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Understanding Online Community Participation: A Technology Acceptance Perspective

Judul Artikel:Understanding Online Community Participation: A Technology Acceptance Perspective
Judul Terbitan:Communication Research
ISSN:
Bahasa:ING
Tempat Terbit:USA
Tahun:2012
Volume:Vol. 39 Issue 6 2012
Penerbit:University of Colorado
Frekuensi Penerbitan:6 x 1 Tahun
Edisi:
Penulis:Hua Wang1, Jae Eun Chung2, Namkee Park3, Margaret L. McLaughlin4, and Janet Fulk4
Abstraksi:Online community participation has not been well understood from the perspective of technology adoption and use. Using a national sample of 537 online community participants in the United States and structural equation modeling, this study demonstrates that the technology acceptance model (TAM) can provide a useful foundation for theoretical explanation. By empirically testing the original TAM and comparing it with an alternative model, our results confirmed that perceived usefulness (PU) outweighs perceived ease of use (PEOU) in explaining actual use. Our final model further suggested a feedback loop between PU and PEOU, which significantly improved the model fit at both global and local levels. In addition, three exogenous variables (i.e., Internet self-efficacy, community environment, and intrinsic motivation) were proposed and validated. These findings have clear implications for the structure of the TAM as well as for its usefulness for the newly burgeoning practice of online community participation.
Kata Kunci:online community, participation, technology acceptance model
Lokasi:P781
Terakreditasi:sudah
Jurusan:Komunikasi