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Title:
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iTWEET uTWEET: THE ROLE OF INTRINSIC AND EXTRINSIC MOTIVATION IN THE ADOPTION OF TWITTER IN AN E-COMMERCE UNIT |
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Author(s):
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Nauman Saeed, Suku Sinnappan |
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ISBN:
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978-972-8939-55-7 |
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Editors:
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Piet Kommers, Ji-ping Zhang, Tomayess Issa and Pedro Isaías |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Twitter, Intrinsic and extrinsic motivation, TAM, Web 2.0, Higher education |
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Type:
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Full Paper |
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First Page:
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51 |
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Last Page:
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58 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Twitter has experienced a tremendous growth since its inception and is considered as an effective and simple social medium for communication. Despite its huge uptake, less is known about the usage of Twitter as a learning tool especially within higher education. This study investigates the adoption of Twitter in an e-Commerce unit in an Australian higher education institution. Building on Twitters inherent social features, an extension to Daviss original Technology Acceptance Model (TAM) is devised by including intrinsic and extrinsic motivation behaviours as predictors of Twitter usage. The empirical evaluation provides support to the proposed model. However, the study suggests a mind-shift in the adoption of Web 2.0 tools as compared to that of traditional Web technologies, i.e., Web 2.0 is more about enjoyment and social presence and not merely about how useful or easy-to-use a technology is. |
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