Predicting different conceptualizations of system use: Acceptance in hedonic volitional context (Facebook)

Keywords: System use Usage measures System use taxonomy Facebook Social networking sites (SNSs) UTAUT a b s t r a c t This research examines the relationship between the predictors of use and the different conceptualiza-tions of system use in a hedonic volitional setting (Facebook). Using the unified theory of acceptance and use of technology (UTAUT) model, an investigation into the three aspects of system use: the user, system and task were carried out. Results from a cross-sectional survey of 449 students show that behavioral intention has a significant influence on all aspects and dimensions of system use including cognitive absorption and deep structure use. Performance expectancy, effort expectancy and social influence are significantly related to system use. From the component model, performance expectancy is only significant with deep structure use. Hedonic performance expectancy is found to be significantly related to cog-nitive absorption. Results also demonstrate that predictors of usage have a significant relationship with the user aspect of system use. The variance explained in usage conceptualized as the user/task aspects is much higher than that of the system/task aspects or one-dimensional measures. Overall, conceptualizing system use using the user/task aspects offers greater explanatory power in Facebook use.