C H R O N I C L E A B S T R A C TMobile computing represents a need of this decade. Mobile computing is possible with a tablet device, for which there is no clear-cut definition. It is partly because mobile computation field is still an emerging field. Tablet industry is still in its infancy stage and therefore, standards have yet to be defined. Given the limitations, however, a tablet device can be defined as a computing device smaller and slower than a laptop, however larger, and faster than a palm type device. In this research work, factors affecting adoption behavior for tablet device among computer users have been studied. An integral part of the study was to compare effect of the income level on adoption behavior. In this regard, two samples of private and public university students were studied. A modified technology acceptance model (TAM) has been used. Two variables were added to TAM model based on Pakistan's demographics. A questionnaire was used to collect data. 1000 questionnaires were distributed from which we received 972; twenty two questionnaires were having major missing values so they were separated from analysis. Twenty five respondents were found outliers during data screening; by this sample used in this study is 925. Results were analyzed using linear regression which showed only perceived ease of use and perceived usefulness affected attitude to adopt tablet device. These results were found to be consistent for both private and public universities. Facilitation conditions and price perception play an insignificant role. The results confirmed perceived usefulness and ease of use are the only important factors affecting adoption behavior for tablet device.
Role of moderator in research is significant. Many researchers consider moderator in terms of control factors or constants; however, moderator can significantly increase value of research model. In this article, a review is made of recent literature to identify potential moderators for in-app advertisements adoption models. In-app advertisements is an evolving technology which is spreading at varying speed across the globe. There is scope of research in this field. Recent research articles are reviewed to identify potential moderators. Their proposed relationships in various scenarios are presented. At the end of the review, relevant moderators for in-app advertisement adoption models are presented with examples how researchers can find relevant moderators in a scenario.
Targeting individual consumers through in-app ads requires understanding their unpredictable behavior. To understand the underlying mechanism, this article has focused to identify the influence of self-efficacy, the perceived value of collaboration, and incentives on intention to interact with in-app ads. Self-efficacy is used as a moderator. The perceived value of collaboration and incentives are tested as mediators. Age in terms of digital natives and digital immigrants is used as a control variable. Large-scale online survey data was collected. PLS-SEM technique was used for data analysis. As per result, digital natives and digital immigrants behave in the same way for acceptance of in-app ads. The perceived value of collaboration and incentives have a direct influence on intention. Self-efficacy does not influence intention nor act as a moderator. This research helps advertisers, app developers, and other stakeholders involved in in-app ads services to understand the importance of influential factors found in the study.
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