsyn till vid implementering av MAR inom möbelbranschen för aktiva verksamheter. Det har även resulterat i en för sitt syfte, bredare förståelse för hur och varför användarna accepterar MAR vid handel av inredningsvaror. / This study investigates how users will accept and use a Mobile augmented reality app in the furniture industry based on the Technology Acceptance Model (TAM) model. This contributes to the limited research on MAR in the furniture industry. The survey is done with the IKEA Place app in a controlled case study where users are observed and interviewed. The research strategy has been to gather qualitative data to gain an understanding of how and why, instead of quantitative data that is standard in studies with TAM. The study has resulted in a knowledge contribution in the form of new empirical material in the field of the research world. And suggestions for improvements or factors to take into consideration when implementing MAR in the furniture industry for active businesses. It has also resulted in one for its purpose, broader understanding of how and why users accept MAR in the trade of furnishing goods.

Social media is a fast growing platform when it comes to marketing. It is, however, used to a greater extent by business-to-consumer (B2C) companies than by business-to-business (B2B) companies. Because of this there has been considerably less research done concerning marketing on social media for B2B, compared to B2C.  This study explores why social media marketing is less common in B2B than B2C. This was done by conducting eleven one-on-one interviews with people who work at different B2B companies, and who have influence over their respective company’s marketing process. To analyse and evaluate the findings of this study the Technology Acceptance Model (TAM) was used. By identifying the external variables that deter B2B companies from using social media the perceived usefulness and ease of use were analysed in order to explore what affects the difference in social media acceptance for marketing between B2B and B2C companies.  The findings of this study show that the perceived ease of use is the dominant factor that deters B2B companies from using social media for marketing purposes. This is however not the reason for the difference between B2B and B2C. The difference can instead be explained by a more negative perception of the usefulness of marketing on social media. This negative perception is a result of the characteristics of social media, the industry the company is operating within, as well as the company’s products and customers. / Sociala medier är en snabbt växande plattform när det kommer till marknadsföring. Det används dock i större utsträckning av business-to-consumer (B2C) företag än av business-to-business (B2B) företag. På grund av detta har det gjorts betydligt mindre forskning gällande marknadsföring på sociala medier för B2B än vad som har gjorts för B2C. Denna studie utforskar varför marknadsföring på sociala medier är mindre vanligt i B2B än B2C. Detta har gjorts genom att genomföra 11 intervjuer, öga-mot-öga, med personer som arbetar på olika B2B-företag och som har inflytande över sitt respektive företags marknadsföringsprocess. För att analysera och utvärdera resultaten från denna studie användes Technology Acceptance Model (TAM), en modell som mäter acceptansen av olika tekniska plattformar. Genom att identifiera de externa variabler som hindrar B2B-företag från att använda sociala medier analyserades användbarheten och användarvänligheten, som den uppfattas av dem intervjuade, för att undersöka vad som påverkar skillnaden i sociala media acceptans i marknadsföringssyfte mellan B2C- och B2B-företag.  Resultaten av denna studie visar att den upplevda användarvänligheten är den dominerande faktorn som hindrar B2B-företag från att använda sociala medier för marknadsföringssyften. Detta är dock inte orsaken till skillnaden mellan B2B och B2C. Skillnaden kan istället förklaras av en negativare uppfattning av användbarheten av marknadsföring på sociala medier. Denna negativa uppfattning är ett resultat av egenskaperna hos sociala medier, den bransch som företaget är verksam inom, samt företagets produkter och kunder.

Indiana University-Purdue University Indianapolis (IUPUI) / Background: Pulmonary rehabilitation (PR) has the potential to reduce the symptoms and complications of respiratory diseases through an interdisciplinary approach. Providing PR services to the increasing number of patients with chronic respiratory diseases challenges the current health care systems because of the shortages in health care practitioners and PR programs. Using telerehabilitation may improve patients’ participation and compliance with PR programs. The purpose of this study was to examine the applicability of the technology acceptance model (TAM) to explain telerehabilitation acceptance and to determine the demographic variables that can influence acceptance. Methods: A cross-sectional survey-based design was utilized in the data collection. The survey scales were based on the TAM. The first group of participants consisted of health care practitioners working in PR programs. The second group of participants included patients attending traditional PR programs. The data collection process started in January 2017 and lasted until May 2017. Results: A total of 222 health care practitioners and 134 patients completed the survey. The results showed that 79% of the health care practitioners and 61.2% of the patients reported positive intention to use telerehabilitation. Regression analyses showed that the TAM was good at predicting telerehabilitation acceptance. Perceived usefulness was a significant predictor of the positive intentions to use telerehabilitation for health care providers (OR: 17.81, p < .01) and for the patients (OR: 6.46, p = .04). The logistic regression outcomes showed that age, experience in rehabilitation, and type of PR increased the power of the TAM to predict the intention to use telerehabilitation among health care practitioners. Age, duration of the disease, and distance from the PR center increased the power of the TAM to predict the intention to use telerehabilitation among patients. Conclusion: This is the first study to develop and validate a psychometric instrument to measure telerehabilitation acceptance among health care practitioners and patients in PR programs. The outcomes of this study will help in understanding the telerehabilitation acceptance. It will help not only to predict future adoption but also to develop appropriate solutions to address the barriers of using telerehabilitation.

Indiana University-Purdue University Indianapolis (IUPUI) / Medication nonadherence among middle-aged to older adults with chronic conditions often stems from forgetting to take or fill medications as prescribed. A pilot study indicated the feasibility of technology acceptance model (TAM)-based smartphone medication reminder app (SMRA) training as a way to promote their app use and medication adherence. This dissertation assesses the viability and effect size of the modified TAM-based SMRA training in promoting app use and medication adherence, as well as its delivery design in preparation for a larger efficacy study. A two-group pretest-posttest design was employed. Twenty-nine adults aged over 40 years and taking medications for chronic condition management were recruited from Midwestern university and community sites. The training group (n = 15) received the modified TAM-based SMRA training; whereas the non-training group (n = 14) self-navigated app features. The training group reported significantly higher levels of perceived usefulness, perceived ease of use, positive subjective norm, and intention to use the app. In addition, the training group reported a higher proportion of active app use than the non-training group. Modified TAM-based SMRA training was not viable in increasing the levels of medication adherence variables. Effect sizes suggested at least 52 participants as a sample size for a larger efficacy study. Participants suggested that training could be improved by scheduling separate group training for iPhone and Android phone users, providing a live online training option, providing small group training with peer helper, tailoring training length to participant preference, and working with family members and healthcare providers as co-trainees and co-trainers.

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