Predicting the use of online information services based on a modified UTAUT model
Abstract
There is a growing consensus that the conventional technology acceptance model should be modified and expanded to provide a better understanding of the behaviour related to Internet services. Recognising this need, this study re-evaluates the utility of Venkatesh et al.’s [2003. User acceptance of information technology: toward a unified view. MIS Quarterly, 27 (3), 425–478] Unified Theory of Acceptance and Use of Technology (UTAUT) model. First, this study proposes a new modified model of technology acceptance by adding the concepts of trust and flow experience to the original UTAUT model. Second, the study investigates how the model's explanatory power changes for different types of Internet services. For this, this study considers two services – ‘e-learning’ and ‘online gaming’ – for their utilitarian and hedonic characteristics, respectively. The results of this study suggest that the proposed model can better explain behavioural intentions towards Internet services than the original model. The two variables – flow experience and trust – contributed to the overall significance of the model. Furthermore, the type of Internet service moderated the effects of the independent variables on behavioural intentions and use behaviour.
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The literature has found heterogeneous results for social influence on behavioral intention.
“The literature has found heterogeneous results for SI.”
From Understanding the determinants of novel technology adoption among teachers: the case of 3D printing (2020) · cites this paper as Oh and Yoon (2014)
Oh and Yoon (2014) found a strong path between social influence and behavioral intention.
“While, for instance, Oh and Yoon (2014) found a strong path between SI and BI, the study of Magsamen-Conrad etal. (2015) could not report significant evidence of SI affecting BI.”
From Understanding the determinants of novel technology adoption among teachers: the case of 3D printing (2020) · cites this paper as Oh and Yoon (2014)
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- Authors
- Oh, J.-C., & Yoon, S.-J.
- Affiliations
- Shin Ansan University (KR)
- Kyonggi University (KR)
- Corresponding author
- Yoon, Sung-Joon
- ORCID
- Yoon, Sung-Joon
- Venue
- Behaviour & Information Technology
- Publisher
- Informa UK Limited
- Published
- 2014-04-07
- Volume
- 33
- Issue
- 7
- Pages
- 716-729
- ISSN
- 0144-929X (ISSN-L)
- 1362-3001
- OpenAlex
- W1990390924
- Cited by
- 157
- References
- 51
- Citations by year
- 2026: 7 · 2025: 11 · 2024: 15 · 2023: 16 · 2022: 22 · 2021: 21 · 2020: 15 · 2019: 14 · 2018: 15 · 2017: 7 · 2016: 8 · 2015: 5 · 2014: 1
- FWCI
- 10.22
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Behaviour and Information Technology (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Physical Sciences › Computer Science › Human-Computer Interaction › Innovative Human-Technology Interaction
- Social Sciences › Gender Studies › Gender and Technology in Education
- Keywords
- UTAUT, technology acceptance, online information services, trust, flow experience, online learning, online games, behavioral intention
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