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Journal cover: Internet Research

Internet Research

ISSN: 1066-2243

Online from: 1991

Subject Area: Information and Knowledge Management

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Use and gratification in e-consumers

Document Information:
Title:Use and gratification in e-consumers
Author(s):Echo Huang, (National Kaohsiung First University of Science and Technology, Kaohsiung, Taiwan)
Citation:Echo Huang, (2008) "Use and gratification in e-consumers", Internet Research, Vol. 18 Iss: 4, pp.405 - 426
Keywords:Consumer behaviour, Taiwan
Article type:Research paper
DOI:10.1108/10662240810897817 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Acknowledgements:The author is grateful for the constructive feedback received from the two reviewers and Editor handling this manuscript for the journal.

Purpose – The purpose of this paper is to present a conceptual model based on technology acceptance with extended antecedent variables (entertainment and irritation) to examine the impact of use and gratification on e-consumers' acceptance of B2C Websites.

Design/methodology/approach – Data were collected from a total of 238 EMBA and undergraduate students from three different Taiwan universities. Structural equation modeling (SEM) was used to evaluate the conceptual model in terms of overall fit, explanatory powers and causal links.

Findings – The analytical results showed that entertainment gratification, irritation surfing experience (mass medium), perceived usefulness and ease of Web use (information systems) are important predictors of e-consumers' use intention. The integrated model was then assessed for variance in explanatory power regarding consumer attitude and intention toward B2C Websites.

Practical implications – Intention to use the Web is the predictor of actual use, purchase and information-seeking behaviors in e-consumers. Creating entertaining content and reducing distracting processes can enhance acceptance of B2C Websites.

Originality/value – A theoretical model incorporating U&G constructs into a technology acceptance model was used to investigate e-consumer behavior in Taiwan. Although ease of use and usefulness are perceived as important issues in traditional IS environments, U&G provides managers with a different perspective.

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