Abstract
The Web 2.0 trend has enhanced the overwhelming demand for more pervasive human space in online social interaction. Therefore, it is imperative for the practitioners of Web 2.0 websites to understand users’ motivations to participate and develop specific services to stimulate a long-term usage. This study has proposed a research model that explores the factors affecting users’ intentions to use Web 2.0 applications. In addition, user’s usage motivations (i.e. hedonic versus utilitarian) are also compared. The results revealed that users’ intentions to use Web 2.0 applications is influenced by usefulness, ease of use, enjoyment, and social presence. In addition, users’ hedonic versus utilitarian motivations has the moderating influences on the research model.
Recommended Citation
Yeh, Nai-Ching; Lin, Judy; and Lu, Hsi-Peng, "Exploring users’ behavioral model in Web 2.0 applications - The moderating effects of hedonic versus utilitarian motivations" (2012). AMCIS 2012 Proceedings. 3.
https://aisel.aisnet.org/amcis2012/proceedings/Posters/3
Exploring users’ behavioral model in Web 2.0 applications - The moderating effects of hedonic versus utilitarian motivations
The Web 2.0 trend has enhanced the overwhelming demand for more pervasive human space in online social interaction. Therefore, it is imperative for the practitioners of Web 2.0 websites to understand users’ motivations to participate and develop specific services to stimulate a long-term usage. This study has proposed a research model that explores the factors affecting users’ intentions to use Web 2.0 applications. In addition, user’s usage motivations (i.e. hedonic versus utilitarian) are also compared. The results revealed that users’ intentions to use Web 2.0 applications is influenced by usefulness, ease of use, enjoyment, and social presence. In addition, users’ hedonic versus utilitarian motivations has the moderating influences on the research model.