Browsing by Subject "Technology Acceptance Model"

The aim of the study was to identify drivers which affect the tendency to conduct timber trade online among private forest owners in greater Helsinki metropolitan area. Drivers were measured using a survey form. The survey form was constructed using an applied Technology Acceptance Model. Mail addresses for the survey were collected from a Finnish forest products company’s customer database. The survey data was gathered using a survey form which was delivered by mail. The form could also be filled online The reference population consisted of 6059 private forest owners from which a sample of 865 private forest owners was taken. The forest owners included in the sample were sent the survey form of which 88 were returned filled. This yields an answer percentage of 10 %. The answers were analyzed using linear regression models. From the individual models a composite model was constructed which was used to explain what the drivers behind private forest owners’ decision to do online timber trade were and how big the effects of a driver were. The biggest drivers according to the data were perceived usefulness, result demonstrability and relevance. Also output quality, perceived ease of use and subjective norm had a positive effect on the tendency to do online timber trade. According to the data it is impossible to say whether voluntariness of use has an effect on the private forest owners’ decision to do online timber trade. The results were mainly in line with previous Technology Acceptance Model based research. The effects of subjective norm and output quality were slightly lower than previous Technology Acceptance Model related studies. There has not yet been any previous research into the tendency to conduct online timber trade in Finland to which the results could be directly compared to.