Effects of innovativeness and trust on web survey participation

Authors:
Jiaming Fang;Peiji Shao;George Lan
Affiliations:
School of Management and Economics, University of Electronic Science and Technology of China, No. 4, Section 2, N. Jianshe Road, Chengdu, Sichuan 610054, PR China;School of Management and Economics, University of Electronic Science and Technology of China, No. 4, Section 2, N. Jianshe Road, Chengdu, Sichuan 610054, PR China;Odette School of Business, University of Windsor, Windsor, Ont., Canada N9B 3 P4
Venue:
Computers in Human Behavior
Year:
2009

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Abstract

Responding to suggestions of prior research for examining the psychological constructs involved in a decision for or against participation in web surveys, this paper investigated the effects of trust in sponsor and personal innovativeness on potential respondents' participation intention. Based on the theory of planned behavior (TPB), two alternative models were empirically tested in which the roles of trust and innovativeness were theorized differently-either as moderators of the effects which perceived behavioral control and attitude have on participation intention (moderator model) or as direct determinants of the attitude, perceived behavioral control and intention (direct effects model). Data was collected from a sample of 131 university students enrolled in a computer course. The results of our study indicated that: (1) TPB could satisfactorily predict the behavioral intention with up to 44% variation of the intention being predicted by the model; (2) trust in sponsor and personal web innovativeness exerted direct determinant effects rather than moderate effects on participation attitude and perceived behavioral control, which in turn significantly affected participation intention; and (3) integrating the variables of trust and personal innovativeness into TPB model enhanced the prediction effect.