Propiedades de las células madre y regulación de las mismas

This section presents the development of the measuring items of the questionnaire based on the final research model. As indicated in Figure 5.1, the final model of this study comprises nine constructs, namely: effort expectancy, social influence, facilitating conditions, privacy concerns, trustworthiness, outcome expectancy, motivation, intention to use and e-Service usage. These constructs must be operational so as to enable the researcher to measure them (Zikmund and Babin 2007). The items were extracted from previous theories and empirical studies in the relevant literature, as well as findings from the field study. The following section describes the details of the variables and measures for each construct.

The final questionnaire is shown in Appendix E (English version) and Appendix F (Indonesian Version). This questionnaire was then subjected to the ethics approval process at Curtin University and approval was obtained (GSB-11-09; 14 September 2009).

5.4.2.1 Effort Expectancy

In Sections 2.5.1, 4.4.4.1 and 5.2.1, effort expectancy has been demonstrated to have an effect on e-Service usage through motivation and intention. Effort expectancy reflects customers’ perceptions of the ease of use in airline e-Services. In this study, effort expectancy is measured using seven items. Three items were generated from previous literature and strengthened by the field study. The rest of the four items

were adopted from the field study. Table 5.2 details the measurement items and their related references for effort expectancy.

Table 5.2 Measurement Items Related to Effort Expectancy Code Item Measurement Source/References

EE1 Ease of use The airline e-Services are easy to use.

(Davis 1989; Davis, Bagozzi and Warshaw 1989; Moore and Benbasat 1991; Venkatesh et al.

2003); Field study

EE2 Understandability

My interaction with airline e-Services is clear and

understandable.

(Davis 1989; Davis, Bagozzi and Warshaw 1989; Moore and Benbasat 1991; Venkatesh et al.

2003); Field study

EE3 Ease to learn

The airline e-Services are generally considered easy to be learned among consumers.

(Davis 1989; Moore and Benbasat 1991); Field study

EE4 Simple language The airline e-Services are

presented in simple language. Field study EE5 Simple

instructions

The airline e-Services are

presented in clear steps. Field study EE6 Usefulness The airline e-Services are very

useful for consumers. Field study EE7 Comprehensive

information

The airline e-Services provide

comprehensive information. Field study

5.4.2.2 Social Influence

To measure the construct of social influence, five items were proposed. It is interesting to note that all of these items have been finalised based on the findings from the field study. The main references are Davis et al. (1989), Ajzen (1991), Thompson, Higgins and Howell (1991) and Moore and Benbasat (1991), while other supporting pervious empirical studies are Mathieson (1991), Taylor and Todd (1995) and Venkatesh et al. (Venkatesh et al. 2003). Table 5.3 shows the five items and the references for the social influence factor.

Table 5.3 Measurement Items Related to Social Influence Code Item Measurement Source/References

SI1 Persuasion My colleagues persuade me to use the airline e-Services.

(Ajzen 1991; Davis, Bagozzi and Warshaw 1989; Mathieson 1991;

Taylor and Todd 1995; Venkatesh et al. 2003); Field study

SI2 Support My supervisor/boss supports me to use the airline e-Services.

(Thompson, Higgins and Howell 1991; Venkatesh et al. 2003);

Field study

Table 5.3 Continued

Code Item Measurement Source/References

SI3 Encouragement My friends encourage me to use the airline e-Services.

(Ajzen 1991; Davis, Bagozzi and Warshaw 1989; Mathieson 1991;

Taylor and Todd 1995; Venkatesh et al. 2003); Field study

SI4 Prestige It is more prestigious for me to use the airline e-Services.

(Moore and Benbasat 1991);

Field study

SI5 Inspiration Airline passengers inspire me to use the airline e-Services.

(Ajzen 1991; Davis, Bagozzi and Warshaw 1989; Mathieson 1991;

Taylor and Todd 1995); Field study

5.4.2.3 Facilitating Conditions

As mentioned earlier (see Sections 2.5.3 and 4.4.4.3), the construct of facilitating conditions deals with customer beliefs that organizational and technical infrastructure exist to support e-Service usage (Venkatesh et al. 2003; Ajzen 1991; Thompson, Higgins and Howell 1991). This factor is measured based on three items. The following table (5.4) shows the measurement statements and their references.

Table 5.4 Measurement Items Related to Facilitating Conditions Items Variable Measurement Source/References

FC1

(Ajzen 1991; Taylor and Todd 1995); Field study

Call centres, on-line help or chat facilities are available for

As has been mentioned before, there are three items related to privacy concerns (Dinev and Hart 2004, 2006a, 2006b). The results of the field study have strengthened these items. Table 5.5 shows the three items used to measure the influence of privacy concerns on e-Service usage.

Table 5.5 Measurement Items Related to Privacy Concerns Code Item Measurement Source/References

PC1 Misuse

Personal information submitted to the airline e-Services system could be misused.

(Dinev and Hart 2004, 2006a, 2006b); Field Study

(Dinev and Hart 2004, 2006a, 2006b); Field Study

PC3 Monitoring by somebody

When using airline e-Services, actions taken by customers can be easily monitored.

(Dinev and Hart 2004, 2006a, 2006b); Field Study

5.4.2.5 Trustworthiness

The construct of trustworthiness for this study is measured by the subtly different concepts of trust and trustworthiness. There are five items to measure trustworthiness. The first three items (TW1-TW3) were adopted from previous research (Jarvenpaa, Tractinsky and Vitale 2000; Belanger, Hiller and Smith 2002;

Gefen and Straub 2003; Pavlou 2003; Carter and Belanger 2005) supported by the findings from the field study. The remaining two items (TW4 and TW5) were derived from the results of the field study and supported by previous studies. Table 5.6 shows survey items related to trustworthiness.

Table 5.6 Measurement Items Related to Trustworthiness Code Items Measurement Source/References

TW1 Trust of e-Services The airline e-Services are dependable.

(Pavlou 2003; Gefen and Straub 2003; Carter and Belanger 2005);

Field study TW2 Trust of company The company that provides

airline e-Services is reliable.

(Carter and Belanger 2005); Field study

TW3 Trustworthiness The airline e-Services are trustworthy.

(Jarvenpaa, Tractinsky and Vitale 2000; Belanger, Hiller and Smith 2002; Pavlou 2003; Carter and Belanger 2005); Field study

(Belanger, Hiller and Smith 2002;

Pavlou 2003);

(Belanger, Hiller and Smith 2002;

Pavlou 2003); Field study

5.4.2.6 Outcome Expectancy

Outcome expectancy reflects the influence of a customer’s outcome expectations toward their usage of e-Services. This construct is measured based on ten items, two from the existing literature and eight from the field study. Table 5.7 shows the ten items representing the construct of outcome expectancy.

Table 5.7 Measurement Items Related to Outcome Expectancy Items Variable Measurement Source/References

OE1 Most suitable flight and price

It is possible to get the most suitable flight schedule and price via the airline e-Services.

Field study

OE2 More efficiency Buying tickets using the airline

e-Services is cheaper. Field study

OE3 Increasing status

Utilizing the airline e-Services leads to better self-image for users.

OE5 Ease of payment The airline e-Services provide an

easy payment method. Field study OE6 Valid information The airline e-Services provide

valid updated information. Field study OE7 Speed to get a ticket To get tickets via the airline

e-Services is quicker. Field study

OE9 Affiliation with

The airline e-Services offer a ticket-booking facility without immediate payment.

Field study

5.4.2.7 Motivation

The construct of motivation deals with how customers are motivated to use the e-Services. This construct is based on the literature and the field study. The first

two items were adopted from Smith et al. (2007). The third measurement item was adopted from Suri, Long and Monroe (2003). Those items were then coupled with the results of the field study. The following table (5.8) shows the measurement statements and their references for the construct of motivation in the questionnaire.

Table 5.8 Measurement Items Related to Motivation Items Variable Measurement Source/References

MT1 Benefit

I am motivated to use the airline e-Services because of its range of benefits.

(Smith et al. 2007a); Field study

MT2 Expertise

I am motivated to use the airline e-Services as I will be seen as an expert among my friends and colleagues.

(Smith et al. 2007a); Field study

MT3 Persuasion for somebody to use

I will persuade my friends and colleagues to use the airline e-Services.

(Suri, Long and Monroe 2003);

Field study

5.4.2.8 Intention to Use

Four items were developed to measure the construct of intention to use the e-Services. As this construct is an integral component of a TRA or TPB or TAM or

UTAUT based model, there are many measures available. For this study, items IU1-IU2 were adopted from the work of Pavlou and Fygenson (2006) and Venkatesh et al. (2008), while item IU3 was adopted from the work of Shih and Fang (2004). The last item, IU4, was derived from the field study. Table 5.9 details the variables, measurement statements and related references used in the questionnaire.

Table 5.9 Measurement Items Related to Intention to Use Items Variable Measurement Source/References

IU1 Intent to purchase

I intend to purchase e-tickets via airline e-Services in the very near future.

(Venkatesh et al. 2008; Pavlou and Fygenson 2006)

IU2 Plan to purchase

I plan to purchase e-tickets via airline e-Services in the very near future.

(Venkatesh et al. 2008; Pavlou and Fygenson 2006)

IU3 Adding favourite links

I will add the airline e-Services

to my favourite links. (Shih and Fang 2004)

IU4

Shift from travel agent to online transaction

I have shifted from travel agents

to online ticket transactions. Field study

5.4.2.9 E-Services Usage

The e-Services usage construct refers to the utilization of e-Services by customers.

Twelve items are used to measure this construct. Item EU1 and EU2 were adopted from Venkatesh et al. (2008). For items EU3 to EU12, which were adopted from

Pikkarainen et al. (2004), the respondents are asked to mention how often they perform various actions by use of a six-point Likert type scale, ranging from ‘Almost Never’ to ‘Almost Always’. Table 5.10 presents the items and related references used in the questionnaire development for the e-Services usage construct.

Table 5.10 Measurement Items Related to E-Services Usage Items Variable Measurement Source/References

EU1 Number of separate

usages Average e-Services usage (Venkatesh et al. 2008;

Pavlou and Fygenson 2006) EU2 Number of

transactions

The average number of transactions each time using e-Services

(Venkatesh et al. 2008;

Pavlou and Fygenson 2006) EU3 Browsing flight info How often to browse flight info (Pikkarainen et al. 2004);

Field study EU4 Notice of ticket

prices How often to notice ticket prices (Pikkarainen et al. 2004);

Field study

EU5 Finding ticket sales How often to find ticket sales (Pikkarainen et al. 2004);

Field study

EU6 Finding tour sales How often to find tour sales (Pikkarainen et al. 2004);

Field study

EU7 Booking online How often to book online (Pikkarainen et al. 2004);

Field study

EU8 Paying online How often to pay online (Pikkarainen et al. 2004);

Field study

EU9 Printing e-ticket How often to print e-tickets (Pikkarainen et al. 2004);

Field study

EU10 Checking-in online How often to check-in online (Pikkarainen et al. 2004);

Field study

EU11 Viewing seat How often to view seats (Pikkarainen et al. 2004);

Field study EU12 Seeking general

information

How often to seek general information

(Pikkarainen et al. 2004);

Field study

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