Investigating conference attendee’s mobile application adoption behavior: An ecological perspective

Abstract

<p>The fast growing conference industry has a positive impact on the economy. The industry has been criticized for its resource use intensity, and for having a negative impact on the environment. This study focused on understanding the predictors of green information system (conference apps) adoption behavior, which may help reduce negative environmental impact in future. While there was enough evidence of conference apps implementation by the conference industry, there was limited evidence of its adoption by conference attendees. Thus, the purpose of this study was to investigate conference attendees’ conference apps adoption behavior.</p> <p>As conference apps are helpful in reducing paper waste and carbon emissions, they are considered green information systems (IS). The existing IS literature provides technology adoption models such as Unified Theory of Acceptance and Use of Technology (UTAUT-2) to understand behavior. Thus, UTAUT-2 along with Theory of Reasoned Action and Value Beliefs Norm theory were used in this study to develop a model—Green Information Systems Adoption Model—to understand behavioral intention to adopt conference apps by conference attendees.</p> <p>Structural equation modeling technique with the maximum likelihood estimation method was utilized to identify relationships between variables and to test hypotheses from the model. A survey using online Qualtrics and Amazon Mechanical Turk panel collected 403 usable responses on 29 items. Results were tested for reliability and validity using exploratory factor analysis, confirmatory factor analysis, and structural equation analysis.</p> <p>Results from the model fit indices support the GISAM model, as it fits the data well. The equivalent model and bootstrapping analyses show robustness of the model. Findings suggest that for technologies that provide higher benefits to the environment and conference associations than to the attendees, individuals’ attitudes were based on beliefs that are drawn from biospheric and altruistic values more than self-interest values. Attitude toward conference apps was found to be the strongest predictor of behavioral intention, followed by habit, hedonic motivation, effort expectancy, and ecological beliefs. This study contributes both theoretically and practically by bridging the existing gap in the literature and providing solutions to the conference industry for higher profitability.</p>