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Organizational Adoption Models for Early ASP Technology Stages. Adoption and Diffusion of Application Service Providing (ASP) in the Electric Utility Sector.

Fuchs, Susanne (2005) Organizational Adoption Models for Early ASP Technology Stages. Adoption and Diffusion of Application Service Providing (ASP) in the Electric Utility Sector. Doctoral thesis, WU Vienna University of Economics and Business.

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Abstract

Application Service Providing (ASP) is a recently emerged software delivery model under which an Application Service Provider hosts, manages and delivers software as a service to customers via the Internet or a private network. The ASP model offers benefits from cost savings, specialized expertise, a faster time to market, and a reduced risk due to a lower capital investment. However, customers who are unsure about the value of ASP services and their demands may be reluctant to commit to ASP contracts. Many are also concerned with security, performance and loss of control. The underlying research identifies determinants influencing adoption intentions in the early technology stages of ASP within electric utilities. The tested model includes characteristics of the innovation, such as relative (dis-) advantage of ASP, as well as characteristics of the environment, the adopting company and importance of social influence. After a broad qualitative study a quantitative web-based survey generated 158 data sets. Multiple linear regression and logistic regression were used to analyze the relationships between multi-item constructs. Results show that the perceived improved service provided by ASP, the perceived calculation accuracy of load and price forecasts, the perceived benefits from the provision of external competence, and the trust in the reliability of the service provider as well as the image gains a company has by using ASP are significant factors influencing the formation of attitude for or against ASP solutions. Furthermore, the dependent variable in this research-the intention to adopt-is determined by the behavioral intention to try, the attitude towards ASP, the perceived cost of ASP, and the company size of the adopting firm. All constructs rank high in measurement quality and the overall model reveals food for an improved conception of ASP as well as managerial practices. Results also indicate the lapse of the diffusion curve of ASP in the electric utilities industry in Austria and Germany. (author's abstract)

Item Type: Thesis (Doctoral)
Keywords: adoption <marketing> / energy industry / energy price / forecast
Divisions: Departments > Marketing > Marketing-Management
Depositing User: Repository Administrator
Date Deposited: 09 Nov 2005 15:16
Last Modified: 02 Sep 2015 05:53
URI: http://epub.wu.ac.at/id/eprint/1876

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