Empirically Analysing Factors Influencing Users’ Adoption of Online Information Services (OISs): A Case of a Travel Business In Taiwan

Abstract: Online Information Services (OISs) have become an important medium for meeting the information needs of consumers for e‑commerce purposes. Yet, there is little existing research that has investigated the factors which govern users’ intentions to adopt OISs. The study addresses this gap. Data collected from 511 users of a travel company OIS in Taiwan through a cross‑sectional survey were analysed using the Structural Equation Modelling technique. It was found that: (a) subjective norms manifested through social influences, information sharing and word‑of‑mouth directly influence the Behavioural Intention (BI) to adopt and, (b) social interaction in the form of ‘networking’ among users is not associated with the BI or with the Trust of the service provider to adopt OIS. The results extend earlier research by showing that social media interactions underpinned by subjective norms are significant in influencing adoption behaviours. Evidence is provided that people’s behaviours are shaped by how they will be perceived by people they trust ‑ or wish to be aligned with. Therefore, subjective norms should be viewed from users’ networks perspective, rather than broad societal context. Managers need to focus on social networks made up of people with close alignments and common interests, where people look to each other to maintain a level of positive perception and trust. Simply focussing on social networks composed of loose relationships may neither lead to trust nor affect the behavioural intentions of users. The work offers empirical evidence of the design factors that can encourage OISs adoption.