Using the Technology Acceptance Model to Analyze the Likely Impact of Microsoft’s Reporting Services Product

Main Article Content

Rattanan Nantiyakul
Peter O’ Donnell
Rob Meredith

Abstract

The introduction, by Microsoft, of their Reporting Service product is likely to have a major impact on the Business Intelligence industry. By bundling the two technologies with it’s SQL Server product, Microsoft will leverage the large user base of this database management tool to grow market share for its Business Intelligence products. In this study, a modification of the Technology Acceptance Model is used to better understand existing and potential users’ decision on whether or not to adopt Reporting Services product. The idea of ‘critical mass’ is tested and found to be not particularly important to individual adoption choices.


Keywords: Technology Acceptance Model, Microsoft Reporting Services, Business Intelligence, Critical Mass, Social Influence, Technology Adoption


Corresponding author: E-mail: Peter.odonnell@infotech.monash.edu


 

Article Details

Section
Original Research Articles

References

[1] Water, R. 2003 Fighting with grants for the business intelligence market. Financial Times, 23.
[2] Davis, F.D., Bagozzi, R., & Warshaw, P.R. 1989 User acceptance of computer technology: a comparison of two theoretical models, Management Science, 35(8), 982-1003.
[3] Devlin, B.A. & Murphy, P.T. 1988 An architecture for a nosiness and information system IBM Systems Journal 27:1 (January) pp 60-80.
[4] Kimball, R. 1996. The Data Warehouse Toolkit, Wiley.
[5] Zawada, L.H., & O’Kelly, P. 2003 Tracking the Business Intelligence Market. Windows Server System Magazine.
[6] Davis, F.D. 1989 Perceived Usefulness, Perceived Ease of Use, and User Acceptance of information Technology. MIS Quarterly, 13(3), 319-340.
[7] Morris, M.G. 1997 How User Perceptions Influences Software Use, IEEE.
[8] Legris, P., Ingham, J., & Collerette, P. 2003 Why do people use information technology? A critical review of the technology acceptance model. Information & Management, 40, 191-204.
[9] Fishbein, M., & Ajzen, I. 1975 Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research. NY: Addison-Wesley.
[10] Taylor, S., & Todd, P.A. 2001 Understanding information technology usage: A test of competing models, Information System Research, 6(2), 114-176.
[11] Hsu, C.L., & Lu, H.P. 2004 Why do people play on-line games? An extended TAM with social influence and flow experience. Information & Management, 41, 853-868.
[12] Chau, P. 1996 A modified technology acceptance model. Journal of Management Information System, 13(2), 185-204.