Extended technology acceptance model of Internet utilization behavior

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1 Information & Management 41 (2004) Extended technology acceptance model of Internet utilization behavior Hung-Pin Shih * Information Management Department, Hsuan Chuang University, No. 48, Road Hsuan Chuang, Hsinchu 300, Taiwan, ROC Received 4 October 2002; received in revised form 30 June 2003; accepted 10 August 2003 Available online 14 October 2003 Abstract Based on the belief attitude performance chain, this study combines Davis s technology acceptance model (TAM) and the information behavior model to develop an extended TAM for Internet use. The theoretical model was tested via a questionnaire survey of 203 Taiwanese office workers. The empirical results not only confirmed TAM, but also showed that the relevance of information needs strongly determines perceived usefulness, perceived ease of use, and user attitudes toward Internet use for information seeking, as well as strongly influencing individual performance during the information use stage. More importantly, relevance has greater positive effect on perceived performance and perceived usefulness for enterprise Intranet users than for simple/interactive Intraweb users. Enterprise Intranet users have more positive attitudes toward the Internet and more positive perceptions of system effectiveness for supporting office tasks than simple/interactive Intraweb users. Furthermore, perceived ease of use is the strongest determinant of user attitude toward Internet use in both enterprise Intranet and simple/interactive Intraweb applications. Overall, the extended TAM explains the behavior of enterprise Intranet users better than that of simple/ interactive Intraweb users. Limitations of this study are discussed. # 2003 Elsevier B.V. All rights reserved. Keywords: Technology acceptance model (TAM); Belief attitude performance chain; Information use behavior; Internet; Intranet 1. Introduction The use of the Internet by businesses has grown rapidly in recent years. Most enterprises realized that use of the Internet was increasing in their organizations, especially for sharing valuable information resources [22]. In practice, many companies rely on the Internet in providing customer service and coordinating supply schedules. Moreover, they also consider that developing web-based systems or establishing Intranets to * Tel.: þ /5225; fax: þ address: hpshih@hcu.edu.tw (H.-P. Shih). support Internet-based activities will reduce costs and increase productivity. The Internet can be considered a way for attaining business benefits (value) by breaking down barriers of time and distance between the supply and demand sides. Furthermore, recent advances in IT have changed individual perceptions of information use. Gathering information is one of the main reasons that organizations use the Internet in daily work. However, the problem of accessing desired information is a major obstacle for organizations using the Internet [42]: the gathering of task-related information has become a core aspect of information use behavior [11]. More importantly, the performance of information processing /$ see front matter # 2003 Elsevier B.V. All rights reserved. doi: /j.im

2 720 H.-P. Shih / Information & Management 41 (2004) depends on the match between information requirements and organizational tasks. Choo [12] stated that information behavior is an information needs-seekinguse cycle for resolving task problems at the individual level. That is, information behavior describes those activities a person may engage in when identifying his or her own needs for information, searching for such information in any way, and using or transferring that information [51]. The growing utilization of the Internet may encourage people to spend increasing time on the Internet and become worried about its effect on productivity and effectiveness in helping them perform tasks. Teo et al. [48] studied the effects of intrinsic (perceived enjoyment) and extrinsic (perceived usefulness) motivation on Internet usage, while Chang and Cheung [7] revised Triandis [49] model to examine the determinants of intention to use the Internet or the World Wide Web (WWW) at work. However, neither of these studies assessed the performance of Internet utilization. Accordingly, our study assesses individual s performance at work using Davis s [15] technology acceptance model (TAM), which was developed from the theory of reasoned action (TRA). TAM initially was developed for predicting individual behavior in specified system use. In the context of Internet utilization in daily work, evaluations have mostly relied on individual impressions of using task-related websites or Intranet applications. Thus, this study extended the TAM to assess Internet behavior by focusing on the use of web-based information. Based on the belief attitude performance chain [21], we examined Internet behavior from the perspective of self-reported perceptions and performance, by incorporating TAM with Choo s information behavior model for empirically assessing the use of the Internet for goal-directed tasks by office workers. 2. TAM and related theories TRA [5,23] is a well-known model for predicting and explaining individual behavior. TRA asserts that individual behavior is determined by behavioral intentions to perform the behavior, and that behavioral intentions are jointly determined by individual attitudes and subjective norms regarding a behavior. Specifically, attitudes describe general individual feelings of favor or disfavor toward a specific behavior. According to the expectation-value theory, individual attitudes toward a specific behavior are defined as a function of salient beliefs and evaluations of behavior outcomes. Thus, the attitude construct links the causal relationships between beliefs and behavior. Based on the belief attitude intention behavior relationship, Davis proposed TAM for explaining and predicting user acceptance of an information system (IS). The major contribution of TAM to measures development is the identification of two key beliefs: perceived usefulness and perceived ease of use. Davis [17] defined perceived usefulness as the degree to which a person believes that using a particular system would enhance his or her job performance, and defined perceived ease of use as, the degree to which a person believes that using a particular system would be free of effort. According to its theoretical postulates [18], system usage is determined by individual behavioral intentions to use an IS; these are jointly determined by individual attitudes toward IS use and perceived usefulness. Several empirical studies demonstrated that perceived usefulness, but not perceived ease of use, was positively related to behavioral intentions to use an IS or IT [8 10,28], and to its actual usage [1,25,46]. However, some studies found that both perceived usefulness and perceived ease of use are positively related to behavioral intentions to use an IS [50] and to system usage [29,30]. Consequently, perceived usefulness is the major determinant of individual intentions to use an IS, while perceived ease of use is a secondary determinant. Overall, TAM is superior to TRA or the theory of planned behavior (TPB) [3,4] in predicting IS user behavior [16,35]. 3. Extended TAM and related hypotheses Choo proposed an information behavior model to explain how people reduce task uncertainty via the information needs-seeking-use cycle. Incorporating Choo s information behavior model into TAM, based on the continuous process of information use, we assessed the use of the Internet at work in three information contexts (Fig. 1). In the context

3 H.-P. Shih / Information & Management 41 (2004) Fig. 1. The Research model. of information needs, we focused on assessing individual cognitive judgments regarding relevant information to resolve problems. Two technological factors (including perceived usefulness and perceived ease of use) and one individual factor (attitudes toward the Internet) were included for assessing individual evaluations during the information seeking stage. In the information use stage, perceived performance was assessed, since it is more important for users than system usage in evaluating the outcomes of decision making or problem solving via the Internet. In terms of Internet utilization, TAM constructs were adopted to assess system use behavior from the macro level perspective, and relevance was adopted to assess information use behavior from the micro level perspective Information needs context Based on a survey of the related literature of IS success, DeLone and Mclean [19] concluded that information quality is an important measure of IS success from the user perspective. Information quality was defined as the output quality of an IS, and was operationalized as a multi-attribute construct relating to information characteristics. Of those information characteristics, many studies use relevance to measure information quality [2,6,36,44]. Using the algorithm of Saracevic [40], relevance was defined as an estimate of appropriateness existing between information provided and information used as judged by a person. Schamber et al. [41] described relevance as a multi-dimensional cognitive concept that depends on user perceptions of information obtained and information requirements at a specific time. According to their literature review, relevance is related to usefulness, utility (including ease of use), attitudes of judges, and satisfaction. From a user perspective, individuals perceive relevance subjectively based on personal information needs at work, which vary with their environment [38]. Choo stated that information is processed to reduce decision making or problem solving uncertainty. At the information needs stage in his model, individuals access relevant information to fill the gap between their knowledge states and their task execution ability. Relevance was dependent on user judgments of the match between information needs and information retrieved, indicating that relevance is a subjective measure of personal cognition related to information needs; this may influence personal evaluations in seeking the requisite information and performance when using the retrieved information. Information quality determines the success of website design [34] and relates to individual performance of non-work activities on the WWW [14]. As noted in studies on information retrieval [24,45], relevance

4 722 H.-P. Shih / Information & Management 41 (2004) is an appropriate measure of IS output or success. Furthermore, Spink et al. [43] indicated that partially relevant information is positively correlated with information seeking behavior. Similarly, the theoretical relationships between relevance and Internet behavior were partially confirmed by empirical study of digital libraries [27]. From the information behavior model and partial evidence from research, our study implies that perceived relevance of information needs is positively related to technological (perceived usefulness and ease of use) and individual (attitudes toward using the Internet) perceptions at the information seeking stage, and also may influence individual performance at the information use stage. H1. Relevance of information needs is positively related to user perceived ease of use of the Internet. H2. Relevance of information needs is positively related to user perceived usefulness of the Internet. H3. Relevance of information needs is positively related to user attitudes toward using the Internet. H4. Relevance of information needs is positively related to user perceived performance of the Internet Information seeking context Information seeking is an important activity in completing information-intensive tasks in organizations. Users access the Internet to support such office activities, ranging from undirected viewing of the websites to scanning those of interest, and thus to formal searching to retrieve specific information for actions or decision making [13]. Detlor [20] proposed that information on problem situations can be applied to exploring patterns of Internet-based IS use in organizations. From the user perspective, the process may be viewed as the central information behavior of IS use. Following prior studies, we empirically tested possible causal links among perceived usefulness, perceived ease of use, and user attitude toward Internet use. Theoretically, the Internet is easy-to-use for users searching for information while spending minimum time and effort and thus encouraging the perception that the Internet is effective. Moreover, users may adopt a positive attitude toward the Internet when they perceive that information seeking over the Internet is both useful and easy. H5. Perceived ease of use is positively related to user perceptions of the usefulness of the Internet. H6. Perceived ease of use is positively related to user attitudes toward using the Internet. H7. Perceived usefulness is positively related to user attitudes toward using the Internet Information use context The information behavior model was applied to examine the effect of information seeking on information use. Extending TAM, our study implied that experienced users may continue to use the Internet because they are satisfied with its effectiveness or expected outcomes in completing daily tasks. To explore the supported evidence, our study postulated that high perception of usefulness and positive attitudes toward using the Internet to seek information may increase performance in decision making or problem solving during the information use stage. H8. Perceived usefulness is positively related to user perceptions regarding Internet performance. H9. User attitudes toward Internet use are positively related to perceived performance of the Internet. 4. Methodology 4.1. The instrument Following the definitions used by Saracevic and Schamber et al., relevance was measured using overall user judgment of information needs and information obtained in performing daily tasks. To assess information use in different office work over the Internet, we adopted three information attributes: timeliness (referring to information obtained in a specific time), helpfulness (referring to the outcomes of information in performing tasks), and availability

5 H.-P. Shih / Information & Management 41 (2004) (referring to the usability of information in supporting decisions). These three measured user perceptions regarding the relevance of information obtained to their needs. Two beliefs, perceived usefulness and perceived ease of use, were measured by selecting some items from Davis; they were operationalized with wording revisions to meet the survey of Internet utilization. Attitude, a common construct of TAM and TRA, was operationalized, with minor changes, using Fishbein and Ajzen s definition and prior studies of TAM and TPB [47]. User satisfaction with information obtained was used as a surrogate measure of system performance in earlier studies due to the difficulty of objectively measuring performance [31,32]. User satisfaction was measured to assess individual perceptions of the effectiveness of searching and gathering information over the Internet. Similarly, evaluations of system success were adopted that measured individual benefit and achievement when using the Internet in goal-directed tasks. In terms of self-reported measures, perceived performance was measured using both user satisfaction and system success. All items in the Appendix A were measured using a five-point Likert-type scale ranging from (1) strongly disagree to (5) strongly agree Sample and procedure The Internet is widely used in current office activities, such as: searching, ordering products, bidding, communicating with customers or suppliers, distance learning, etc. Our study examined the attitudes of office workers with at least 1 year of Internet experience. The survey subjects were selected from 10 small and medium-sized companies in Taiwan, including a research institute, two PC manufacturing companies, a DRAM production company, an avionics manufacturing company, a consumer electronics manufacturing company, an asset insurance company, and three banks. A senior employee with 3 10 years of work experience in his or her current position was selected from each company and entrusted with distributing and collecting the questionnaires. Each questionnaire was sent with an attached cover letter describing the objectives of the survey and guaranteeing respondent privacy. Each respondent was asked to indicate the extent to which they agreed with each of the statements. The survey was completed within 1 month of the questionnaires being sent out in July A total of 360 questionnaires were distributed to the 10 companies, with between 30 and 50 copies being sent to each company: 225 were returned but 22 were eliminated because they were incomplete or the respondent did not use the Internet for work. The sample therefore was sample of 203 usable questionnaires. The overall net response rate thus was 56.4%. 5. Results 5.1. The respondents Table 1 shows that the respondents had an average of 5.5 years of Internet experience, and 9.5 years of Table 1 Profile of the respondents Characteristics Statistics a Gender (missing ¼ 5, 2.5%) Male 108 (53.2) Female 90 (44.3) Age (missing ¼ 5) Mean ¼ 33:8; S:D: ¼ 6:6 Education (missing ¼ 19, 9.4%) High school 7 (3.4) Junior college 58 (28.6) University 83 (40.9) Graduate school 36 (17.7) Job description (missing ¼ 3, 1.5%) Administrative assistant/staff 34 (16.8) Specialist (IT/production/marketing) 77 (37.9) Engineer 27 (13.3) Manager 13 (6.4) Researcher 36 (17.7) Others 13 (6.4) Work experience (missing ¼ 19) Mean ¼ 9:5; S:D: ¼ 6:1 Internet experience (missing ¼ 3) Mean ¼ 5:5; S:D: ¼ 2:6 Intranet Voluntary users of simple/interactive Intrawebs 121 Mandatory users of enterprise Intranets 82 Total 203 a Values shown in the parentheses are in percentage.

6 724 H.-P. Shih / Information & Management 41 (2004) Table 2 Factor analysis of the measurement items Measure PU PEOU RELE A PP PU PU PU PU PEOU PEOU PEOU PEOU RELE RELE RELE A A A PP PP Eigenvalue Percent of variance Reliability work experience. Their jobs involved various positions and companies, reducing survey bias. In addition to the Internet, all surveyed companies adopted Intranets. According to the category of Leung [33], 121 respondents (subsample 1) from seven companies used a so-called simple or interactive Intraweb, while the other three companies, with 82 respondents (subsample 2), used an enterprise Intranet for their daily work. After interviewing senior employees about each company, the 121 respondents were classified as voluntary users, while the rest were mandatory users Measurement model Harmon s one factor test [39] was used to examine the common method bias in the questionnaire survey. The factor analysis in Table 2 shows that no single factor was extracted from the 16 items, and no single factor explained most of the variance, indicating that the problem of common method bias did not exist. We next used principal component factor analysis with varimax rotation to extract five factors (constructs), as shown in Table 2. The eigenvalues of all Table 3 Intercorrelations between constructs Construct PU PEOU RELE A PP PU 1.00 PEOU RELE A PP factors exceeded 1.0. Moreover, these five factors explained 81.8% of the variance in the 16 measures. The reliabilities of all constructs were between 0.86 and 0.92, exceeding Nunnally s recommended threshold of 0.7 [37]. Overall, factor analysis showed that the reliabilities of all constructs approach a satisfactory level in this empirical study. The guidelines of Hair et al. [26] state that a measure is loaded significantly on its underlying construct if its factor loading exceeds 0.5. Each measure was loaded strongly (exceeding 0.6) on its underlying construct and had lower factor loadings (below 0.4) on other constructs. Overall, factor analysis shows that the measurement model has adequate convergent and discriminant validity. As shown in Table 3, the intercorrelation between any pair of constructs did not exceed 0.7, demonstrating that the multicollinearity problem can be ignored The Research model The Research models for the full sample and its two subsamples were tested using multiple regression. Table 4 shows the empirical results of the full sample, indicating that all nine hypotheses were supported. Overall, perceived usefulness and relevance influence perceived performance more than attitude to Internet use in office work. Perceived ease of use has the greatest positive effect on user attitudes toward using the Internet. Particularly, relevance has a greater positive effect on perceived usefulness than perceived ease of use. Also, relevance was strongly and positively related to perceived ease of use. Overall, the Research model explained 47% of the variance in perceived performance. Regression results reveal no support for the two hypotheses in subsample 1. Thus, user attitudes

7 H.-P. Shih / Information & Management 41 (2004) Table 4 Results of regression models Model Full sample (n ¼ 203) Subsample 1 (n 1 ¼ 121) Subsample 2 (n 2 ¼ 82) b a P-value R 2 b b P-value R 2 b P-value R 2 PP A 0.18 c d PU 0.30 e c d RELE 0.34 e c e A PU 0.16 c d PEOU 0.48 e e e RELE 0.31 e e c PU PEOU 0.19 c d d RELE 0.50 e e e PEOU RELE 0.41 e e d a Standardized b. b R 2 : adjusted R square. c P < 0:01. d P < 0:05. e P < 0:001. toward the Internet were not found to affect perceived performance and the influence of perceived usefulness on user attitudes toward the Internet was insignificant. All hypotheses were supported for subsample 2. Comparing the empirical results between the two subsamples shows that relevance had a larger effect on perceived performance for subsample 2 (b ¼ 0:44) than for subsample 1 (b ¼ 0:29). Moreover, relevance was more important than perceived usefulness for enterprise Intranet users to perform Internet-based activities. However, the effect of perceived usefulness on perceived performance was slightly larger for subsample 1 than for subsample 2. Additionally, subsample 1 displayed slightly larger effects of relevance and perceived ease of use on user attitudes toward using the Internet than did subsample 2 and the positive effect of relevance on perceived usefulness was greater for subsample 2 (b ¼ 0:60) than for subsample 1 (b ¼ 0:45). Also, subsample 1 displayed larger positive effect of relevance on perceived ease of use than subsample 2 (b ¼ 0:45 > b ¼ 0:27). In contrast, the model for subsample 2 explained 61% of the variance in perceived performance, exceeding the 40% explained variance for subsample Discussion 6.1. Influence of relevance The empirical results for the full sample indicate that relevance is a strong determinant of perceived ease of use, perceived usefulness, user attitudes toward using the Internet, and perceived performance. Thus, office workers felt that their adoption of the Internet was successful and satisfactory when they could use it to seek and obtain task relevant information. Also, information provided by the Intranet to meet user needs enabled positive user attitudes toward Internet use, and they perceived that accessing the Internet to obtain desired information was effective and convenient. More importantly, this study found that the influence of relevance on perceived performance increased when an organization adopted an enterprise Intranet rather than a simple or interactive Intraweb. The empirical results show that enterprise Intranets can provide more relevant information to meet employee needs, allowing employees to enhance their task performance by using the Internet. Similarly, enterprise

8 726 H.-P. Shih / Information & Management 41 (2004) Intranet users in organizations felt that they could obtain more relevant information than simple/interactive Intraweb users, boosting their perceptions of the effectiveness of Internet use. However, the influence of relevance on perceived ease of use was lower for enterprise Intranet users than for simple/interactive Intraweb users, demonstrating that enhancing the quality of Intranet applications to meet information needs significantly increased utility (ease of use) for the latter users in Internet-based tasks. The influence of relevance on user attitudes toward the Internet was slightly decreased for mandatory users. This shows that information overload was a problem for mandatory users Influence of TAM constructs Overall, most empirical results were consistent with the propositions of TAM. In evaluating individual Internet use performance at work, respondents reported that system effectiveness was more important than personal interest, pleasure, and desire to use. This phenomenon explained task-related Internet behaviors. Unlike Davis et al., we found that perceived ease of use influences user attitudes toward Internet use more than perceived usefulness. Thus, an easy-touse Intranet allowed office workers to form more positive attitudes toward Internet use. As expected, Internet users evaluated work productivity as mainly depending on the system effectiveness in searching for information, and were more interested in using the Internet if it was very easy-to-use. The empirical results show that only enterprise Intranet users believed that using the Internet to seek and obtain information for their tasks is useful; they had positive attitudes toward its adoption in the workplace and this increased their satisfaction with Internet use and produced user perception of system success. The insignificant effect of attitude on perceived performance for simple/interactive Intraweb users implied that poor fit may exist between office tasks and simple/interactive Intrawebs. The insignificant influence of perceived usefulness on individual attitudes toward Internet use for simple/interactive Intraweb users implied that the effectiveness of Intranet use fails to meet their expectations of information seeking, reducing their beliefs toward its use in tasks. Users were more favorably inclined toward using the enterprise Intranet than the simple/interactive Intraweb, a finding that should encourage organizations to understand the benefits of developing or conducting Intranet applications to meet their expected task outcomes. Both types of Intranet users felt that ease of use was equally important in determining perceived usefulness, implying that they had consistent perceptions of learning to use different Intranets. From the perspective of organizational learning, mandatory users displayed more positive perceptions of individual performance and system effectiveness than voluntary users. Thus, our study concluded that managerial control was important in conducting Intranet applications for organizations. In sum, the extended TAM explained the Internet behavior of enterprise Intranet users better than it did that of simple/interactive Intraweb users. 7. Limitations This empirical study has four limitations. First, the sample size of the two subsamples was small for explaining regression results. Second, it only measured two indicators relating to perceived performance. Thus, multiple regression rather than the structural equation model was used to test the associations among constructs. Thus, more items should have been included to measure perceived performance in the self-reported survey. Third, this study assessed the use of the Internet/ Intranet at work from the user perspective, meaning the results should be interpreted carefully when extended to other applications. Fourth, this study assumed that most office tasks performed via the Internet were related to information seeking, an assumption that was consistent with previous surveys and practical observations of current office activities. Acknowledgements The author would like to thank the three anonymous reviewers for their valuable comments and suggestions that greatly enhanced the manuscript quality. Many thanks to the editor of Information and Management, Professor Sibley, for his assistance of editing.

9 Appendix A. Measures and constructs H.-P. Shih / Information & Management 41 (2004) Perceived usefulness (PU, mean ¼ 4:14, S:D: ¼ 0:56) PU1 Using the Internet enables me to accomplish my tasks more quickly PU2 Using the Internet improves my performance when performing my tasks PU3 Using the Internet can increase my productivity when performing my tasks PU4 Using the Internet can enhance my effectiveness when performing my tasks Perceived ease of use (PEOU, mean ¼ 3:94, S:D: ¼ 0:57) PEOU1 Learning to use the Internet is easy for me PEOU2 I can use the Internet in a manner that allows me to obtain the information I want PEOU3 My interaction with the Internet is clear and understandable PEOU4 In general, I find the Internet easy-to-use Relevance of information needs (RELE, mean ¼ 3:99, S:D: ¼ 0:59) RELE1 I collect timely online information to meet my task s requirements RELE2 I obtain helpful online information to support my tasks RELE3 I have available online information in performing my tasks Attitudes toward using the Internet (A, mean ¼ 4:07, S:D: ¼ 0:54) A1 I like to use the Internet A2 It is pleasure for me to use the Internet A3 It is desirable for me to learn how to use the Internet Perceived performance (PP, mean ¼ 3:80, S:D: ¼ 0:64) PP1 I successfully use the Internet to perform my job PP2 I am satisfied with the effect of using the Internet on my job performance Removed items (the two factor loadings on PU below 0.6) PU5: using the Internet makes my tasks easier; PU6: in general, I found the Internet useful when performing my tasks. References [1] D.A. Adams, R.R. Nelson, P.A. Todd, Perceived usefulness, ease of use, and usage of information technology: a replication, MIS Quarterly 16 (2), 1992, pp [2] N. Ahituv, A systematic approach toward assessing the value of an information system, MIS Quarterly 4 (4), 1980, pp [3] I. Ajzen, From intentions to actions: a theory of planned behavior, in: J. Kuhl, J. Beckmann (Eds.), Action Control: From Cognition to Behavior, Springer-Verlag, New York, 1985, pp [4] I. Ajzen, The theory of planned behavior, Organizational Behavior and Human Decision Processes 50 (2), 1991, pp [5] I. Ajzen, M. Fishbein, Understanding Attitudes and Predicting Social Behavior, Prentice-Hall, Englewood Cliffs, NJ, [6] J.E. Bailey, S.W. Pearson, Development of a tool for measuring and analyzing computer user satisfaction, Management Science 29 (6), 1983, pp [7] M.K. Chang, W. Cheung, Determinants of the intention to use Internet/WWW at work: a confirmatory study, Information and Management 39 (1), 2001, pp [8] P.Y.K. Chau, An empirical assessment of a modified technology acceptance model, Journal of Management Information Systems 13 (2), 1996, pp [9] P.Y.K. Chau, P.J.-H. Hu, Investigating healthcare professionals decisions to accept telemedicine technology: an empirical test of competing theories, Information and Management 39 (4), 2002, pp [10] P.Y.K. Chau, P.J. Hu, Examining a model of information technology acceptance by individual professionals: an exploratory study, Journal of Management Information Systems 18 (4), 2002, pp [11] C.W. Choo, Towards an information model of organizations, The Canadian Journal of Information Science 16 (3), 1991, pp [12] C.W. Choo, The Knowing Organization, Oxford University Press, New York, [13] C.W. Choo, B. Detlor, D. Turnbull, Information seeking on the Web: an integrated model of browsing and searching, in:

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11 H.-P. Shih / Information & Management 41 (2004) [49] H.C. Triandis, Values, attitudes, and interpersonal behavior, in: Nebraska Symposium on Motivation, 1979: Beliefs, Attitudes, and Values, University of Nebraska Press, Lincoln, NE, 1980, pp [50] V. Venkatesh, F.D. Davis, A theoretical extension of the technology acceptance model: four longitudinal field studies, Management Science 46 (2), 2000, pp [51] T.D. Wilson, Models in information behavior research, Journal of Documentation 55 (3), 1999, pp Hung-Pin Shih is an assistant professor at Information Management Department at Hsuan Chuang University, Taiwan. He received his PhD from National Chiao Tung University in Taiwan. His research interests include electronic commerce, Internet learning, and IS/IT adoption.