Understanding the choice of software application: integration of two dominating models

Abstract

This thesis examines the preferred choice in competing systems. It draws upon two theories -- which have been applied widely to predict intention in many studies -- to examine competing applications. These theories are the theory of planned behavior and the expectation disconfirmation theory. Further, this thesis attempts to reconcile and integrate these two theories to explain user preference of two instant messaging applications. Subsequently, based on these theories, we build an integrative model to explain the intention to use the most preferred instant messaging software from cognitive, affective, social norm, and constraints elements. In addition, we apply the proposed model in a comparative frame of reference model (relative model) in which relative attitude, relative subjective norm, relative perceived usefulness, relative disconfirmation, relative satisfaction, relative intention, and preferred application are examined. The study is set in the context of two instant messaging technologies: MSN and Yahoo Messenger. Based on a survey from 300 instant messaging users, the result shows that the integrated relative model can explain a very high percentage of the variance in preferred choice. The model integration helps in building a bridge to predict preference using the constructs from two research streams.