The Moderating Effects of Utilitarian and Hedonic Values on Information Technology Continuance

This study examines how the nature of technology affects users’ intention to continue using information technologies. It proposes an extended technology acceptance model, with perceived ease of use, perceived usefulness and pleasure affecting the intention to continue using a technology. We hypothesized that these effects are moderated by the technology’s utilitarian and hedonic values. The model was validated for smartphone functions. A user survey showed that perceived ease of use significantly affected the intention to continue using only for high-utilitarian functions, whereas pleasure affected the intention to continue using only for high-hedonic functions. The effect of perceived ease of use on perceived usefulness was stronger for high-utilitarian than for low-utilitarian functions. The effect of pleasure on perceived usefulness was stronger for high-hedonic than for low-hedonic functions. The results suggest that marketing should consider the nature of the functions.

[1]  C. Osgood,et al.  The principle of congruity in the prediction of attitude change. , 1955, Psychological review.

[2]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[3]  Albert H. Segars,et al.  Re-examining perceived ease of use and usefulness , 1993 .

[4]  R. Batra,et al.  Affective Responses Mediating Acceptance of Advertising , 1986 .

[5]  D. Hoffman,et al.  Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations , 1996 .

[6]  H. Russell Bernard,et al.  Social Research Methods: Qualitative and Quantitative Approaches , 2000 .

[7]  Patrick Y. K. Chau,et al.  Understanding Individual Adoption of Instant Messaging: An Empirical Investigation , 2005, J. Assoc. Inf. Syst..

[8]  Wynne W. Chin.  The partial least squares approach for structural equation modeling. , 1998 .

[9]  Elena Karahanna,et al.  Time Flies When You're Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage , 2000, MIS Q..

[10]  Per E. Pedersen,et al.  Intentions to use mobile services: Antecedents and cross-service comparisons , 2005 .

[11]  Hock Chuan Chan,et al.  Understanding the Beliefs and Intentions in Search and Purchase Functions in an E-Commerce Web Site , 2009, IEEE Transactions on Engineering Management.

[12]  M. J. Rosenberg.  Cognitive structure and attitudinal affect. , 1956, Journal of abnormal psychology.

[13]  Hans van der Heijden,et al.  ON THE COGNITIVE-AFFECTIVE STRUCTURE OF ATTITUDES TOWARD INFORMATION SYSTEMS , 2002 .

[14]  Math J. J. M. Candel,et al.  Attitude-based models for binary choices: A test for choices involving an innovation , 1999 .

[15]  Matthew W. Lewis,et al.  Self-Explonations: How Students Study and Use Examples in Learning to Solve Problems , 1989, Cogn. Sci..

[16]  Mun Y. Yi,et al.  Predicting the use of web-based information systems: self-efficacy, enjoyment, learning goal orientation, and the technology acceptance model , 2003, Int. J. Hum. Comput. Stud..

[17]  Prabhudev Konana,et al.  The Social-Economic-Psychological model of technology adoption and usage: an application to online investing , 2005, Decis. Support Syst..

[18]  Peter A. Todd,et al.  Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication , 1992, MIS Q..

[19]  Scott B. MacKenzie,et al.  Common method biases in behavioral research: a critical review of the literature and recommended remedies. , 2003, The Journal of applied psychology.

[20]  T. Newcomb.  An approach to the study of communicative acts. , 1953, Psychological review.

[21]  Fred D. Davis,et al.  A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies , 2000, Management Science.

[22]  Heshan Sun,et al.  Causal Relationships between Perceived Enjoyment and Perceived Ease of Use: An Alternative Approach , 2006, J. Assoc. Inf. Syst..

[23]  Peter A. Todd,et al.  Assessing IT usage: the role of prior experience , 1995 .

[24]  Joseph S. Valacich,et al.  The online consumer's hierarchy of needs , 2007, CACM.

[25]  Richard,et al.  Extrinsic and Intrinsic Motivation to Use Computers in the Workplace , 2022 .

[26]  F. Bookstein,et al.  Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory , 1982 .

[27]  John Ingham,et al.  Why do people use information technology? A critical review of the technology acceptance model , 2003, Inf. Manag..

[28]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[29]  F. Heider.  The psychology of interpersonal relations , 1958 .

[30]  Fred D. Davis.  A technology acceptance model for empirically testing new end-user information systems : theory and results , 1985 .

[31]  Peter A. Todd,et al.  Understanding Information Technology Usage: A Test of Competing Models , 1995, Inf. Syst. Res..

[32]  Kar Yan Tam,et al.  Understanding Continued Information Technology Usage Behavior: A Comparison of Three Models in the Context of Mobile Internet , 2006, Decis. Support Syst..

[33]  R. Lazarus.  Emotion and Adaptation , 1991 .

[34]  Shuang Xu,et al.  Moderating Effects of Task Type on Wireless Technology Acceptance , 2005, J. Manag. Inf. Syst..

[35]  Viswanath Venkatesh,et al.  User Acceptance Enablers in Individual Decision Making About Technology: Toward an Integrated Model , 2002, Decis. Sci..

[36]  Viswanath Venkatesh,et al.  Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model , 2000, Inf. Syst. Res..

[37]  Young-Gul Kim,et al.  Extending the TAM for a World-Wide-Web context , 2000, Inf. Manag..

[38]  R. Batra,et al.  Measuring the hedonic and utilitarian sources of consumer attitudes , 1991 .

[39]  Younghwa Lee,et al.  The Technology Acceptance Model: Past, Present, and Future , 2003, Commun. Assoc. Inf. Syst..

[40]  Kieran Mathieson,et al.  Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior , 1991, Inf. Syst. Res..

[41]  Christine T. Kydd,et al.  Individual characteristics associated with World Wide Web use: an empirical study of playfulness and motivation , 1997, DATB.

[42]  Dale Goodhue,et al.  Task-Technology Fit and Individual Performance , 1995, MIS Q..

[43]  F. Heider.  Attitudes and cognitive organization. , 1946, The Journal of psychology.

[44]  Fred D. Davis,et al.  Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1 , 1992 .

[45]  F. Bookstein,et al.  Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory: , 1982 .

[46]  T. D. Wilson,et al.  Review of: Berg, Bruce L. Qualitative research methods for the social sciences, 6th ed. Boston, MA: Allyn and Bacon, 2007 , 2008, Inf. Res..

[47]  Heshan Sun,et al.  The role of moderating factors in user technology acceptance , 2006, Int. J. Hum. Comput. Stud..

[48]  M. Laroche.  Selected issues in modeling consumer brand choice: The extended competitive vulnerability model , 2002 .

[49]  Kar Yan Tam,et al.  The Effects of Post-Adoption Beliefs on the Expectation-Confirmation Model for Information Technology Continuance , 2006, Int. J. Hum. Comput. Stud..

[50]  Hans van der Heijden,et al.  User Acceptance of Hedonic Information Systems , 2004, MIS Q..

[51]  Joseph F. Hair,et al.  An Assessment of the Mall Intercept as a Data Collection Method , 1985 .

[52]  E. Hirschman,et al.  The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun , 1982 .

[53]  Moez Limayem,et al.  Force of Habit and Information Systems Usage: Theory and Initial Validation , 2003, J. Assoc. Inf. Syst..

[54]  Deanna S. Kempf.  Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products , 1999 .

[55]  Henry C. Lucas,et al.  Technology Use and Performance: A Field Study of Broker Workstations* , 1999 .

[56]  J. Russell.  A circumplex model of affect. , 1980 .

[57]  Robin L. Wakefield,et al.  Mobile computing: a user study on hedonic/utilitarian mobile device usage , 2006, Eur. J. Inf. Syst..

[58]  Margaret M. Recker,et al.  Learning Strategies and Transfer in the Domain of Programming , 1994 .

[59]  L. Festinger,et al.  A Theory of Cognitive Dissonance , 2017 .

[60]  Paul A. Pavlou,et al.  Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior , 2006, MIS Q..

[61]  Detmar W. Straub,et al.  Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs , 1999, MIS Q..

[62]  D. Cicchetti.  Emotion and Adaptation , 1993 .

[63]  J. Russell,et al.  An approach to environmental psychology , 1974 .

[64]  Ephraim R. McLean,et al.  The DeLone and McLean Model of Information Systems Success: A Ten-Year Update , 2003, J. Manag. Inf. Syst..

[65]  Bernard C. Y. Tan,et al.  A Cross-Cultural Study on Escalation of Commitment Behavior in Software Projects , 2000, MIS Q..

[66]  William H. Starbuck,et al.  When Is Play Productive? , 1991 .

[67]  Prashanth U. Nyer,et al.  The role of emotions in marketing , 1999 .

[68]  Chao-Min Chiu,et al.  Understanding e-learning continuance intention: An extension of the Technology Acceptance Model , 2006, Int. J. Hum. Comput. Stud..

[69]  Wynne W. Chin,et al.  A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic - Mail Emotion/Adoption Study , 2003, Inf. Syst. Res..

[70]  Hee-Woong Kim,et al.  A balanced thinking-feelings model of information systems continuance , 2007, Int. J. Hum. Comput. Stud..

[71]  Gordon B. Davis,et al.  User Acceptance of Information Technology: Toward a Unified View , 2003, MIS Q..

[72]  R. Oliver,et al.  Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction , 1993 .

[73]  VenkateshViswanath.  Determinants of Perceived Ease of Use , 2000 .

[74]  Detmar W. Straub,et al.  The Relative Importance of Perceived Ease of Use in IS Adoption: A Study of E-Commerce Adoption , 2000, J. Assoc. Inf. Syst..

[75]  S. M. Arnsten.  Intrinsic motivation. , 1990, The American journal of occupational therapy : official publication of the American Occupational Therapy Association.

[76]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[77]  S. Forsythe,et al.  Hedonic usage of product virtualization technologies in online apparel shopping , 2007 .

[78]  K. Gegenfurtner,et al.  Design Issues in Gaze Guidance Under review with ACM Transactions on Computer Human Interaction , 2009 .