Web Acceptance and Usage Model: A Comparison between Goal-directed and Experiential Web Users

In this paper we analyse the Web acceptance and usage between goal-directed users and experiential users, incorporating intrinsic motives to improve the particular and explanatory TAM value –traditionally related to extrinsic motives-. A field study was conducted to validate measures used to operationalize model variables and to test the hypothesised network of relationships. The data analysis method used was Partial Least Squares (PLS).The empirical results provided strong support for the hypotheses, highlighting the roles of flow, ease of use and usefulness in determining the actual use of the Web among experiential and goal-directed users. In contrast with previous research that suggests that flow would be more likely to occur during experiential activities than goal-directed activities, we found clear evidence of flow for goal-directed activities. In particular the study findings indicate that flow might play a powerfulrole in determining the attitude towards usage,intention to useand, in turn,actual Web use among experiential and goal-directed users