Abstract

The goal of this research is to develop and test a theoretical model of the effects of intrinsic and extrinsic motivations on user acceptance of Internet-based information services. The model, referred to as the integrated model of technology acceptance, is being developed with two major objectives. First, it should improve our understanding of user acceptance behavior, providing new theoretical insights into the successful design and implementation of Internet-based information services. Second, the integrated model should provide the theoretical basis for a practical system design and analysis approach that would enable practitioners to develop new information services or modify their current services.

For user acceptance to be viable, the model of user acceptance must be valid. The present research takes several steps toward establishing a valid motivational model of the user, and aims to provide the foundation for future research that will lead toward this end. Research steps taken in the present research include: (1) choosing U&G (Uses and Gratifications) theory, a well-studied theoretical approach from mass communication to formulate an integrated technology acceptance model with TAM (Technology Acceptance Model); (2) developing and pre-testing the measures for the model's factors in two pilot studies; (3) conducting two rounds of data collection and analyze them to prove that the integrated model is applicable to the present context; (4) reviewing literature in both information systems and mass communication to demonstrate that empirical support exists for various elements of the proposed model, and (5) using advanced statistical technique, structural equation modeling (SEM), to test the model's structure.

The results confirm our proposed integrated model. The model posits that entertainment motivation is another important factor in determining the use of online services in addition to the behavioral intention, as postulated by TAM. The integrated model also confirms that TAM's belief constructs, perceived ease of use and perceived usefulness, are predictors of behavioral intention. Furthermore, perceived usefulness predicts behavioral intention. It also argues that the level of use influences the degree of satisfaction. Satisfaction is a construct that is heavily studied due to its important role as an indicator of system success.