Author
Geoffrey S. Hubona
Other affiliations: College of Business Administration, Virginia Commonwealth University, Georgia State University
Bio: Geoffrey S. Hubona is an academic researcher from Texas A&M International University. The author has contributed to research in topics: Technology acceptance model & Structural equation modeling. The author has an hindex of 20, co-authored 34 publications receiving 4396 citations. Previous affiliations of Geoffrey S. Hubona include College of Business Administration & Virginia Commonwealth University.
Papers
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TL;DR: This paper presents new developments, such as consistent PLS, confirmatory composite analysis, and the heterotrait-monotrait ratio of correlations, and updated guidelines of how to use PLS and how to report and interpret its results.
Abstract: Purpose – Partial least squares (PLS) path modeling is a variance-based structural equation modeling (SEM) technique that is widely applied in business and social sciences. Its ability to model composites and factors makes it a formidable statistical tool for new technology research. Recent reviews, discussions, and developments have led to substantial changes in the understanding and use of PLS. The paper aims to discuss these issues. Design/methodology/approach – This paper aggregates new insights and offers a fresh look at PLS path modeling. It presents new developments, such as consistent PLS, confirmatory composite analysis, and the heterotrait-monotrait ratio of correlations. Findings – PLS path modeling is the method of choice if a SEM contains both factors and composites. Novel tests of exact fit make a confirmatory use of PLS path modeling possible. Originality/value – This paper provides updated guidelines of how to use PLS and how to report and interpret its results.
3,251 citations
TL;DR: Using a survey sample collected from 722 knowledge workers using desktop computer applications on a voluntary basis in Saudi Arabia, the relative power of a modified version of UTAUT in determining 'intention to use' and 'usage behavior' is examined.
731 citations
TL;DR: Using a survey of 125 employees of a U.S. Government agency, it is found, contrary to the normally accepted assumption, that external variables could have direct effects on usage behavior over and above their indirect effects.
411 citations
TL;DR: The TPB model performs well in Saudi Arabia, and this validation accounts for 37 percent of the variance in behavioral intention among Saudi knowledge workers.
Abstract: Purpose – This paper aims to investigate the effects of gender, age and education on new technology implementation in Saudi Arabia, a technologically developing country, using the Theory of Planned Behavior (TPB).Design/methodology/approach – The research was an empirical investigation based on surveys completed by 1,088 Saudi knowledge workers.Findings – The TPB model performs well in Saudi Arabia. This validation accounts for 37 percent of the variance in behavioral intention among Saudi knowledge workers. For the moderator variables, there were no statistically significant interactions, with the exception of the moderation of perceived behavioral control on behavioral intention by level of education.Research limitations/implications – Saudi Arabia is an exemplar for many developing nations characterized by distinct intellectual and cultural traditions that differ from Western cultures. Demographic variables (e.g. gender and age) that have been reported to be significant moderators of the influences of ...
312 citations
TL;DR: A study involved 106 professional and administrative staff in the IT division of a large manufacturing company who voluntarily use email and word processing and found that individual user differences have significant direct effects on both the frequency and volume of usage.
Abstract: A critical assumption of the Technology Acceptance Model (TAM) is that its belief constructs - perceived ease of use (PEOU) and perceived usefulness (PU) - fully mediate the influence of external variables on IT usage behavior. If this assumption is true, researchers can effectively "assume away" the effects of broad categories of external variables, those relating to the specific task, the technology, and user differences. One recent study did indeed find that belief constructs fully mediated individual differences, and its authors suggest that further studies with similar results could pave the way for simpler acceptance models that ignore such differences. To test the validity of these authors' results, we conducted a similar study to determine the effect of staff seniority, age, and education level on usage behavior. Our study involved 106 professional and administrative staff in the IT division of a large manufacturing company who voluntarily use email and word processing. We found that these individual user differences have significant direct effects on both the frequency and volume of usage. These effects are beyond the indirect effects as mediated through the TAM belief constructs. Thus, rather than corroborating the recent study, our findings underscore the importance of users' individual differences and suggest that TAM's belief constructs are accurate but incomplete predictors of usage behavior.
298 citations
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TL;DR: In this paper, the authors extended the unified theory of acceptance and use of technology (UTAUT) to study acceptance of technology in a consumer context and proposed UTAUT2 incorporating three constructs into UTAAUT: hedonic motivation, price value, and habit.
Abstract: This paper extends the unified theory of acceptance and use of technology (UTAUT) to study acceptance and use of technology in a consumer context. Our proposed UTAUT2 incorporates three constructs into UTAUT: hedonic motivation, price value, and habit. Individual differences--namely, age, gender, and experience--are hypothesized to moderate the effects of these constructs on behavioral intention and technology use. Results from a two-stage online survey, with technology use data collected four months after the first survey, of 1,512 mobile Internet consumers supported our model. Compared to UTAUT, the extensions proposed in UTAUT2 produced a substantial improvement in the variance explained in behavioral intention (56 percent to 74 percent) and technology use (40 percent to 52 percent). The theoretical and managerial implications of these results are discussed.
6,744 citations
TL;DR: A comprehensive overview of the considerations and metrics required for partial least squares structural equation modeling (PLS-SEM) analysis and result reporting can be found in this paper, where the authors provide an overview of previously and recently proposed metrics as well as rules of thumb for evaluating the research results based on the application of PLSSEM.
Abstract: The purpose of this paper is to provide a comprehensive, yet concise, overview of the considerations and metrics required for partial least squares structural equation modeling (PLS-SEM) analysis and result reporting. Preliminary considerations are summarized first, including reasons for choosing PLS-SEM, recommended sample size in selected contexts, distributional assumptions, use of secondary data, statistical power and the need for goodness-of-fit testing. Next, the metrics as well as the rules of thumb that should be applied to assess the PLS-SEM results are covered. Besides presenting established PLS-SEM evaluation criteria, the overview includes the following new guidelines: PLSpredict (i.e., a novel approach for assessing a model’s out-of-sample prediction), metrics for model comparisons, and several complementary methods for checking the results’ robustness.,This paper provides an overview of previously and recently proposed metrics as well as rules of thumb for evaluating the research results based on the application of PLS-SEM.,Most of the previously applied metrics for evaluating PLS-SEM results are still relevant. Nevertheless, scholars need to be knowledgeable about recently proposed metrics (e.g. model comparison criteria) and methods (e.g. endogeneity assessment, latent class analysis and PLSpredict), and when and how to apply them to extend their analyses.,Methodological developments associated with PLS-SEM are rapidly emerging. The metrics reported in this paper are useful for current applications, but must always be up to date with the latest developments in the PLS-SEM method.,In light of more recent research and methodological developments in the PLS-SEM domain, guidelines for the method’s use need to be continuously extended and updated. This paper is the most current and comprehensive summary of the PLS-SEM method and the metrics applied to assess its solutions.
6,220 citations
Posted Content•
TL;DR: In this paper, the authors extended the unified theory of acceptance and use of technology (UTAUT) to study acceptance of technology in a consumer context and proposed UTAUT2 incorporating three constructs into UTAAUT: hedonic motivation, price value, and habit.
Abstract: This paper extends the unified theory of acceptance and use of technology (UTAUT) to study acceptance and use of technology in a consumer context. Our proposed UTAUT2 incorporates three constructs into UTAUT: hedonic motivation, price value, and habit. Individual differences — namely, age, gender, and experience — are hypothesized to moderate the effects of these constructs on behavioral intention and technology use. Results from a two-stage online survey, with technology use data collected four months after the first survey, of 1,512 mobile Internet consumers supported our model. Compared to UTAUT, the extensions proposed in UTAUT2 produced a substantial improvement in the variance explained in behavioral intention (56 percent to 74 percent) and technology use (40 percent to 52 percent). The theoretical and managerial implications of these results are discussed.
4,986 citations
TL;DR: In this paper, the authors offer a new book that enPDFd the perception of the visual world to read, which they call "Let's Read". But they do not discuss how to read it.
Abstract: Let's read! We will often find out this sentence everywhere. When still being a kid, mom used to order us to always read, so did the teacher. Some books are fully read in a week and we need the obligation to support reading. What about now? Do you still love reading? Is reading only for you who have obligation? Absolutely not! We here offer you a new book enPDFd the perception of the visual world to read.
2,250 citations
TL;DR: Partial least squares structural equation modeling (PLS-SEM) has become a popular method for estimating path models with latent variables and their relationships as discussed by the authors, and a common goal of PLSSEM analyses is to identify key success factors and sources of competitive advantage for important target constructs such as customer satisfaction, customer loyalty, behavioral intentions, and user behavior.
Abstract: Partial least squares structural equation modeling (PLS-SEM) has become a popular method for estimating path models with latent variables and their relationships. A common goal of PLS-SEM analyses is to identify key success factors and sources of competitive advantage for important target constructs such as customer satisfaction, customer loyalty, behavioral intentions, and user behavior. Building on an introduction of the fundamentals of measurement and structural theory, this chapter explains how to specify and estimate path models using PLS-SEM. Complementing the introduction of the PLS-SEM method and the description of how to evaluate analysis results, the chapter also offers an overview of complementary analytical techniques. A PLS-SEM application of the widely recognized corporate reputation model illustrates the method.
1,842 citations