THE MODERATING ROLE OF UTILITARIAN/HEDONIC USER MOTIVATION ON USER BEHAVIOUR TOWARDS WEB 2.0 APPLICATIONS
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.
Wang, Chen-Ya; Chou, Seng-cho T.; and Chang, Hsia-Ching, "THE MODERATING ROLE OF UTILITARIAN/HEDONIC USER MOTIVATION ON USER BEHAVIOUR TOWARDS WEB 2.0 APPLICATIONS" (2009). ECIS 2009 Proceedings. 411.