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A Study on TAM(Technology Acceptance Model) for Individualized Virtual Community  

Moon, Hyoung-Do (College of Business, University of Incheon)
Kim, Jun-Woo (College of Business, University of Incheon)
Kim, Yon-Soo (Dept. of Industrial Engineering and Management, University of Incheon)
Publication Information
Journal of Korean Society of Industrial and Systems Engineering / v.31, no.1, 2008 , pp. 11-20 More about this Journal
Abstract
The purpose of this study is to identify the factors determining users' acceptance of individualized virtual community. While there has been considerable research on the Technology Acceptance Model (TAM) that has predicted whether individuals will accept and voluntarily use information systems, limitations of the TAM include the omission of an important characteristics of individual construct in the context of individualized community. Based on literature relating to the theory of reasoned action (TRA), the theory of planned behavior (TPB) and the TAM, this study extends the applicability of the TAM in a individualized community context, by adding characteristics of individual-based construct ("subjective norm", "self-efficacy", "self-presentation" and "sharing information to exchange various information") to the model. Analysis was conducted on using the structural equation modeling approach. The result supports the extended TAM in predicting users' intentions to using personalized community. Several implications for IT/IS acceptance research and individualized community service management practices are discussed.
Keywords
Individualized Virtual Community; Blog; TAM;
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