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Title:
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MOTIVATIONAL CHARACTERISTICS TO PREDICT ACCEPTANCE OF THE WEB SITES: AN EMPIRICAL STUDY OF TASK-ORIENTED SPANISH USERS |
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Author(s):
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Manuel J. Sánchez-franco , Ángel Francisco Villarejo-ramos , Javier Rondán-cataluña |
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ISBN:
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978-972-8924-66-9 |
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Editors:
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Piet Kommers, Pedro Isaías and Nian-Shing Chen |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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Web usage, Web acceptance, TAM, Flow model, Web design |
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Type:
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Full Paper |
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First Page:
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159 |
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Last Page:
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168 |
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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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Our objective is to add flow model into an existing Technology Acceptance Model (TAM) to testing an enhanced model;
to review and synthesise in order to progress toward a unified view of web acceptance and usage; and to evaluate the
mediating role of motives explaining task-oriented users web acceptance and affecting the web usage. The empirical
development suggests that there is scope for further extension of TAM to adapt to the web-based usage and its profitable
consequences. Furthermore, this study represents a crucial test of non-utilitarian influences on use of web sites. Taskoriented
users also browse to looking for enjoyment. Although ease of use and usefulness are clearly significant, the
perceived intrinsically enjoyment of the web is even more important and should not be overlooked. In contrast with
previous research that suggests that flow would be more likely to occur during recreational activities than task-oriented
activities, we found relevant evidence of flow among task-oriented Spanish users. We test empirically with a sample of
web users, using Structural Equation Models via Partial Least Squares to analyse the data. Results show like flow may be
an important consideration in the design of future web sites. |
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