An empirical study of the determinants of the intention to participate in user-created contents (UCC) services |
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Authors: | Saokosal Oum DongWook Han |
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Affiliation: | 1. Department of Information Management, National Sun Yat-Sen University, No. 70, Lienhai Rd., Kaohsiung, 80424, Taiwan;2. Department of Management Information Systems, National Chengchi University, No .64, Sec. 2, ZhiNan Rd., Wenshan District, Taipei City, 11605, Taiwan;1. Department of Information Management, National Taipei University of Business, No.321, Sec. 1, Jinan Rd., Zhongzheng District, Taipei 100, Taiwan, ROC;2. Department of Computer Science and Information Management, Soochow University, 56 Kueiyang Street, Section 1, Taipei 100, Taiwan, ROC;1. Graduate School of Engineering, Hokkaido University, Sapporo 060-8628, Japan;2. Faculty of Engineering, Hokkaido University, Sapporo 060-8628, Japan;3. School of Energy, Geoscience, Infrastructure and Society (EGIS), Heriot Watt University Malaysia, 62200 Putrajaya, Malaysia |
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Abstract: | Up to now UCC services have been dominating the majority of the internet traffic, yet the answers to what motivates people to participate in the UCC services still remain vague and unclear. It is the motivation to find these answers that lead to this study. We adopted technology acceptance model (TAM) to our model and examined the effects of external variables—social identity, telepresence, altruism, perceived playfulness and social trust. Data was collected from undergraduate students in Jeonju University, South Korea, who had experience in UCC. The findings showed that social trust and perceived playfulness play a pivotal role in explaining the individual’s behavioral intention to participate in UCC services. Also, perceived encouragement was found to have significant influence on social trust instead of its direct effect on the intention to participate in UCC services. Additionally, social identity and telepresence were the most important factors of perceived encouragement. This implication can help both researchers and Web practitioners to better understand user behavior in UCC context. |
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