This chapter examines two theories that have been widely used over the past decade to assist in understanding of the IS/IT adoption and implementation processes, and links them to the marketing value chain. The theoretical development suggests that there is scope for further extension of TAM to adapt to the Web-based usage and its profitable consequences. Therefore, placed in this context, the theory may help to further the empirical research and to clarify and examine a Web acceptance and usage model. In other words, the aim of the research has been to investigate how well flow-model theory can be aligned with TAM and to provide a relationship with the Web acceptance and its proper usage.
In this e-CRM context, the design of a Web site based on technology acceptance and flow theories is a crucial determinant of whether visitors are likely to accept and return to the site. An effective site design has a significant influence on site traffic and the number of transactions users conduct on a Web site. A main conclusion is that a Web site must not be simply designed as easy to use thus decreasing Web site usage (aspects related to SI). It is designed (1) to be stimulating to use and thus (2) to evoke compelling user experiences to increase profitable Web site usage. The online environment must promote a long-term perspective with a user-retention focus and involvement based on extrinsic and intrinsic motives, leading to valuable behaviours and, in turn, greater expected Web use. Therefore, flow would occur during both goal-directed as well as experiential types of activities.
Likewise, rather than just evaluating the theoretical aspects, the basic model can be used to assess motivational design aspects during the browsing process. Exploring flow-antecedents and consequences for predicting and explaining Web-technology acceptance and usage would have greater practical value. (1) Web sites would be likely to assess user demand for new design ideas to facilitate flow. (2) Users would be likely to find a Web site leading to an enduring relationship and lessen users’ boredom and anxiety.