Impact of Intrinsic and Extrinsic Motivation on Internet Usage in Malaysia

Using the Technology Acceptance Model (TAM) as its basis, this study looks at the impact of intrinsic motivation (perceived enjoyment) and extrinsic motivation (perceived usefulness) on Internet usage in Malaysia, where the penetration of this technology is relatively low compared to the more developed nation. Data collected from respondents were factor analysed and the constructs showed good construct validity with high reliability coefficients. The results confirm previous findings that the main driver of Internet usage is perceived usefulness, followed by perceived enjoyment and perceived ease of use. The findings also show that perceived usefulness and perceived enjoyment have consistent impact on the two dimensions of usage, namely frequency of use and extent of daily usage. Although perceived ease of use can be viewed as an important driver of usage behavior, its impact is insignificant in the presence of perceived usefulness.