Extending the Technology Acceptance Model with perceived community characteristics

Introduction. In information systems literature, the Technology Acceptance Model is one of the most widely used approaches for modelling adoption behaviour, including e-commerce applications. In this paper, we propose to extend this model by adding a relationship between technology acceptance and the perceived presence of a community and its characteristics. Method. We employ an empirical study based on a questionnaire distributed after using a Web-based system. We use three groups, including one control group where community features are disabled using technology, but keeping the same environment and situation otherwise. Analysis. We first employ a factor analysis, then correlation analysis and structural equation modelling. In addition, we do statistical tests comparing the three groups. Results. The proposed model is partially supported by the empirical results in which we find that there is a link from community characteristics to perceived usefulness as well as to purchasing intention. Conclusions. Acceptance and adoption behaviour of users is not only shaped by the perceived usefulness and ease of use, but also by perceived community characteristics. It turns out that the perceived community size alone does not account for a major impact, but perceived community structure, including the presence of users showing lead-user characteristics, has an important role.