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Chapter IX: Extrinsic Plus Intrinsic Human Factors Influencing the Web Usage
Manuel Jesús
Sánchez-Franco
University of Seville, Spain
Abstract
Researchers are confronted with a choice among models to explain Web
acceptance and usage. Therefore, as Venkatesh et al. (2003) suggest, there is a need for a review
and synthesis in order to progress toward a unified view of Web acceptance and usage. In this
situation of development, a theoretical model based on technology acceptance (TAM) and flow, is
proposed to describe the extrinsic and intrinsic motivations, respectively, for Web users. The aim
of the research is thus (1) to investigate how well flow-model theory can be aligned with TAM and
(2) to provide a relationship with the Web acceptance and its proper usage. Furthermore, better
measures for predicting and explaining Web use will have greater practical value. Singular Web
sites would like to assess user demand for new design ideas to facilitate electronic service
quality and flow. Users would like to find a Web site leading to an enduring and cost-effective
relationship.
