Factors shaping the user experience on utiliterian websites

This paper explores factors that influence the user experience when using utilitarian websites. A theoretical model for the user experience of utilitarian websites is proposed and investigated. This model is an extension of the Technology Acceptance Model (TAM). The effects of perceived ease of use, perceived usefulness, perceived enjoyment, perceived visual aesthetics, internet anxiety and internet playfulness on the behavioural intention to use were examined. Most of these factors were adapted from earlier literature. The paper also introduces a new construct, perceived interactivity. A web survey was conducted, yielding a sample size of 147. The results confirmed 8 of the original 14 hypotheses. Perceived enjoyment and perceived visual aesthetics showed to be important factors in shaping the user experience