Age Cohort Analysis In Adoption Of Mobile Data Services: Gen Xers Versus Baby

Boomers.

1.0 What is TAM?

According to Wikipedia: The Technology Acceptance Model (TAM) is an information
systems theory that models how users come to accept and use a technology. The model
suggests that when users are presented with a new technology, a number of factors
influence their decision about how and when they will use it, notably:
Perceived usefulness (PU) - This was defined by Fred Davis as "the degree to which a
person believes that using a particular system would enhance his or her job performance".
Perceived ease-of-use (PEOU) - Davis defined this as "the degree to which a person
believes that using a particular system would be free from effort" (Davis, 1989).

According to York University in Canada : TAM is an adaptation of the Theory of

Reasoned Action (TRA) to the field of IS. TAM posits that perceived usefulness and
perceived ease of use determine an individual's intention to use a system with intention to
use serving as a mediator of actual system use. Perceived usefulness is also seen as being
directly impacted by perceived ease of use. Researchers have simplified TAM by
removing the attitude construct found in TRA from the current specification (Venkatesh
et. al., 2003). Attempts to extend TAM have generally taken one of three approaches: by
introducing factors from related models, by introducing additional or alternative belief
factors, and by examining antecedents and moderators of perceived usefulness and
perceived ease of use (Wixom and Todd, 2005).

TRA and TAM, both of which have strong behavioural elements, assume that when
someone forms an intention to act, that they will be free to act without limitation. In
practice constraints such as limited ability, time, environmental or organisational limits,
and unconscious habits will limit the freedom to act.

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Diagram 1: Diagram/schematic of theory

2.0 Who is the authors?

Kiseol Yang (PhD, University of Tennessee at Knoxville) is an Assistant Professor of
Merchandising at University of North Texas. She has published in the International
Journal of Mobile Marketing. Her interests include mobile marketing, consumer,
issues in electronic retailing, consumer experiential value, and cross-cultural studies.
Kiseol Yang is the corresponding author.
http://www.smhm.unt.edu/faculty_contact_info/bios/yang_kiseol.html

Laura D. Jolly (PhD, Oklahoma State University at Stillwater) is a Professor and

Dean of College of Family and Consumer Sciences at University of Georgia. She has
published in journals, including Clothing and Textile Research Journals, Psychology
and Marketing, Journal of Retailing and Consumer Services, Journal of Shopping
Center Research, among others. Her research interests include rural retailing and the
economic survival and growth of rural communities.
http://www.fcs.uga.edu/college/welcome.html

3.0 Gen Xers versus baby boomers; What is this means in the journal?
A sample of 200 mobile services users was drawn from a purchased consumer panel
to participate in an online survey.
Two age cohorts were identified, gen Xers and baby boomers.
Gen Xers Baby boomers
Born From 1965 to 1977 1946 to 1964

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 Age 30-42 43-61
exposure to computer technology At earlier age At older age
No of sample use for analysis 67 86

Definition Susan M. Heathfield(2000) for Generation Xers and baby boomers

http://humanresources.about.com/od/glossaryb/g/boomers.htm
Gen Xers Baby boomers
Generation Xers are people born between Baby Boomers is the name given to the
1965 and 1976 – 1980, depending on the generation of Americans who were born in
source. Gen Xers are independent, enjoy a "baby boom" following World War II.
Informality, are entrepreneurial, and seek The Boomers were born between 1944 and
emotional maturity. They want to build a 1964. The oldest wave of the Baby
repertoire of skills and experiences they Boomers is currently considering
can take with them if they need to, and they retirement options and looking at ways to
want their career path laid out in front of make their elder years meaningful. The
them – or they’ll walk. youngest group of Baby Boomers are
Gen Xers also seek balance in their lives managing the Millennialsand Generation-X
now – not when they retire. They seek time groups of employees - and in some cases,
to raise their children and don’t want to being managed by them.
miss a minute – as their parents did. Gen-
Xers also want immediate and honest
feedback.

4.0 Perbincangan

Dapatan kajian ini amat mengejutkan saya. Didapati bahawa “the perception of
usefulness of mobile data services was stronger for the baby boomers than gen
Xers” Ini mungkin kerana:
a) Teknologi di USA lebih maju daripada di Negara kita Malaysia 10 tahun ke atas.
Oleh itu, golongan tua telah didedahkan kepada teknologi pada umur 25. Ini
menunjukkan golongan itu memang tahu menggunakan teknologi seperti mana

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 golongan dewasa. Dengan ini, tidak hairanlah bahawa mereka mengharap-
harapkan kegunaan perkhidmatan-perkhidmatan data mudah alih. Golongan
inilah yang telah melalui daripada susah (mendapatkan maklumat tanpa
teknologi) kepada senang (dengan bantuan kemudahan teknologi).
b) Sampel yang diambil agak meragu-ragukan. Kutipan datanya dari atas talian
(internet). Ini bermaksud golongan yang melayari laman web sahaja akan menjadi
responden. Golongan tua yang akan melayari laman web memang telah celik
komputer dan berminat tentang data mudah alih. Boleh dikatakan golongan yang
extrem dalam golongan tua. Manakala golongan dewasa pula, tidak kira dari
peringkat mana pun mereka memang menggunakan laman web untuk
mendapatkan maklumat. Oleh itu, dapatan data atas talian di kalangan mereka
agak sekata.
Untuk mendapatkan sampel kajian yang lebih tepat adalah dicadangkan pemilihan
sampel daripada golongan masih bekerja dan perlu mengeses data.
c) Didapati pula, sampel yang terdiri daripada 153 orang, golongan tua
menrangkumi 86 orang(56.2%) dan hanya 67 orang(43.79%) daripada golongan
dewasa. Jelaslah bahawa golongan tua di USA memang berminat dalam data
mudah alih berbanding dengan golongan dewasa.

Selain daripada itu, dapatan kajian lain seperti Judith Arnoldine Van Biljon. (2006)
http://etd.unisa.ac.za/ETD-db/theses/available/etd-09062007-
131207/unrestricted/thesis.pdf dan Katrin Arning and Martina Ziefle. (2009)
http://www.informaworld.com/smpp/content~db=all?
content=10.1080/01449290701679395 menunjukkan umur memang mempengaruhi
kegunaan teknologi. Budaya yang ada pada negara tersebut juga merupakan salah satu
faktor.

Di Malaysia, masih belum jumpa lagi journal mengenai perbandingan antara 2 kumpulan
responden bagi penggunaan teknologi data mudah alih. Walau bagaimana pun, kita dapat
lihat dengan jelas, golongan tua di Malaysia terbahagi kepada 2 iaitu 1 kumpulan yang
fobiah dengan teknologi (tidak sentuh komputer), dan 1 kumpulan yang sangat celik

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pandai dalam teknologi terutama terhadap data mudah alih (tanpa wayar). Kumpulan
yang pertama menggunakan telefon bimbit hanya untuk bercakap sahaja. Krin masih
hitam putih. SMS pun tidak digunakan. Manakala kumpulan ke dua, telefon bimbit
adalah berfungsi 3G dan boleh mengunakan internet seperti Pro Sulaiman di UTHM.

5.0 Kesimpulan

Journal ini telah membuka mata saya. Budaya dan perkembangan teknologi di negera
kita amatlah berbeza dengan di USA. Oleh itu, adalah wajar dapatan kajiannya tidak
sama dengan apa yang saya perhatikan di negara kita Malaysia.

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 Bahan Rujukan

Brent Furneaux (2006). Theories Used In Is Research: Technology Acceptance Mode.

Retrieved on 03 Sept 2009.
http://www.istheory.yorku.ca/Technologyacceptancemodel.htm

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of
information technology. MIS Quarterly, 13(3), 319-339.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer
technology: A comparison of two theoretical models. Management Science, 35, 982-
1003.

Judith Arnoldine Van Biljon. (2006). A Model For Representing The Motivational And
Cultural Factors That Influence Mobile Phone Usage Variety. Retrieved on 03 Sept 2009.
http://etd.unisa.ac.za/ETD-db/theses/available/etd-09062007-
131207/unrestricted/thesis.pdf

Katrin Arning and Martina Ziefle. (2009). Effects Of Age, Cognitive, And Personal
Factors On PDA Menu Navigation Performance. Retrieved on 03 Sept 2009.
http://www.informaworld.com/smpp/content~db=all?
content=10.1080/01449290701679395

Susan M. Heathfield(2000). “About. Com: Human Resources” Retrieved on 03 Sept 2009

http://humanresources.about.com/od/glossaryb/g/boomers.htm

TAM. Retrieved on 03 Sept 2009.

http://en.wikipedia.org/wiki/Technology_acceptance_model

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of
information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.

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