Constructs and Items of E-Services

Using content analysis, the complete list of constructs and items related to e-Services adoption in Indonesia, as generated from different consumers’ responses, is illustrated in Table 4.2. This table shows the responses of each respondent to the constructs and items in the content analysis. The check mark () shows that the respondents mentioned the term. The dash (-) shows that the respondents did not mention it. Items identified in each construct, as well as the number of times the items were mentioned by different interview respondents, are listed. The new construct and items are shown by italicized texts.

Interesting observations can be identified from the data analysis results. Firstly, the process of analysis maintained a consistent pattern between the interview data and the initial research model. However, the field study results showed that some of the identified items were different from the literature, as they were intended to represent the responses of the respondents in the particular context of Indonesian airline e-Services adoption.

Secondly, with regard to the chosen level of importance, most of the respondents emphasized seven constructs as the most important in this study. These included effort expectancy, facilitating conditions, trustworthiness, outcome expectancy, motivation, intention to use and actual e-Services adoption. A new construct emerged, which was ‘ethics’, suggested by one of the respondents. However, it was omitted. Meanwhile, in terms of items, all the respondents confirmed seven out of the fifty-two items. They were ease of use, technical infrastructure, persuasion by others to use, shift from travel agent to online ticket purchasing, total number of times used, and frequency of usage.

73 Table 4.2 Constructs and Items of E-Services Usage

Construct Item

Consumers

Frequency A B C D E F G H I J K L M N O

Effort Expectancy

Ease of use                15

Clarity and understandability           -     14 Ease for consumer to learn -         -      13 Ease to access the information exactly - - - -  - - - - - - 1

Usefulness to consumers - - - - - -  - - - - 1

Simple language -  - - - - - - - - - 1

Clear stages or instructions   - - - - -   - - - 4

Social Influence

Persuasion by colleagues  - - - - - -    - - - 4 Supervisor/boss support - - - - - - -    - - - 3 Friends’ encouragement/influence  - -   - -   -  - - - - 6

More prestige -  - -  - - - -   - - - - 4

Somebody’s influence -  - - - - - - - - - 1

More exclusiveness - - -  - - - - - - - 1

Privacy Concerns

Misuse of personal information   - - -    - - - -   - 7 Ability to find personal information -  - - - - -     - - - - 5 Ability to track and monitor - - - -  - -  -  - - - 3

Private information  - - - - - - - - - - 1

74 Table 4.2 Continued

Construct Item

Consumers

Frequency A B C D E F G H I J K L M N O

Trustworthiness

Trust in the e-Services      -          14 Trust in the company      - -         13

Trustworthiness    -    - -       12

Guarantee security of data  - -  - -  - - - - - 3

Guarantee of data validity - -  - -  - - - - - 2 No issues about tracking records of the

company  - - - - - - - - - - - - 1

Facilitating Condition

Technical infrastructure provided                15 Resource available for tutorial and

technical support    -  -          13 Specific person or groups available for

assistance, such as Call Centre or Chat facilities.

         -    -  14

Clear interface and user friendliness - - -  - - - 1

Availability of clear steps - - - -  - - - 1

Clear instructions - - - - -  - - - 1

Systematic display on the screen - - - - - - - - - - -  - - - 1

75 Table 4.2 Continued

Construct Item

Consumers

Frequency A B C D E F G H I J K L M N O

Outcome Expectancy

More suitable flight schedule and price              -  14 More efficiency in buying ticket      - -  -  -  -  9 Increase of status among your colleagues -   - - - - - - -  - - - - 3 Increased chance of efficiency and

effectiveness - - - -  - - -    - - - - 4

Customer’s loyalty  - - - - - - - - -  - - - - 2

Ease of payment -  - - - - -  - - - 2

More comfort - -    -  -  - - -    8

Access to priority offers via e-mail, such

as promo ticket, gift or voucher - -  - - - - - - -  - - - - 2

Valid information - - - -  - - - - - - 1

More flexibility for payment - - - -  - - - - - - 1

More flexible choice of time - - - - - - - - - - -  1

Access to easier and cheaper tickets - - - - - - -   - - -  3

Guaranteed security of data - - - - - - -  - - - 1

Access to quick seat availability - - - - - - - -  - -  - - - 2

Booking without downpayment -  - - - - - - - - -  - 2

More transparency - - - - - - - - - - - - -  - 1

Affiliation with hotels and car rentals - - - - - - - - - - -  - - - 1 Access to immediate information - - - - - - - -  - - - 1

76 Table 4.2 Continued

Construct Item

Consumers

Frequency A B C D E F G H I J K L M N O

Motivation

Motivation to use        -        14 Interest to continue using                15 Persuasion to use                15

Commitment to use -  - -  -  - - - -   5

Ethics - - - - - - -  - - - - 1

Intention to Use E-Services

Shift from travel agents to online ticket

purchasing                15

E-Services Adoption

Number of use                15

Frequency of use                15

77 Thirdly, the greatest number of items mentioned by the respondents were 28 by respondent E, 27 by respondent B and 26 by respondent I. It was not surprising that these respondents mentioned more items than other respondents, since their computer usage was high. For example, respondent B would normally access e-Services in her daily activities, not only via local networks but also via her mobile. As she said:

I have used e-Services so many times, because I am an active user. In addition, I travel once a week, so I often use the e-Services. I also have been using the e-Services since the first time e-Services emerged.

If there is no hot spot to access Internet, I use mobile …. CDMA-Star One. I am an active user of internet. Therefore, I access information and news for a few hours every day.

It should be noted that respondent H, who worked as general staff and had a medium level of computer usage, mentioned more variables than respondents F and L who mentioned the lowest number of items; even though they had an educational background in IT and were familiar with IT applications, such as e-Services. This could be explained because those who were familiar with IT would have a different perspective when using an application, such as e-Services, compared with common users. For example, the respondents who had sufficient IT backgrounds may be less concerned about social influence factors. They had used airline e-Services, mostly because they received information from advertising in newspapers, magazines or websites. They then tried to familiarise themselves with the airline e-Services. Thus, items such as colleagues’ persuasion, supervisors’ support, friends’ influence, and reasons that were concerned with prestige would not be important for those respondents.

Fourthly, linkages were observed. In looking at the data, the researcher found linkages among constructs that may be significant for the study. An example is in the following extract from the interview transcript from respondent A.

“Privacy also becomes my concern - how does the airline company guarantee my information privacy. In addition, there is another privacy concern that becomes my concern that is my own neighborhood. If I buy an online ticket, my relatives and neighbours are not supposed to know where I am going. If I go to a travel agent, other parties know about my activities such as my destination and flight information.”

78 The respondent signalled that there was a linkage between privacy concerns and usage. He mentioned that his privacy was more secure when he used the online ticket purchases. Going to the travel agents would make the possibility higher that friends or neighbours would know about his travel plans.