Traditional TAM research primarily focuses on utilitarian systems where extrinsic motivations chiefly explain and predict acceptance. We propose a theoretical model, ISAM, which explains the role of intrinsic motivations in building the user attention that leads to hedonic system acceptance. ISAM combines several theories with TAM to explain how interactivity acts as a stimulus in hedonic contexts—fostering curiosity, enjoyment, and the full immersion of cognitive resources. Two experiments involving over 700 participants validated ISAM as a useful model for explaining and predicting hedonic system acceptance. Immersion and PE are shown to be the primary predictors of behavioral intention to use hedonic systems. Unlike traditional utilitarian adoption research, PEOU does not directly impact BIU, and extrinsic motivations are virtually non-existent. The implications of this study extend beyond hedonic contexts, as users of utilitarian systems continue to demand more hedonic features and enjoyment is often more important than PEOU.
Lowry, Paul Benjamin; Twyman, Nathan W.; Gaskin, James; Hammer, Bryan; Bailey, Aaron R.; and Roberts, Tom L., "Proposing the Interactivity-Stimulus-Attention Model (ISAM) to Explain and Predict the Enjoyment, Immersion, and Adoption of Purely Hedonic Systems" (2007). SIGHCI 2007 Proceedings. 11.