The Effect of Social Influence on Users' Cognition, Flow, and Actual Usage in Web 2.0

웹 2.0 환경에서 사회적 영향이 사용자의 인지적 평가와 몰입, 사용수준에 미치는 영향

  • Moon, Yun-Ji (Division of Business Administration, Pusan National University) ;
  • Kim, Min-Sun (Department of Distribution Management, Hyupsung University) ;
  • Kim, Woo-Gon (Dedman School of Hospitatliy, Florida State University)
  • 문윤지 (부산대학교 경영학부) ;
  • 김민선 (협성대학교 유통경영학과) ;
  • 김우곤 (플로리다주립대학교 호텔경영학부)
  • Received : 2010.11.26
  • Accepted : 2010.12.17
  • Published : 2010.12.31


Using Technology Acceptance Model and flow theory as our foundation, this paper investigates the interrelationships among social influence, individual cognition, flow, and actual usage in the Web 2.0 environment. According to TAM, users evaluate perceived usefulness(PU) and ease of use(PEU) of information technology(IT) in accepting the innovative IT. Along with users' cognitive evaluation(i.e. PU and PEU), in case of UCC(user-created-contents), which is one of the representative Web 2.0 features, flow also has a significant effect on users' usage. Accordingly, the current study involve cognitive elements such as PU and PEU as well as flow of enjoyable state during using IT in exploring antecedents leading to UCC usage. On one hand, we consider the effect of social influence on users' cognition and flow toward actual usage because the more users creates Web contents, the more long-tail situation prevails on the Internet. Web 2.0 becomes a kind of social phenomena. The empirical results show that social influence affects positively both PU/PEU and flow. Users' cognitive evaluation and flow have positive impacts on users' UCC usage.


Web 2.0;UCC;Social influence;Usefulness;Ease of use;Flow


Supported by : 한국학술진흥재단


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