Title

THE MODERATING ROLE OF UTILITARIAN/HEDONIC USER MOTIVATION ON USER BEHAVIOUR TOWARDS WEB 2.0 APPLICATIONS

Abstract

Web 2.0 is now an important internet application because of the integration of social interaction and

web technologies. Previous information system studies usually specified their research context as a

utilitarian system or hedonic system and the results were concluded within one specific system type.

Web 2.0 application provides a flexible environment for different kinds of user motivations that can be

used for utilitarian or hedonic purpose. This study extended the Technology Acceptance Model (TAM)

by introducing a moderating factor into the model, in order to study users’ behavioral intentions in a

Web 2.0 environment. We designed two task types of user motivation and conducted our experiment on

two Web 2.0 websites. According to the PLS (Partial Least Squares) analysis, this study demonstrated

that utilitarian and hedonic purposes had a moderating effect on the relationship between perceived

belief and user attitude as well as the relationship between perceived information quality and perceived

belief in the Web 2.0 application. The relationship between perceived usefulness and attitude was

stronger in the utilitarian user motivation; whereas the relationship between perceived ease of use and

attitude was stronger when the user had hedonic motivation to use the Web 2.0 application. We also

found that perceived information quality had significant impact on the perceived usefulness and

perceived ease of use.

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