Web acceptance and usage model: A comparison between goal‐directed and experiential web users

Abstract

Purpose: To analyse the web acceptance and usage between goal‐directed users and experiential users, incorporating intrinsic motives to improve the particular and explanatory TAM (technology acceptance model) value – traditionally related to extrinsic motives. Design/methodology/approach: A survey instrument was used to gather data to test the relationships shown in the research model. Data were collected from a sample of online questionnaires filled out by subscribers located in three discussion‐mailing lists – administered by RedIris – about different topics (e.g. experimental sciences, social sciences and humanities). A structural equation modeling (SEM), specifically partial least squares (PLS), is proposed to assess the relationships between the constructs together with the predictive power of the research model. Findings: The empirical development suggests that there is scope for further extension of TAM to adapt to the web‐based usage and its profitable consequences. The article may help to further the empirical research and to clarify and examine a web acceptance and usage model. In general, experiential and goal‐directed behaviours moderate the key relationships in the model. Experiential and goal‐directed users do not weigh extrinsic and intrinsic motives in the same way when on the web. Goal‐directed users are more driven by instrumental factors and focused on their decision‐making process while experiential users are more motivated by process.. Research limitations/implications: First, constructs of enjoyment and concentration are used to define flow. However, because of the flow definition's conceptual‐vagueness, operationalising the flow construct has been questioned in the previous empirical works. Second, the cross‐sectional study is also an important limitation. Since the users' perception and intention can change over time, it is important to measure these quantities at several points of time. Third, the sample sizes are relatively small. Fourth, the model needs to be tested with more objective measures to compare possible divergences. Finally, the model clearly does not include all the relevant variables. Practical implications: The results could be used to explain and to improve the experiential and goal‐directed users' experience of being and to return to the web. Originality/value: The value of this study is to reveal the moderating influences of browsing‐modes on relationship between flow and TAM‐beliefs on the web, and, also, how the flow impacts the attitude and intention to use web between experiential and goal‐directed users.