(PDF) Investigating a Theoretical Framework for E-book Technology Acceptance

http://www.jscdss.com Journal of Soft Computing and Decision Vol.2 No.5 October 2015: 16-23 Article history: Support Systems Accepted 02 September 2015 Published online 02 September 2015 E-ISSN: 2289-8603 Investigating a Theoretical Framework for E-book Technology Acceptance Moamar Elyazgi a,c,*, Othman Ibrahim b, Mehrbakhsh Nilashi b, Salem Elyazgi d, Abdallah Rayhan c, Waheeb Abu-Ulbeh b a Department of Computer Science, Faculty of Computing, Universiti Teknologi Malaysia, 81310 Skudai, Johor, Malaysia b Department of Information System, Faculty of Computing, Universiti Teknologi Malaysia, 81310 Skudai, Johor, Malaysia c Faculty of Engineering and Information Technology, Al-Azhar University - Gaza, Palestine d Faculty of Information Technology, Islamic University – Gaza, Palestine * Corresponding author email address:

Abstract Nowadays, the schools pay attention to use the technology, which is still in growing. Electronic book or e-book technology becomes as an important tool in learning to help the school children in their learning. Although a few schools have adopted the e-book technology in Malaysia, consequently this research purpose is to provide more investigation to the literature review of e-book technology acceptance in Malaysian schools. This study introduces a new integration of Child Computer Interaction (CCI) and Technology Acceptance Model (TAM) to address the acceptance of e-book technology by school children at schools in Malaysia. This study discusses and explains the key idea of by what method to formulate a theoretical framework of technology acceptance. In the theoretical framework, the main constructs that are expected to influence Behaviour Intention (BI) use of e-book at Malaysian schools will be proposed and discussed. Therefore, it is hoped that this study has presented some insights and directions for future research to demonstrate the relationship existing in our new proposed research theoretical framework where the schools by paying attention may take an action in order to achieve a better e-book technology acceptance decision-making. Keywords: E-book technology, Child computer interaction, CCI, Technology acceptance model, TAM, School children, Behaviour intention, BI 1. Introduction An attempt to make education free for all and to eliminate illiteracy, e-books technology are penetrating The electronic book or e-book term is defined as digital developed and developing countries. According to Noor et texts whose basic structure simulates traditional books, al. (2012) study in Terengganu state, in 2009, e-books however, they are displayed on an electronic display within laptops were distributed to school children. It was (Felvégi and Matthew, 2012). The e-book is a gorgeous totally 25,000 students. invention, which allows users the freedom to read almost The e-books were distributed to Terengganu state everything, almost everywhere, at almost any time. primary schools, which was the first state in Malaysia and Cavanaugh and Cavanaugh and Cavanaugh (2002) whole of South East Asia. The digital textbooks have been characterized the e-book by software and hardware: developed by The Institute of Language and Literature. The software has texts, pictures, and other information while government of Terengganu insisted in achieving its goal to hardware, called as a reader, is a special computer style update the learning process by using technology in all device or program that displays the digital book on a schools in the state. screen. The e-books technology usage at schools is relatively The e-books can be stored in the storage media. As new in Malaysia. Since the state government has invested mentioned in a study by Lester et al. (2007), usually the ultimately to this move from paper to technology, it is storage media, such as CD-ROMs, Floppy Disks, and Hard strongly felt that an investigation should be conducted on Disks are used to store the e-books as PDF format. Besides the effects of e-books technology to primary schools. storage media, the users can read e-books directly from websites or download them into several devices like PCs, 2. The Objective of the Study Laptop and smart phones because of the advantage of high- speed internet as a result of which they are adding features Malaysia is of particular interest in the field of to e-book technology using everywhere and every time. educational technology implementation because Malaysia JSCDSS Journal of Soft Computing and Decision Support Systems 2:5 (2015) 16-23 has been one of the fastest growing economies of the past that, it described these concepts in a manner that allows two decades, going from a primarily agrarian economy and prediction and understanding of specific behaviours in society to becoming a regional information technology (IT) specified contexts (Ajzen and Fishbein, 1980; Fishbein and powerhouse in a remarkably short time. The purpose of this Ajzen, 1975). system is to support learning process and activities in classroom and expose students to Information and 3.3 Technology Acceptance Model (TAM) Communication Technology (ICT) (Fahmy et al., 2012; Roslina et al., 2014). Therefore, this study investigates the In 1986, Davis Jr (1986) established a model called integration of theoretical model that can explain the TAM that explains users' acceptance and use technology. acceptance of e-book technology in particular to identify Since then it became a one of the most established models the potential barriers and facilitators. Thus, this study for technology acceptance. It specifies main factors of discusses and explains the key idea of by what method to technology acceptance. This makes useful in explaining or formulate a theoretical framework of technology predicting a person behaviour across a various collection of acceptance? end-user computing technologies and user groups. TAM advocates that when a new technology is presented to users, 3. Related Works numerous factors influence users’ decisions regarding when and how they will use it. According to Davis Jr (1986), In this section, several well-known theories and models these factors are Perceived Ease Of Use (PEOU) and that are useful for the theoretical background will be Perceived Usefulness (PU) of technology. The PU is discussed for proposing an appropriate model for e-book defined as the extent to which a user thinks that the technology. It discusses and explains the key idea of by performance of his or her task performance will be what method to formulate a theoretical framework of improved by employing a specific system. The PEOU is technology acceptance. In the theoretical framework, the defined as the extent to which a user thinks that employing main constructs that are expected to influence behaviour a specific system would be effort free. TAM has been intention use of e-book technology at Malaysian schools applied to situations where a new technology is presented will be proposed and discussed. In order to achieve better to users. methods of predicting and assessing users’ response to new technology, it is crucial for researchers to search an answer 3.4 Combined TAM and TPB (C-TAM-TPB) to the question of why people accept technology. The user acceptance was defined by Dillon and Morris (1998) as Both Taylor and Todd (1995) argued that, TAM is demonstrable willingness within a user group to exploit IT unclear in predicting behaviour of inexperienced users. for the tasks it is designed to support. The concept of Therefore, they have mixed TAM and TPB to form a acceptance may be applied to situations where designers or hybrid model called combined TAM and TPB (C-TAM- procurers will employ a technology without providing TPB). This hybrid model is proposed to explain the evidence of use. Additionally, it can also be applied to behaviour of experienced and inexperienced users in IT situations where technology will be used for unintended usage. Increased experience is more salient with attitude purposes. Several theories and models of technology toward behaviour, perceived behavioural control, and acceptance were proposed and extended for the past perceived usefulness except subjective norms. TAM was decades. Because of the importance of acceptance, user added by two factors: perceived behavioural control and attitude and behaviour toward increasingly adopted IT, subjective norm to provide a full test of the important several theories and models that try to understand, clarify, constructs of IT usage, because of their predictive utility in and expect the new technologies’ acceptance among users. IT usage research and their extensive use in social psychology. 3.1 Theory of Reasoned Action (TRA) 3.5 Technology Acceptance Model 2 (TAM2) Fishbein and Ajzen (1975) formulate the relationship between user’s Behavioural Intention (BI) on one hand, and Technology Acceptance Model 2 (TAM 2) is theoretical user’s Attitude (A) and Subjective Norms (SN) as BI = SN extension and developed from TAM theoretically by + A, on the other hand, assuming that if the intention of Venkatesh and Davis (2000), which was assessed with users is to achieve a particular behaviour, they most likely longitudinal data and demonstrates the perceived benefits will achieve that behaviour. and usage intentions with regard to social influence and cognitive instrumental processes. TAM2 embodies extra 3.2 Theory of Planned Behaviour (TPB) theoretical constructs into the existing TAM such as spanning social influence processes (subjective norm, Theory of Planned Behaviour (TPB) made necessary image, and voluntariness); cognitive instrumental processes amendment by the original model’s limitations in (job relevance, result demonstrability, output quality and addressing with behaviours over that people have deficient PEOU). volitional control. Moreover, TPB merges some major concepts from social and behaviour sciences. In addition to 17 E-ISSN: 2289-8603 JSCDSS Journal of Soft Computing and Decision Support Systems 2:5 (2015) 16-23 3.6 Technology Acceptance Model 3 (TAM3) These theories were found to be most popular, influential, and important theories and models for technology From an organizational perspective, the most significant acceptance. concern is by what method the managers make knowledgeable resolutions concerning interventions that 3.7 Hedonic Information Systems can contribute to more adoption and efficient deployment of IT. A few studies in the literature concerning IT The aim of hedonic information systems is to give self- implementation addressed the interventions role to assist fulfilling than instrumental value to the user are robustly such decision-making, which made by managers connected to home and entertainment activity focus on the (Venkatesh and Bala, 2008). Specifically, it is important to fun aspect of using IS and to encourage for a long time understand that how different interventions effect the rather than productive use (Van der Heijden, 2004). The identified determinants of IT implementation and products that are mainly used due to their expected utilization. capability to evoke positive or negative emotions, A gap is dealt in the literature by extracting from the independent of any utilitarian outcomes of the product extensive research on TAM, the work that focuses on the usage, can be seen as hedonic products. Examples of determinants of determinants of PEOU and PU. hedonic products would be gaming consoles or music Furthermore, i) promote a complete homological network players. Additionally, a great number of products exist that (integrated model) of the determinants of user level (IT) do not fulfil only one purpose, but support the user in acceptance ii) to conduct a study for testing the proposed multiple ways. This study adopts an approach of revised integrated model; and iii) to present a research agenda that TAM by Heijden (2004), which includes only the highlights probable pre- and post-implementation constructs PEOU, PU, Perceived Enjoyment (PE) and as interventions that can boost the adoption of employees and direct impact factors on intention to use. These constructs utilization of IT. These theories and models define their are shown in Fig. 1. theoretical determinants of intention and/or usage of IT. Perceived Usefulness Perceived Ease of Behavioural Use Intention Perceived Enjoyment Fig. 1. Revised TAM (Van der Heijden, 2004). 3.7.1 Perceived Enjoyment (PE) effect of enjoyment on technology acceptance has lack studied in the perspective of technologies related to A third belief is considered by Davis et al. (1992) as an education for school children, this relationship accounts for important complement to TAM which is called Perceived an important benefit of this study. Enjoyment (PE). This idea is defined as the degree to When comparing the PE for learning environment and e- which computer using activity is perceived to be pleasing book technology environment, a conclusion for developing in its right, without considering the performance TAM is that, the PE has a role in technology acceptance consequences that might be estimated (Davis, et al., 1992). and has an impact on the future intention of use. Davis, et PE definition indicated the degree to which fun can be al. (1992) considered PE a significant additional to TAM as acquired from using the system as such. PE focuses on third belief. A few studies have been shown the intrinsic motivation. In the acceptance of learning system relationship between PEOU and PE in TAM context context of the user, Lee et al. (2005) posited that the applied for entertainment technologies (Van der Heijden, intrinsic motivation is derived from emotional feeling like 2004). Heijden (2004) uses a revised version of TAM, pleasure, frustration or unhappiness. Thus for utilitarian which includes only the factors PEOU, PU and PE as direct systems, we can anticipate that extrinsic motivation are the impact factors on intention to use. central predictor of intentions to exploit the system at the According to Wang and Huang (2015) to enjoyment, cost of intrinsic motivation (Van der Heijden, 2004). As an after completion of the work, most users would feel an 18 E-ISSN: 2289-8603 JSCDSS Journal of Soft Computing and Decision Support Systems 2:5 (2015) 16-23 emotion of accomplishment. More experience minimizes 3.8 Human Computer Interaction (HCI) chances of making errors rate, which boost user's satisfaction. Moreover, diverse content, interaction, bright The Human Computer Interaction (HCI) analyses the colours, and an easy-to-operate interface not only delight interaction and the relationship between human and users but also heighten users’ enjoyment and experience. computer. HCI is more than user interfaces and more than "screen-deep" (Deep, 1997); it is a multidisciplinary field 3.7.2 Perceived Usefulness (PU) and Perceived Ease of covering many areas (Helander et al., 1997). Use (PEOU) 3.8.1 HCI Definition The Perceived Usefulness (PU) is defined as the extent to which a user thinks that the performance of his or her There are no unified or general theories for HCI that we task performance will be improved by employing a specific can present. However, there is a basic principle that system. PU is the most-important factors of the computer constitutes the foundation of HCI. However, there is a intention. PU in TAM (Davis, 1989), TAM2 (Venkatesh fundamental principle that forms the basis of HCI. HCI and Davis, 2000) and Augmented TAM or Combined TAM outlines three main issues of concern: the human, the and TPB called (C-TAM-TPB) (Taylor and Todd, 1995) computer and the tasks that are done. Therefore, the system was posited as a direct construct of BI. should support the user's task that gives us a fourth focus, While the Perceived Ease of Use (PEOU) is defined as which is called usability. If the system is not acceptable for the extent to which a user thinks, which employing a users then, it is not usable. There is no doubt that HCI is a specific system would be effort free. PEOU is the second multi-disciplinary subject. decisive factors of the computer intention. PEOU was also theorized as the direct determinant of BI in a number of 3.8.2 Usability theories and models including TAM, TAM2, TAM3 and C- TAM-TPB. Usability is not only ease of use but also includes TAM has been applied to situations where a new efficacy that is effectiveness in terms of measures of human technology is presented to users. It was shown to be useful performance. According to Shackel (1991), the formal when applied to different technologies (Davis, 1989). definition of usability of a system or equipment is “The PEOU and PU dimensions have been regarded as capability in human functional terms to be used easily and significant in identifying the individuals' use and adoption effectively by the specified range of users, given specified of IT (Keil et al., 1995; Malhotra and Galletta, 1999). Lee training and user support, to fulfil the specified range of et al. (2003) traces TAM’s history, investigates its results, tasks, within the specified range of environmental and carefully predicts its future track, the relationship scenarios”. Moreover, suability is defined as the extent to between PU and BI is strongly significant. The previous which specific users to achieve specified goals with studies posited that PU is a stronger determinant of BI. effectiveness, efficiency and satisfaction in a specified TAM theorized that PU and PEOU mediate the influence of context of use can use the product (Standardization, 1998). external variables, for examples, technology characteristics, Using this standard, the usability of the product can be the development process and training on an intention to helped thru three main quality criteria: firstly, effectiveness use. PU is also influenced PEOU as if other things are that relates to a measurement of how well the user is able to equivalent, the technology can be more beneficial if it is use the product to accomplish the aim. Secondly efficiency, easy to learn it (Venkatesh and Davis, 2000). which relates to the measurement of the speed of the user's task to complete it. Finally, satisfaction which is a 3.7.3 Behaviour Intention (BI) subjective measure of how pleasant it is to use the system (Sharp et al., 2007; Standardization, 1998). The Behavioural Intention (BI) construct is an indicator Therefore, If the users realize that a system is not ease to to the actual usage prediction that has been successful thus use (very difficult to use), the perception may influence far (Ramayah and Ignatius, 2005). BI is defined by their ability to absorb material provided by the system Warshaw and Davis (1985) as “the degree to which a (Anjaneyulu et al., 1998). Moreover, from the user person has formulated conscious plans to perform or not perspective, the usability relates to the development of perform some specified future behaviour”. In addition, it is interactive products which are using the product consistent with the TRA (Fishbein and Ajzen, 1975) and effectively, learning the product easily and enjoyable TPB (Ajzen, 1991) that assert that BI is a robust predictor (Sharp, et al., 2007). of actual behaviour. Several scholars have been used Usability has considered as a key issue of interface successfully TAM to predict the BI towards the use of IT design. According to Nielsen (1994), the usability has five (Deshpande et al., 2012; Fridin and Belokopytov, 2014; usability attributes: Gerlach and Buxmann, 2013; Hiramatsu and Nose, 2013; Ramayah and Ignatius, 2005; Shroff et al., 2011). i) Learnability: user can easily learn and rapidly use. ii) Efficiency: user has learned the system, and a high level of productivity is possible. 19 E-ISSN: 2289-8603 JSCDSS Journal of Soft Computing and Decision Support Systems 2:5 (2015) 16-23 iii) Memorability: user is able to return to the 4. The Theoretical Framework of the Study system after some period of not having used it, without having to relearn everything. A theoretical framework is set of theories and models iv) Errors: users make few errors when using the that stated in the literature review (Hussey, 1997). In other system. words, it provides a conceptual model of how the v) Satisfaction: users are subjectively satisfied underlying theories determine relationships among the during use (Nielsen, 1994). identified factors that are important to the problem. Developing a theoretical framework will assist in the 3.8.3 Interface formulation of the hypotheses, testing particular relationships, and enhancement of our understanding of the The interface is a part of any interactive computer, dynamics of the school children learning. The mutual system or application which the human comes with contact relations among the variables that are considered essential perceptually, cognitively and physically (Stephanidis, to the study will be discussed as part of the theoretical 2000). A dialog is the main interface of the interaction framework. It is also important to understand the types and between the system and user. The choice of interface style meanings associated to variables. After the formulation of has a significant effect on the dialog environment. WIMP the theoretical framework, the testable hypotheses will be (windows, icons, menus and pointers) menus-based devised to examine validity of formulated theory (Sekaran, interface, question/answer and query dialog, point and 2003). click, command line interface and three-dimensional This research studies various factors affecting e-book interfaces are the most common interface styles that effect technology usage in schools. According to Van der Heijden on the interaction (Dix et al., 2003). Sometimes WIMP (2004), the previous studies have adopted the TAM as their stands for windows, icons, mice and pull-down menus. research framework. Van der Heijden (2004) identified a Nowadays, WIMP is the default interface style in use for number of factors, namely, PU, PEOU, PE and BI, in the majority of interactive computer systems, especially in TAM, which the researcher found as significant factors in the PCs and desktop workstation. Whole WIMP systems explaining the use of the e-book technology for school have the same elements: windows, icons, menus, pointers, children. Therefore, a more comprehensive theoretical dialog boxes and buttons (Dix, et al., 2003). However, the model is constructed for this study by extending TAM with accurate behaviour of these elements differs both within a CCI. The proposed research model (the theoretical single environment and between environments. Wang and framework) in Fig. 2 is developed based on comprised Huang (2015) describes the users as they can enjoy, fun, significant types of variables such as CCI and revised TAM aesthetic, and pleasurable interactive products through the by Van der Heijden (2004). In this proposed model, CCI interface of an affordable device. Interface languages (independent variable), PE (mediator variable), PU applied to the user interface of mobile e-books are key (mediator variable), PEOU (mediator variable) and factors for communication between users and products. determine BI (dependent variable). Moreover, Wang and Huang (2015) concluded that the 5. Methodology important elements affecting users’ interface operation are aesthetics, achievement, and friendliness. In this study, all articles were selected using academic search engines like IEEE Xplore, Springer, Elsevier, 3.8.4 Child Computer Interaction (CCI) EBSCO, and Blackwell, using the keywords TAM, Child Computer Interaction, e-book technology, Children, Information System Acceptance, and Human Computer Child Computer Interaction (CCI) is a growing discipline, which studies the children use of interactive Interaction (HCI). Using google scholar website, the systems. CCI is a branch of HCI (Markopoulos et al., following electronic journal databases were searched: 2008). The application of CCI principles can be found in technology-based systems related to education, sociology, i. Association for Computing Machinery Digital Library art design, and storytelling. As technology influences the (ACM) way people actual work, people use of technology also has ii. Google Scholar an influence on technology. The impact of technology on iii. Science direct children has been address previously in several studies iv. IGI Global (Elyazgi et al., 2014; Kucirkova et al., 2014; Ronimus et v. IEEE Xplore Digital Library al., 2014; Roskos et al., 2014). It is becoming more crucial vi. Springer Link to study the influence of children use of technology. User vii. Emerald interface refers to a system artefact that is designed to allow viii. JSTOR for interaction between system and the user (Phillips, 2012). The user interface depending on the domain context is characterized by the text and graphic layouts presented on a computer screen Cheon and Grant (2012). 20 E-ISSN: 2289-8603 JSCDSS Journal of Soft Computing and Decision Support Systems 2:5 (2015) 16-23 Technology Acceptance Mode (TAM) Adopted from Van der Heijden, Child Computer Perceived (2004) Interaction (CCI) Enjoyment (PE) Usability Behaviour Intention Perceived (BI) Ease of Use (PEOU) Interface Perceived Usefulness (PU) Fig. 2. The Proposed Theoretical Framework. 6. Discussion possibly differ from idealized and planned usage. Nevertheless, the theory of acceptance allows for such As human resource development is crucial in the deviations, as they are not significant. Dillon and Morris advancement of any nation, Malaysia places great (1996) argue that the individual adoption process of any IS importance on education, especially technology education for planned purposes can be modelled and predicted. In (Zin, 2003). Over the past decades, several scholars addition to that, user acceptance is viewed as a curial factor especially in the area of information system have used in concluding the success or failure of any information Technology acceptance theories and models to purpose. system project (Davis, 1993). Some of these models provided poor explanation of the observed results others were more explanatory. TAM is 7. Conclusion used in the framework. Additionally, Human-Computer Interaction was the basis of development of proposed The literature review of theories and models in the framework too. In this study, the theories, models and HCI, previous sections were the basis of development of and CCI, which were selected depends on striking a proposed framework, which is consisted by the integration balanced between the degree of parsimony and the degree of Child Computer Interaction (CCI) and Technology of explanation about the behaviour of the school children. Acceptance Model (TAM). Hence, this would give a better This study is aimed at generating a model that could understanding of the e-book technology and address issues contribute to practical application and a prediction with an relating to its acceptance at the schools. Thus, CCI with understanding about the phenomenon. In fact, beliefs two factors (usability and interface) were highlighted to reappear as significant construct in all the foremost have significant effect on the overall acceptance decision of theoretical models, which have been used to explain e-book technology. Finally, based on this study findings, it acceptance behaviours. Beliefs are cognitive evaluation of is suggested for future work to study the relationship of an individual about the outcomes of a specific behaviour. factors in the new proposed framework to contribute in Whereas attitudes reveal an effective reply to the behaviour development and motivating the trend of e-book in question (Yang, 2004). The idea that there may be a technology innovation diffusion at schools in Malaysia. more compound set of interactions among the beliefs prominent to technology acceptance has been joined in some recent work. 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