Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

Technology Acceptance Model with Web Interactivity

웹의 상호작용 특성을 반영한 정보기술수용모형

  • 장활식 (부산대학교 상과대학 경영학부) ;
  • 김종기 (부산대학교 상과대학 경영학부) ;
  • 오창규 (부산외국어대학교 국제통상지역원)
  • Published : 2002.12.31
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Abstract

The purposes of this study are in threefold; to explain the interactivity in web site, to extend the Technology Acceptance Model(TAM) in the WWW context, and to examine its relationship with the existing TAM components. We proposed that the WWW is not just web systems but interactive spaces for virtual community. Web interactivity is represented by the two constructs: system interactivity and social interactivity. We extended and empirically examined the TAM for the web context. An individual's attitude toward the use of the web site is significantly affected by the individual's perception about ease of use, usefulness, and system interactivity. At the same time, behavioral intentions to use the web site is highly related to the social interactivity. The results showed that the system interactivity and social interactivity of a web site are important factors in affecting the user's beliefs and behavior intention of such a web site, So web page providers not only have to make the web site useful and easy to use, but also need to design an interactive web page by putting both systemic aspects and social aspects.

Keywords

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