THE MOGULS’ MODEL OF COMPUTING: INTEGRATING THE MODERATING IMPACT OF USERS’ PERSONA INTO THE TECHNOLOGY ACCEPTANCE MODEL

Nelson Oly Ndubisi, Omprakash K. Gupta, and Gibson C. Ndubisi

This research investigates the moderating impact of mogul’s/entrepreneurs’ persona such as innovativeness, risk-taking propensity, perseverance, and flexibility on the relationship between users’ ease of use and usefulness perceptions and system usage. Perceived usefulness and ease of use are important constructs, which have been generally linked to the usage of technologies-directly and indirectly. However, unique user persona, such as found among entrepreneurs, may have different implications. The research explores such implications among the Chinese, the Indians, and the Malay entrepreneurs.