The moderating role of utilitarian/hedonic user motivation on user behaviour towards web 2.0 applications

Web 2.0 is now an important internet application because of the integration of social interaction and web technologies. Previous information system studies usually specified their research context as a utilitarian system or hedonic system and the results were concluded within one specific system type. Web 2.0 application provides a flexible environment for different kinds of user motivations that can be used for utilitarian or hedonic purpose. This study extended the Technology Acceptance Model (TAM) by introducing a moderating factor into the model, in order to study users’ behavioral intentions in a Web 2.0 environment. We designed two task types of user motivation and conducted our experiment on two Web 2.0 websites. According to the PLS (Partial Least Squares) analysis, this study demonstrated that utilitarian and hedonic purposes had a moderating effect on the relationship between perceived belief and user attitude as well as the relationship between perceived information quality and perceived belief in the Web 2.0 application. The relationship between perceived usefulness and attitude was stronger in the utilitarian user motivation; whereas the relationship between perceived ease of use and attitude was stronger when the user had hedonic motivation to use the Web 2.0 application. We also found that perceived information quality had significant impact on the perceived usefulness and perceived ease of use.