Technology Acceptance of Internet-based Information Services: An Integrated Model of TAM and U&G Theory

The goal of this research is to develop and test a theoretical model of the effects of intrinsic and extrinsic motivations on user acceptance of Internet-based information services. We integrate the technology acceptance model (TAM) and uses and gratifications (U&G) theory to create an integrated model that can predict both usage and satisfaction of Internet-based information services. Two pilot studies were conducted to test the concepts and develop the measures and then three surveys were administrated to develop the integrated model. The results from the Partial Least Squares (PLS) analysis support our proposed model which posits that the use of Internet-based service is determined by the intention to use and the entertainment motivation. Plus it also suggests that the level of use influences the degree of satisfaction. The integrated model should improve our understanding of user acceptance behavior, providing new theoretical insights into the successful design and implementation of Internet-based information services.