Examining the impacts of perceived value and perceived quality on users' intention to join web 2.0 communities

Authors:
Chen-Ya Wang;Seng-cho T. Chou;Hsia-Ching Chang
Affiliations:
National Taiwan University, Taiwan and Lunghwa University of Science and Technology, Taiwan;National Taiwan University, Taiwan;University at Albany, State University of New York
Venue:
Proceedings of the 11th International Conference on Electronic Commerce
Year:
2009

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Abstract

Web 2.0 is now a popular internet application because of its characteristics of social interaction and information sharing. People join Web 2.0 communities to interact with friends, share information, or even just for fun. This paper examined users' intention to join Web 2.0 communities from the perceived value and perceived quality perspectives. Results of this study showed that perceived utilitarian value had a positive impact on perceived usefulness, and perceived hedonic value had a positive impact on perceived ease of use. On the contrary, there were no significant relationships between perceived utilitarian value with perceived ease of use, or between perceived hedonic value and perceived usefulness. Perceived quality positively affected users' perceived belief, with the exception that perceived system quality did not have significant impact on perceived usefulness. In this study, TAM-related relationships were all confirmed. Some practical implications are provided in the discussion section.