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Modeling Intention to Use an Application Service Provider
(ASP)
Tsipi Heart, Nava Pliskin, Noam Tractinsky
Heart, PliskinN, [email protected]
Ben-Gurion University of the Negev
Information Society, February 3, 2004
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Topics
Application Service Providers Research Methodology ASP Drivers and inhibitors The ASP Intention Model (AIM) Limitations and discussion
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“The hospitality industry is two-three years behind other industries in IT adoption” (Hensdill, 1998, Heart et al., 2001)
Research motivation:
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Application Service Providers
“ASPs are third party service firms which deploy, manage and remotely host software applications through centrally-located services in a rental or lease agreement” (Currie and Seltsikas, 2001, p. 123).
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5Heart, T. and Pliskin, N., 2002, "Renting Restaurant Applications from Application Service Providers", International Journal of Hospitality Information Technology (IJHIT), Vol. 2, No. 2, 45-61.
Customer Organizations of ASPs
Access applications and databases residing on ASP servers over networks
Avoid investment in server hardware and software
Pay monthly usage fee
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The Belief at Oracle:
in 10 years all business applications will be:“…delivered via the Web as a software service, rather than shipped as a product that customers must implement, manage, and maintain.” (Information Week, 2001).
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SMEs -- Candidates for ASP
Need to harness IT to enable growth Find IT adoption costly and risky (Bennett
and Timbrell, 2000) Do not have the resources internally
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Current Forecasts
Currently, according to IDC “Companies spent more than $2.3 billion last year for software delivered as a service, up from $1.8 billion the year before”1.
In 2000, IDC forecasted an ASP market size of $25 billion by 2005
The market will reach $8 billion by 2007 (Mears, Network World, 22/9/2003)
1http://www.nwfusion.com/news/2003/0922carrspecialfocus.html
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Why, actually,
ASP adoption is slower then anticipated
???
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Preliminary Research in the Israeli Hospitality Industry
One ASP vendor servicing Israeli hotels Sixteen hotels (out of 257 registered
hotels) adopted the “pure” ASP model Three hotel chains (managing 25 hotels)
adopted the “hybrid” ASP model
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Current ASP research
Mostly looking at the vendor’s side No modeling of ASP adoption decision No emphasis on SMEs
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Research Question
What are the factors affecting intention to use ASP, as perceived by a top SME
decision-maker?
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Research Methodology
Exploratory qualitative research: Field study (the Israeli hospitality industry) Case studies (two vendors, five customers) In-depth interviews (four interviewees)
Model formulation based on the literature and findings of the qualitative study
Quantitative survey to test the model (Unit of analysis: top SME decision-maker, sample: Israeli SMEs)
In-depth interviews with ten managers that have responded to the questionnaire, for triangulation purposes
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Driving and Inhibiting Factors
From the Literature and Qualitative Research
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FactorSoftCo
HotelCo
DefCoChainCo
Drivers
Cost savings3137
Focus on core activities44
Improved business performance
7762
IT effectiveness251
Partnering with an IT expert
8
Up-to-date applications79
Vendor reputation57
Interviews
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FactorSoftCoHotelCo
DefCoChainCo
Inhibitors
Data security113
Response time6695
System availability258
Vendor opportunism6
Vendor trustworthiness
4324
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CategoryFactorsSource
1 Usefulness to the
Organization
Business performance
Loh and Venkatraman, 1992; Currie and Seltsikas, 2001;
Reduced IT cost, reduced TCO, predictable IT cost
Loh and Venkatraman, 1992; Currie and Seltsikas, 2000; Currie and Seltsikas, 2001; Smith and Rupp, 2002; Ekanayaka, Currie and Seltsikas, 2002; Walsh, 2003
Better IT performance
Loh and Venkatraman, 1992; Walsh, 2003
2 Ease of Use
Focus on core activities
Currie and Seltsikas, 2001; Applegate, McFarlan and McKenney, 1996;
Contract ambiguity, long-term contracts
Currie and Seltsikas, 2000; 2001; Kern, Willcocks and Lacity, 2003; Kern, Lacity and Willcocks, 2002
Literature
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CategoryFactorsSource
3Risk of Technology
System availability
Tao, 2001; Susaria, Barua and Whinston, 2003
System response time
Tao, 2001; Susaria, Barua and Whinston, 2003; Interviews
Data securitySusaria, Barua and Whinston, 2003; Kern, Willcocks and Lacity, 2003; Kern, Lacity and Willcocks, 2002; Interviews, case study
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CategoryFactorsSource
4 Vendor Trustworthiness
Vendor integrityMayer et al., 1995; Mayer and Davis, 1999; Mcknight, Choudhury and Kacmar, 2002
Vendor abilityMayer et al., 1995; Mayer and Davis, 1999; Mcknight, Choudhury and Kacmar, 2002; Susaria, Barua and Whinston, 2003
Vendor reputation
Jarvenpaa, Tractinsky and Vitale, 2000; Susaria, Barua and Whinston, 2003; interviews.
5Overall risk
Overall riskGefen, Rao and Tractinsky, 2003; case study
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Results of the Preliminary Field Study
Cost Analysisfor a
300 room hotel with 30 users
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ItemClient/ServerINITIAL ($)
ASP
INITIAL ($)
Server (with OS)8,000-
30 clients (with OS)36,00021,000
Database licenses4,500-
Application licenses65,50015,000 (*)
Comm. & Cabling10,00011,000
Peripheral equipment25,00025,000
Total initial investment149,00072,000
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Monthly Costs
ItemClient/Server
Monthly ($)
ASP
Monthly ($)
Support fee - hardware800500
Support fee - software1,7004,050
Communications150250
IT personnel2,500-
Total monthly fee5,1504,800
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Bottom Line….
ItemClient/ServerINITIAL ($)
ASP
INITIAL ($)Total initial investment
149,00072,000
ItemClient/Server
Monthly ($)
ASP
Monthly ($)
Total monthly fee
5,1504,800
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The Suggested Model:
ASP Intention Model (AIM)
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ASP usage
Perceived usefulnessof ASP
Perceived ease ofusing ASP
Perceived risk ofASP technology
Perceived ASPvendor
trustworthiness
H1 (+)H2 (+)
H5 (+)
H4 (+)
H6 (-)
H7 (-)
H8 (+)
H3 (+)
Focus on coreactivities
Contractambiguity
Improved ITperformance
Reduced IT costImprovedbusiness
performance
Intention to useASP
Perceivedoverall risk
Vendorreputation
Vendorintegrity
Vendorability
Organizationaldata security
Systemavailability
Systemresponse time
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Hypotheses
[H1] High perceptions of ASP usefulness enhance the intention of the decision maker to use an ASP
[H2] Actual ASP usage is also enhanced by perceived ASP usefulness
[H3] High perception of ease of use enhance the intention of the decision maker to use an ASP
[H4] ASP usefulness is enhanced by perceived ease of use
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[H5] A low perception of ASP technology risk decreases perceived overall risk of the ASP
[H6] High perceived trustworthiness of ASP vendor decreases perceptions of overall risk of ASP concept
[H7] Perceived overall risk negatively affects intention to use ASP
[H8] Intention to use ASP enhances actual ASP usage
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Done
A questionnaire has been composed reflecting the model constructs
Several (15) responses, so far
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Next Steps
Test questionnaire validity (few SMEs) Finalize questionnaire Run study Analyze results
(using a valid statistical tool, preferably structural equation modeling (SEM) which requires a large sample)
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Limitations and Doubts
Is AIM adequate for assessing intention to adopt technology by a decision-maker in an organization?
Are there other factors affecting the ASP adoption decision in an organization?
About 150 responses are required if SEM is to be used, might need to survey SME managers from other industries
SME definition