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http://dx.doi.org/10.5762/KAIS.2010.11.12.4752

The Effect of Social Influence on Users' Cognition, Flow, and Actual Usage in Web 2.0  

Moon, Yun-Ji (Division of Business Administration, Pusan National University)
Kim, Min-Sun (Department of Distribution Management, Hyupsung University)
Kim, Woo-Gon (Dedman School of Hospitatliy, Florida State University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.11, no.12, 2010 , pp. 4752-4759 More about this Journal
Abstract
Using Technology Acceptance Model and flow theory as our foundation, this paper investigates the interrelationships among social influence, individual cognition, flow, and actual usage in the Web 2.0 environment. According to TAM, users evaluate perceived usefulness(PU) and ease of use(PEU) of information technology(IT) in accepting the innovative IT. Along with users' cognitive evaluation(i.e. PU and PEU), in case of UCC(user-created-contents), which is one of the representative Web 2.0 features, flow also has a significant effect on users' usage. Accordingly, the current study involve cognitive elements such as PU and PEU as well as flow of enjoyable state during using IT in exploring antecedents leading to UCC usage. On one hand, we consider the effect of social influence on users' cognition and flow toward actual usage because the more users creates Web contents, the more long-tail situation prevails on the Internet. Web 2.0 becomes a kind of social phenomena. The empirical results show that social influence affects positively both PU/PEU and flow. Users' cognitive evaluation and flow have positive impacts on users' UCC usage.
Keywords
Web 2.0; UCC; Social influence; Usefulness; Ease of use; Flow;
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