Enterprise Portal Personalization: Direct and Indirect End-User Effects, and the Moderating Effects of Gender
2009 42nd Hawaii International Conference on System Sciences (2009)
Waikoloa, Big Island, Hawaii
Jan. 5, 2009 to Jan. 8, 2009
Enterprise portals offer rich functionality for end-user personalization, but few studies have been conducted on the end-user effects of this feature. This article presents a study of end-user effects of personalization, using the combined technology acceptance model (TAM) and the theory of planned behaviour (TPB) as a research framework. We propose that personalization indirectly affects end-users' intentions through effects on ease of use, usefulness, attitude and behaviour control. In addition, it may have a direct effect on end-users' intentions to use enterprise portals that is not mediated by the variables of the combined TAM/TPB-model. Because previous studies have found gender differences in the use of personalization, we also propose that the effects of personalization are moderated by gender. To test these propositions, a study of the effects of enterprise portal personalization in a large Norwegian government-owned enterprise is reported. Results from applying structural equation modelling show that personalization has a significant effect on perceived usefulness, perceived ease of use, attitude, and perceived behavioural control, but no direct effect on end-users' intentions to use the enterprise portal. Furthermore, the results show that the effects of personalization are moderated by gender. The results have implications for enterprise portal designers, for IS-managers and for further research on personalization of information systems in general.
P. E. Pedersen and A. Henriksen, "Enterprise Portal Personalization: Direct and Indirect End-User Effects, and the Moderating Effects of Gender," 2009 42nd Hawaii International Conference on System Sciences(HICSS), Waikoloa, Big Island, Hawaii, 1899, pp. 1-10.