Extension of TAM by Perceived Interactivity to Understand Usage Behaviors on ACG Social Media Sites
Abstract
:1. Introduction
- (1)
- Is the perceived interactivity of users supported as a prerequisite variable in the TAM on ACG social media sites?
- (2)
- After users’ perceived interactivity serves as the prerequisite variable in the TAM on ACG social media sites, are other variables still supported in the TAM?
- (3)
- Is the willingness of users to exchange information supported as a dependent variable on ACG social media sites?
2. Literature Review
2.1. ACG Social Media Professional Techniques
2.2. Technology Acceptance Model
2.3. Actual and Perceived Interactivity
2.4. Continuance Use Intention
2.5. Willingness to Exchange Information
3. Research Method
3.1. Research Framework
3.2. Sample Description
3.3. Scale Utilized and Data Collection
3.4. Data Analysis and Results
3.5. Hypothesis Testing Results
4. Results
5. Discussion
6. Conclusions
6.1. Implementation Suggestions
6.2. Research Limitations and Future Study
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Gender | Male | Female | ||||
---|---|---|---|---|---|---|
168 | 199 | |||||
Frequencies of surfing on ACG websites (per day) | 1 | 2 | 3 | 4 | 5 | |
47.5 | 23.6 | 18.7 | 7.8 | 2.4 | ||
Time spent on surfing ACG websites (per day) | 1HR below | 1–2 HRS | More than 2HRS | |||
27.6 | 39.5 | 32.9 |
Constructs /Items | Mean | SD | References |
---|---|---|---|
Perceived Interactivity/Human-to-human interaction (PI-HHI) | [42] | ||
PI-HHI1 I easily communicate with others using ACG social media sites. | 4.49 | 1.731 | |
PI-HHI2 I easily exchange opinions with others using ACG social media sites. | 4.73 | 1.830 | |
PI-HHI3 I easily connect with other people using ACG social media sites. | 4.93 | 1.789 | |
PI-HHI4 I easily develop interpersonal relationships with others using ACG social media sites. | 4.87 | 1.655 | |
Perceived Interactivity/Human-to-information interaction (PI-HII) | [42] | ||
PI-HII1 I effectively submit artwork using ACG social media sites. | 5.49 | 1.272 | |
PI-HII2 I effectively filter information using ACG social media sites. | 5.43 | 1.314 | |
PI-HII3 I effectively access interesting information using ACG social media sites. | 5.23 | 1.630 | |
PI-HII4 I effectively obtain meaningful information using ACG social media sites. | 5.08 | 1.464 | |
Perceived ease of use (PEOU) | [58,59,64] | ||
PEOU1 It is easy to surf ACG social media sites on my device. | 5.21 | 1.124 | |
PEOU2 It is easy to exchange ACG information on subject topics through ACG social media sites. | 5.06 | 1.421 | |
PEOU3 I am easily given tags to ACG information by other users. | 5.43 | 1.436 | |
PEOU4 The submitting on ACG social media sites is smooth for the device I use. | 5.21 | 1.132 | |
Perceived usefulness (PU) | [59,64] | ||
PU1 The variety of materials on ACG social media sites covers all topics of interest for me. | 4.36 | 1.657 | |
PU2 The ACG social media sites are useful for me to exchange information. | 4.59 | 1.742 | |
PU3 The ACG social media sites provide a comprehensive perspective on the topics of interest for me. | 4.61 | 1.735 | |
PU4 ACG social media have sufficient functions for promoting my subject topics of creation. | 4.57 | 1.616 | |
Continuance use intention (CUI) | [65,66,60,67,61] | ||
CUI1 I always like to try to use ACG social media sites. | 5.26 | 1.460 | |
CUI2 I keep using ACG social media sites as regularly as I do now. | 5.09 | 1.444 | |
CUI3 I intend to continue using ACG social media sites over the next six months. | 5.25 | 1.425 | |
CUI4 I will discontinue my use of ACG social media sites. | 4.92 | 1.625 | |
CUI5 I will share and recommend others using ACG social media sites in the future as usual. | 5.04 | 1.601 | |
UI6 I intend to spend more time on ACG social media as possible as I can. | 5.19 | 1.399 | |
Willingness to exchange information (WEI) | [42] | ||
WEI1 I use social media sites for acquiring ACG-related information. | 5.31 | 1.323 | |
WEI2 I use social media sites for sharing ACG-related information. | 5.36 | 1.310 | |
WEI3 I use social media sites for submitting ACG-related works. | 5.25 | 1.309 | |
WEI4 I use ACG social media sites for finding people who have experienced problems similar to mine. | 5.04 | 1.487 | |
WEI5 I use social media sites to corporate ACG-related works with others. | 5.36 | 1.511 |
Construct | Convergence validity | Reliability |
---|---|---|
AVE | Composite Reliability | |
Human-to-information interaction (HII) | 0.622 | 0.868 |
Human-to-human interaction (HHI) | 0.695 | 0.899 |
Perceived usefulness (PU) | 0.653 | 0.881 |
Perceived ease of use (PEOU) | 0.570 | 0.887 |
Continuance use intention (CUI) | 0.750 | 0.947 |
Willingness to exchange information | 0.597 | 0.872 |
Construct | HII | HHI | PU | PEOU | CUI | WEI |
---|---|---|---|---|---|---|
Human-to-information interaction (HII) | 0.637 | |||||
Human-to-human interaction (HHI) | 0.000 | 1.732 | ||||
Perceived usefulness (PU) | 0.260 | 1.190 | 1.521 | |||
Perceived ease of use (PEOU) | 0.443 | 0.232 | 0.340 | 1.687 | ||
Continuance use intention (CUI) | 0.492 | 0.282 | 0.399 | 0.353 | 0.766 | |
Willingness to exchange information (WEI) | 0.374 | 0.214 | 0.303 | 0.268 | 0.581 | 0.905 |
Indicators | Value | Threshold | References |
---|---|---|---|
χ2 | 843.900 | ||
Df | 315 | ||
χ2/df | 2.679 | 1–3 (good), 1–5 (accept) | Schumacker and Lomax [71] |
CFI | 0.876 | >0.9 (good) | Hu and Bentler [72] |
GFI | 0.861 | >0.8 (accept) | Doll, Xia, and Torkzadeh [73] |
AGFI | 0.833 | >0.8 (accept) | MacCallum and Hong [74] |
RMSEA | 0.067 | <0.08 | Hu and Bentler [72] |
Hypothesis | Path | SD | USD | CR | p | Y/N | ||
---|---|---|---|---|---|---|---|---|
H1a | HHI | −> | PEOU | 0.135 | 0.134 | 2.490 | 0.013 * | Yes |
H1b | HHI | −> | PU | 0.733 | 0.687 | 11.804 | *** | Yes |
H2a | HII | −> | PEOU | 0.427 | 0.695 | 6.438 | *** | Yes |
H2b | HII | −> | PU | 0.264 | 0.408 | 5.096 | *** | Yes |
H1c | HHI | −> | CUI | 0.241 | 0.160 | 2.569 | 0.010 * | Yes |
H2c | HII | −> | CUI | 0.715 | 0.784 | 7.145 | *** | Yes |
H3 | PEOU | −> | CUI | −0.030 | 0.068 | −0.507 | 0.612 | No |
H4 | PU | −> | CUI | 0.011 | 0.008 | 0.113 | 0.910 | No |
H5 | CUI | −> | WEI | 0.698 | 0.759 | 8.808 | *** | Yes |
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Lee, J.-H.; Lee, C.-F. Extension of TAM by Perceived Interactivity to Understand Usage Behaviors on ACG Social Media Sites. Sustainability 2019, 11, 5723. https://doi.org/10.3390/su11205723
Lee J-H, Lee C-F. Extension of TAM by Perceived Interactivity to Understand Usage Behaviors on ACG Social Media Sites. Sustainability. 2019; 11(20):5723. https://doi.org/10.3390/su11205723
Chicago/Turabian StyleLee, Jui-Hsiang, and Chang-Franw Lee. 2019. "Extension of TAM by Perceived Interactivity to Understand Usage Behaviors on ACG Social Media Sites" Sustainability 11, no. 20: 5723. https://doi.org/10.3390/su11205723
APA StyleLee, J.-H., & Lee, C.-F. (2019). Extension of TAM by Perceived Interactivity to Understand Usage Behaviors on ACG Social Media Sites. Sustainability, 11(20), 5723. https://doi.org/10.3390/su11205723