A conceptual framework to explain technology acceptance of electronic negotiation utilizing software agents

Abstract

Electronic negotiation (e-negotiation) is a relatively new technology that has spawned as a result of the growth of electronic commerce (e-commerce). While researchers have dealt with a variety of topics in the area of e-negotiation the acceptance of e-negotiation technology is a subject that needs further exploration. This study contributes to the research in e-negotiation, by putting forward a conceptual model that explains the factors that affect technology acceptance of e-negotiation. We survey past works in the technology acceptance literature, and review three seminal theories ? the technology acceptance model (TAM), the theory of planned behaviour (TPB) and the diffusion of innovation theory (DOI). We develop a conceptual model by identifying various factors and interrelationships amongst them that are valid for the context of our study. To test our model, we develop a web interface for participants to experience e-negotiation, and incorporate a survey instrument, adapted from previous studies, to assess participants' attitudes and perceptions towards using e-negotiation. We also test whether the presence of learning agents has an effect on perceptions of negotiation outcomes. Regression and MANOVA tests indicate that attitude and associated attitudinal beliefs have a significant influence on acceptance of e-negotiation technology. We also find that perceptions of negotiation outcomes affect e-negotiation acceptance; however, learning agents were not found to have an influence on perceptions of negotiation outcomes.