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The Moguls' Model of Computing: Integrating the Moderating Impact of Users' Persona into the Technology Acceptance Model

Abstract 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 in the Technology Acceptance model (TAM), 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 on these relationships. This research explores such implications among the Chinese, the Indians, and the Malay entrepreneurs. Findings and implications of the research are discussed.