| Despite the existence of prior researches related to the MAS, there is a lack of studies on user's usage that reflect the new attributes of the MAS context. This study tried to examine the factors that are influencing the usage of MAS with consideration of MAS perspective. In this research, along with adopted Subjective Norm from previous studies, we redefined Critical Mass, and proposed Level of Openness to develop our new research model to explain the MAS use. An online questionnaire was conducted. The data test results show that all of the proposed hypotheses were supported. Among the examined factors, Critical Mass had the most significant impact on Intention to Use. The new construct, Level of Openness, also had a positive impact on Intention to Use. This finding could lead researchers to extend efforts with respect to Level of Openness as a potentially interesting factor in MAS context. |
Updated 03/19/2014