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... factors of the research model. A mediator is a factorsthat explains the relationship between two other factors such that when the effect of the mediatorsis removed, the relationship no longer exist (=-=Baron and Kenny, 1986-=-; Chin et al., 2003; Henselersand Fassott, 2010). Mediation analysis is a research activity suggested to enhance the testing ofshealth behaviour theory to understand the underlying mechanism that brin...

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...ing also depends on socio-structural factors which refer tosthe impediments (barriers) or opportunities that reside in living conditions, health systems,spolitical, economic or environmental systems (=-=Bandura, 1997-=-).s30sFigure 2.9: Social Cognitive Theory (Bandura, 2000).sA number of studies have tested SCT components as predictors of health behaviours, allsexamining the role of self-efficacy. SCT emphasizes se...

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... introduced in the extended versions of HBM to improve its predictive powers(Rosenstock et al., 1988). Self efficacy is the belief of an individual in his/her capability tosperform certain behaviour (=-=Bandura, 1977-=-; Huang et al., 2011). People generally do not attemptssomething new unless they perceive a fair chance of success.s2.2.1.6 Perceived Cues to ActionsAnother expansion of the HBM was conducted by (Beck...

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...usage has been extensively studied in the field ofsInformation Systems (IS) and in several other domains. Among the different models that havesbeen proposed, is the Technology Acceptance Model (TAM) (=-=Davis, 1989-=-) adapted from thesTheory of Reasoned Action (TRA) (Fishbein and Ajzen, 1975) and the Unified Theory ofsAcceptance and Use of Technology (UTAUT) (Venkatesh et al., 2003), a recent extension ofsTAM, of...

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...on ofsboth attitudes towards behaviour and subjective norms towards that behaviour, which has beensfound to predict actual behaviour (Fishbein and Ajzen, 1975).sFigure 2.1: Theory of Reasoned Action (=-=Ajzen and Fishbein, 1980-=-).sTRA has been applied in various domains including health, social networking andseducation. For example, it has been used to examine attitudes and beliefs related to drink andsdrive and to predict a...

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...suring instrument measures what it is supposed tosmeasure in the context in which it is applied (Raykov, 2011). Convergent validity is the extent toswhich items of a factor represent the same factor (=-=Fornell and Larcker, 1981-=-). Discriminatesvalidity indicates the extent to which a given factor differs from other factors (Pahnila andsWarsta, 2010). Convergent validity is measured by Average Variance Expected (AVE), which i...

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...utility of a technology before its uses(Scholtz and Consolvo, 2004). This is because people are often unwilling to adopt a certainstechnology even if the usage will result in an improved performance (=-=Davis et al., 1989-=-; Nah etsal., 2004; Ancarani et al., 2010). The evaluation of a technology is often considered to reveal itssdirect impacts, help stakeholders get its uniform view, support appropriate views of divers...

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...fects and )( 2 eR with main effects as (Helm et al., 2010):s)(1 )()( 2 22 2 iR eRiR f (7)sThe effect size is considered large, medium and small if greater than 0.35, 0.15 and 0.02srespectively (=-=Cohen, 1988-=-). The significance of the effect size is tested using the F-test ass(Aibinu and Al-Lawati, 2010):s)1)(( 2 MNfF (8)s3.5.4 Mediating EffectsThe test for significance of a mediating effect induced b...

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...icted responses at each point ixsobtained with a fittedsregression equation and ysis the mean of .iy R values of 0.67, 0.33 and 0.19 are respectivelysconsidered to be substantial, moderate and weak (=-=Chin, 1998-=-). In addition, R values can besanalyzed to determine whether they are statistically significant from zero using F-test (Aibinusand Al-Lawati, 2010):s)1( )1( 2 2 RM MNR F s(6) Where N is the to...

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...Systems (IS) and in several other domains. Among the different models that havesbeen proposed, is the Technology Acceptance Model (TAM) (Davis, 1989) adapted from thesTheory of Reasoned Action (TRA) (=-=Fishbein and Ajzen, 1975-=-) and the Unified Theory ofsAcceptance and Use of Technology (UTAUT) (Venkatesh et al., 2003), a recent extension ofsTAM, offers a powerful explanation for user adoption and usage behaviour. However, ...

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...e user intention. Examples of these models are TAM, TRA, TPB and UTAUT.sMotivation-based models postulate that technology adoption is a response that can be explainedsor predicted by user motivation (=-=Davis et al., 1992-=-). TAM model and HBM are motivation-basedsmodels. In particular, HBM suggests that health related actions depend upon the simultaneoussoccurrence of sufficient motivation to promote health behaviours ...

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...d composite reliability.sIndividual item reliability is the extent to which the measurements of factors measured withsmultiple-item scale reflects the true score of the factors relative to the error (=-=Hulland, 1999-=-;sAibinu and Al-Lawati, 2010). Internal consistency of a factor estimates how consistentlysindividuals response to the items within a scale (Shin, 2009). Composite reliability is a measuresof the over...

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...allows simultaneous assessment of reliability and validity of measurement itemssof each factor of a model and estimates relationship among latent factors and their dependentsfactors at the same time (=-=Barclay et al., 1995-=-; Aibinu and Al-Lawati, 2010). This approach usedsby SEM has the capability to advance understanding of theoretical and empirical knowledge notspossible with MRA, FA and PA.s2.3.3 Empirical Comparison...

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...1977; Huang et al., 2011). People generally do not attemptssomething new unless they perceive a fair chance of success.s2.2.1.6 Perceived Cues to ActionsAnother expansion of the HBM was conducted by (=-=Becker, 1974-=-) who included the factor ofsperceived cues to action to HBM. It refers to things that move people into actions (Becker,s1974). Cues to action are events, people, or things that move people to change ...

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...adoption of innovationss(Crum et al., 1996; Bradford and Florin, 2003) leading to a generalized model by (Agarwal andsPrasad, 1998) as shown in Figure 2.6.s22sFigure 2.6: IS Diffusion Variance Model (=-=Agarwal and Prasad, 1998-=-).s2.1.6 Decision Making Core TheorysIn recent times, some researchers have highlighted the several deficiencies of classical theoriessof technology adoption. These deficiencies include naivety of the...

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...ith 500 subsamples.s4.1.2.1 Reliability and ValiditysConvergent validity of scale items was assessed using three important criteria (a) all item factorsloadings should be significant and exceed 0.50 (=-=Hair et al., 2006-=-; Pahnila and Warsta, 2010), (b)scomposite reliability for each factor should exceed 0.70 (Pahnila and Warsta, 2010) and (c)saverage variance extracted for each factor should exceed 0.50 (Fornell and ...

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...uences the speed and shape of the diffusion process over time,sas such diffusion’s focus is on interpersonal communications within social systems over time assit relates to the spread of innovations (=-=Gatignon and Robertson, 1985-=-) and it emphasizes that thesnorms and beliefs of the social system must be considered in any diffusion process of innovations(Gregor and Jones, 1999).s2.1.5.3 Decision ProcesssThe Innovation Decision...

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... was found to be dominant in all phases ofsadoption decision making to adopt spreadsheet softwares among 500 professionals in 24 businesssunits from 18 large businesses in manufacturing and services (=-=Brancheau and Wetherbe, 1990-=-).sInterpersonal communication influences the speed and shape of the diffusion process over time,sas such diffusion’s focus is on interpersonal communications within social systems over time assit rel...

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...ous, but similar items (Roca et al., 2009).sComposite Reliability (CR) is estimated in terms of the outer loading of an item isto representscorrelations between item and factor and is calculated as (=-=Henseler et al., 2009-=-):s57s )1()( )( 22 2 ii i CR s(1)sInternal consistency is calculated for the number of model items (N) and mean intercorrelation among items ( r ) using Cronbach alpha ( ). The Cronbach ...

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... the behaviour, subjective norms and PBC.sTPB has been used in numerous studies that have successfully predicted intention andssubsequent behaviour in a wide range of settings (Taylor and Todd, 1995; =-=Harrison et al., 1997-=-).sIn a study that investigated gender differences in the context of individual adoption and sustainedsusage of technology in the workplace using the TPB, it was found that the decisions of men weres1...

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... of the TRA was conductedsby Ajzen’s long-time co-author, Fishbein (2001) who simply incorporated self-efficacy into hissown revision of their TRA.s11s2.1.2 Theory of Planned Behaviour (TPB)sThe TPB (=-=Ajzen, 1991-=-) is a behaviour change model that has received considerable attention insliterature. Ajzen (1991) extended the TRA to include a measure of perceived behavioural controls(PBC) which is seen to be syno...

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...which a person has favourable or unfavourables9sevaluation or appraisal of the behaviour in question. Prior studies on computer attitude found thatsmales were more positive to computers than females (=-=Colley et al., 1994-=-; Schumacher andsMorahan-Martin, 2001), while other studies have implied opposite findings (Siann et al., 1990).sStill in the context of technology adoption, Venkatesh et al. (2000) found that in the ...

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...vesdeterminants that determine an individual user motivation for accepting a technology (Wu,s2009). IDT is grounded on four main elements; innovation, communication channels, time, andssocial system (=-=Hung et al., 2003-=-) as shown in Figure 2.5. Diffusion is the process through whichsan innovation is communicated through certain channels over time among members of a socialssystem (Rogers, 1995). Moore and Benbasat (1...

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...ions identified opinion leaders in a community of medicalspractitioners or members of the public, and then introduce innovations through these opinionsleaders, thus speeding up the diffusion process (=-=Farquhar et al., 1990-=-; Rogers, 2002).sSince thesearly applications of IDT to IS research the theory has been applied and adapted in numeroussways. Research has, however, consistently found that technical compatibility, te...

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...nfluence the pre-screening process of decision making priorschoice. However, previous frameworks focus on events that have already occurred but do notsdeny the possibilities of anticipatory emotions (=-=Bagozzi and Pieters, 1998-=-). Anticipated emotionsscan be negative or positive, most researched focused on negative anticipated emotions, however,sBagozzi et al. (2003)son their study on how effortful decision get enacted revea...

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...ance his or her job performance” (Davis, 1989). Across studies, perceivedsusefulness is highlighted as the most significant determinant of behavioural intention to use andsactual usage of technology (=-=Horst et al., 2007-=-; Umrani and Ghadially, 2008). Studies conductedsin the USA indicate that for men, behavioural intention is more strongly influenced by perceivedsusefulness than for women (Umrani and Ghadially, 2008)...

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...dapted in numeroussways. Research has, however, consistently found that technical compatibility, technicalscomplexity, and relative advantage are important antecedents to the adoption of innovationss(=-=Crum et al., 1996-=-; Bradford and Florin, 2003) leading to a generalized model by (Agarwal andsPrasad, 1998) as shown in Figure 2.6.s22sFigure 2.6: IS Diffusion Variance Model (Agarwal and Prasad, 1998).s2.1.6 Decision ...

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... used to represent the decision makingsprocess behind technology adoption. Extant research explains that predicting user adoption of astechnology is based on the user’s perceptions of the technology (=-=Ha et al., 2007-=-; Jung et al.,s2009; Kuo and Yen, 2009). However, simply focusing on user perceptions of a technology is notssufficient (Zhou et al., 2010). Bandwagon effect, criticality of tasks performed and signif...

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... her or his conscious plan, decision or self-instruction tosexert effort to perform the target behaviour. Attitudes towards a specific behaviour impact onsperformance of the behaviour via intentions (=-=Conner and Norman, 2005-=-). Ajzen (1991) definessattitude towards behaviour as the degree to which a person has favourable or unfavourables9sevaluation or appraisal of the behaviour in question. Prior studies on computer atti...

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...Action (TRA)sThe TRA (Fishbein and Ajzen, 1975) is a psychological model of decision making. It has itssorigins from Fishbein’s work on the psychological processes by which attitudes cause behaviours(=-=Fishbein, 1967-=-) and in an analysis of the failure to predict behaviour from individuals’ attitudes.sTRA postulate that beliefs about an object lead to attitudes towards the object which lead tosbehavioural intentio...

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... was proposed to address the deficiencies of classical technology adoption theories. Thesdecision making core has been successful in modelling consumer behaviour and marketing basedsdecision process (=-=Bagozzi et al., 2003-=-; Bagozzi, 2006; Bagozzi, 2007). This individual levelsmodel has been extended to an organization level technology adoption framework. The extensionswas achieved by formalizing the likelihood that the...

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...ption of Electronic Medical Records (EMR) byshealth care professionals. The results indicated that UTAUT was able to provide a reasonablesvariance in adoption of EMR.sSome researchers (Bagozzi, 2007; =-=Benbasat and Barki, 2007-=-) have pointed out severalsdeficiencies of extant technology adoption theories like UTAUT. These deficiencies includesnaivety of extant theories, lack of any practical value and falsifiability, questi...

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... assit relates to the spread of innovations (Gatignon and Robertson, 1985) and it emphasizes that thesnorms and beliefs of the social system must be considered in any diffusion process of innovations(=-=Gregor and Jones, 1999-=-).s2.1.5.3 Decision ProcesssThe Innovation Decision Process is the mental process which an individual (or other decisionmaking unit) passes through five stages: (a) knowledge of an innovation, (b) for...

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...s more salient to the youth,smore particularly to males.sSeveral previous studies have shown performance expectancy to be asstrong predictor of intention to use technology (Venkatesh and Davis, 2000; =-=Chang et al., 2007-=-;sKijsanayotin et al., 2009). Venkatesh et al. (2003) used data from four organizations over asperiod of six months to validate UTAUT. The effect of performance expectance on behaviouralsintention was...

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...sessed by determining its strength or effect size and thenstesting for its significance. The effect sizes2fsis calculated in terms of )( 2 iRswith moderatingseffects and )( 2 eR with main effects as (=-=Helm et al., 2010-=-):s)(1 )()( 2 22 2 iR eRiR f (7)sThe effect size is considered large, medium and small if greater than 0.35, 0.15 and 0.02srespectively (Cohen, 1988). The significance of the effect size is test...

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...ing moderators ofsPBC and action or behavioural or implementation intention to understand the intentionbehaviour gap that remains to be understood or explained (Sheeran, 2002; Amireault et al., 2008;s=-=Bhattacherjee and Sanford, 2009-=-).sThe interaction effects of gender on factors of technology adoption and health behaviourshave been always topics of research interest (Michie and Nelson, 2006; Jarrin et al., 2008; Li etsal., 2008;...

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...somesstudies have more than one dependent variable. Therefore these analysis methods may not besappropriate.sMRA does not provide any test on validation or reliability for measuring latentsvariables (=-=Aibinu and Al-Lawati, 2010-=-). PA and MRA deals with observed variables rather thanslatent variables and assume that the data used is normally distributed.sFA, can detect latent variable from manifest variables and can provide i...

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...t factor is the criterion often used to assesssthe predictive power of a research model. R is the amount of variance in a dependent factor thatsis explained by the research model and is computed as (=-=Cornell and Berger, 1987-=-):s 2 2 2 )( )ˆ( 1 yy yy R i is(5)s58sWhere iy is the i thsobservation of the dependent factor, ixsis the value of the independent factorsat which iysis observed, iysis the predicted respons...

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... are interested in studying moderators ofsPBC and action or behavioural or implementation intention to understand the intentionbehaviour gap that remains to be understood or explained (Sheeran, 2002; =-=Amireault et al., 2008-=-;sBhattacherjee and Sanford, 2009).sThe interaction effects of gender on factors of technology adoption and health behaviourshave been always topics of research interest (Michie and Nelson, 2006; Jarr...

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...d for significant portions of the variance in intention, but attitudesswas a stronger predictor than subjective norms. Intention was the strongest predictor ofsbehaviour followed by attitude measure (=-=Beck, 1981-=-; Nejad et al., 2005).sHowever, the theory has limitations. It assumes that individuals are rational in theirsdecision-making process, a presumption that may not be relevant for HIV related behaviours...

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...e adoption of a given behaviour. At the opposites12sextreme, there is a complete lack of control if adoption of the behaviour requires opportunities,sresources, or skills which are currently lacking (=-=Godin et al., 1993-=-). PBC can influence intentionsand it can also predict behaviour directly, in parallel with the potential influence of intention inssituation where behaviour is not under total control of an individua...

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...reventivesactions. PCB functions at a lower level of abstraction in the decision making hierarchy. It issprimarily cognitive, rather than motivational, in its functioning (Manstead and Eekelen, 1998;s=-=Dholakia et al., 2007-=-).sPBC incorporates aspects of self-regulation and was posit to function insparallel with action desire in influencing action intention in effortful decision making andsenactment theory. In determinin...

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... strategies. This will also enable developers to develop specific healthstechnology solutions that are suitable for the needs of youth who have personal, social andscognitive differences from adults (=-=Beals and Bers, 2009-=-).s1.1 Purpose of the StudysThe purpose of this study is to develop a research model based on decision making corestechnology adoption theory to predict youth preferences for HIV preventive actions an...

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...detection screenings, and prevention techniques. Examples of research using thesHBM can be found in research relating to HIV, AIDS, and sexually transmitted diseasesprevention (Lewis and Malow, 1997; =-=Belcher et al., 2005-=-). However, HBM excludes cognitionssthat have been shown to be powerful predictors of behaviour and in contrast to the TRA, it failssto address the importance of intention formation or the influence t...

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...hieved by formalizing the likelihood that there is a portfolio of focal goals arising fromssuper-ordinate goals of differing levels of perceived importance to be considered during asdecision process (=-=Brandyberry, 2011-=-). The decision making core model presents five centralselements that constitute the heart of consumer decision making with regard to goal strivings(Bagozzi, 2006). These elements are identified to be...

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...2008;sBhattacherjee and Sanford, 2009).sThe interaction effects of gender on factors of technology adoption and health behaviourshave been always topics of research interest (Michie and Nelson, 2006; =-=Jarrin et al., 2008-=-; Li etsal., 2008; Hwang, 2009). However, there are contradictory research results regarding the effectssof gender on technology adoption and health behaviour. On one hand, some authors havesdiscovere...

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...d network coverage associated with mobile devices aresgradually being eliminated, but the question of how mobile technology will influence the life ofsyouth has no real answer. In fact, according to (=-=Alatalo et al., 2001-=-), mobile technologies havesalready affected the ways we socialize, but that is not all about the relationship between peoplesand technology. One challenge of distributing HIV information is the exist...

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... b) use of condom, c) ratio ofsschool attendance of orphans to school attendance of non-orphans aged 10-24 years and d)sproportion of the population aged 10-24 years with comprehensive HIV knowledges(=-=Baliamoune-Lutz, 2010-=-). See Appendix A for some screen snapshots.sIn addition, the experimentation system has three main functionalities a) interactionsforum accessible to only authenticated users, b) news feed to provide...

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...America (USA) men are strongly influenced by attitude than women. These resultsswere suggested to be valid only in North America and not generalized to other culturessespecially developing countries (=-=Dong and Zhang, 2011-=-) like South Africa. TRA is oftenscriticized to lack clarity about the factors that lead attitudes to be translated into intentionss(Conner and Norman, 2005).s2.1.1.2 Subjective NormssThe TRA includes...

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...the extended versions of HBM to improve its predictive powers(Rosenstock et al., 1988). Self efficacy is the belief of an individual in his/her capability tosperform certain behaviour (Bandura, 1977; =-=Huang et al., 2011-=-). People generally do not attemptssomething new unless they perceive a fair chance of success.s2.2.1.6 Perceived Cues to ActionsAnother expansion of the HBM was conducted by (Becker, 1974) who includ...