Tam and Flow Theory For Investigating on User Communication Behavior in Computer Mediated Environment

This research’s objective is to investigate the effects of interactivity level on Web user’s attitude and intention towards the usage of online communication tools. This paper cite technology acceptance model (TAM) to support this research and introduces flow experience as the factor that reflects the user’s intrinsic motivation in online communication tool acceptance. This paper test constructs from system characteristic (Interactivity), extrinsic motivation (TAM), and intrinsic motivation (Flow Theory) in an integrated theoretical framework of online communication behavior. The results reveal that attitude and behavioral intention are directly/indirectly affected by interactivity, perceived ease of use, perceived usefulness and flow experience.



Citation:

Hsin Hsin Chang and I-Chen Wang (2007) ,"Tam and Flow Theory For Investigating on User Communication Behavior in Computer Mediated Environment", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 158-159.

Authors

Hsin Hsin Chang, National Cheng Kung University, Taiwan
I-Chen Wang, National Cheng Kung University, Taiwan



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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