Predicting the use of online information services based on a modified UTAUT model

Abstract

There is a growing consensus that the conventional technology acceptance model should be modified and expanded to provide a better understanding of the behaviour related to Internet services. Recognising this need, this study re-evaluates the utility of Venkatesh et al.’s [2003. User acceptance of information technology: toward a unified view. MIS Quarterly, 27 (3), 425–478] Unified Theory of Acceptance and Use of Technology (UTAUT) model. First, this study proposes a new modified model of technology acceptance by adding the concepts of trust and flow experience to the original UTAUT model. Second, the study investigates how the model's explanatory power changes for different types of Internet services. For this, this study considers two services – ‘e-learning’ and ‘online gaming’ – for their utilitarian and hedonic characteristics, respectively. The results of this study suggest that the proposed model can better explain behavioural intentions towards Internet services than the original model. The two variables – flow experience and trust – contributed to the overall significance of the model. Furthermore, the type of Internet service moderated the effects of the independent variables on behavioural intentions and use behaviour.

Keywords:

• UTAUT model
• trust
• flow experience
• online gaming
• e-learning