Understanding Computer-Mediated Communication Usage: a Perspective From Msn Services

A research model evaluating a user’s adoption of Microsoft Network (MSN) services is developed along the lines of compatibility, enjoyment, attractiveness, and interactivity as a series of external variables. These variables are simultaneously incorporated into the technology acceptance model (TAM) to increase the predictive power of the user adopting MSN services. A total of 806 existing MSN users from a survey of MSN Hotmail account-holders are used empirically to test the proposed research model. A test and model construction adopts a two-step approach, confirmatory factor analysis (CFA) and structural equation modeling (SEM), to examine the reliability and validity of the measurement model, and to evaluate the casual model. We show that enjoyment plays an important part between perceived ease-of-use, compatibility, attractiveness, and attitude, and MSN services with interactive content is perceived to be more useful. Of particular note, a new relationship flowing from perceived usefulness to perceived enjoyment is confirmed to be significant.



Citation:

Chun-Wang Tsou and Chun-Hsiung Liao (2009) ,"Understanding Computer-Mediated Communication Usage: a Perspective From Msn Services", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 267-280.

Authors

Chun-Wang Tsou, Department of Transportation and Communication and institude of Telecommunication Management, NCKU, Tainan, Taiwan
Chun-Hsiung Liao, Department of Transportation and Communication and institude of Telecommunication Management, NCKU, Tainan, Taiwan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



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