Exploring the intention to use computers: An empirical investigation of the role of intrinsic motivation, extrinsic motivation, and perceived ease of use
Jurnal:
Fagan, M. H., Neill, S., & Wooldridge, B. R. (2008).
Exploring the intention to use computers: An empirical investigation of the
role of intrinsic motivation, extrinsic motivation, and perceived ease of use. Journal
of Computer Information Systems, 48(3), 31.
EXPLORING THE INTENTION TO USE COMPUTERS: AN EMPIRICAL INVESTIGATION OF THE ROLE OF INTRINSIC MOTIVATION, EXTRINSIC MOTIVATION, AND PERCEIVED EASE OF USE
The Journal of Computer Information Systems
ABSTRACT
This research utilizes the Integrated Model
of Technology Acceptance (IMTA) to study the intention to use
computers among first line managers in a mid-sized manufacturing organization
(n=172). As hypothesized, the study found 1) a positive relationship between
extrinsic motivation and behavioral intention to use computers, 2) a positive
relationship between perceived ease of use and behavioral intention to use computers, 3) a positive
relationship between intrinsic motivation and
extrinsic motivation,
4) a positive relationship between perceived ease of use and extrinsic motivation, and
5) a positive relationship between intrinsic motivation and
perceived ease of use. However, the hypothesis that intrinsic motivation would have a positive relationship to
behavioral intention to use computers was not supported.
This work makes a needed contribution to the literature by validating the IMTA
with a group of real-world users, and suggests that the model may provide a
useful foundation for future research in this area.
Keywords: Integrated Model of Technology Acceptance
(IMTA), Technology Acceptance Model (TAM), Intrinsic Motivation,
Extrinsic Motivation,
Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment
INTRODUCTION
A variety of models
have been developed to explain user acceptance of information technology. One
stream of research, built upon a motivational model, has focused upon how
extrinsic and intrinsic motivation influence
computer acceptance and use [6]. Another approach based upon the Technology
Acceptance Model has generated an extensive stream of studies exploring the
role of two key constructs, perceived usefulness and perceived ease of use, on
usage intentions and actual computer usage [5]. In
order to help explain the factors that influence technology acceptance,
researchers have introduced an Integrated Model of Technology Acceptance that
combines key constructs from a motivational model and the Technology Acceptance
Model [31].
This research
utilizes the Integrated Model of Technology Acceptance to study the intention to use computers among first line
managers in a mid-sized manufacturing organization (n=172). By validating the
Integrated Model of Technology Acceptance, this research contributes to the
development of usable theory. In addition, this work makes a needed
contribution to the literature by validating the Integrated Model of Technology
Acceptance with a group of real-world users. Most of the study's hypotheses
were supported. As hypothesized, the study found 1) a positive relationship
between extrinsic motivation and
behavioral intention to use computers, 2) a positive
relationship between perceived ease of use and behavioral intention to use computers, 3) a positive
relationship between intrinsic motivation and
extrinsic motivation,
4) a positive relationship between perceived ease of use and extrinsic motivation, and
5) a positive relationship between intrinsic motivation and
perceived ease of use. However, the hypothesis that intrinsic motivation would have a positive relationship to
behavioral intention to use computers was not supported.
Overall, this research suggests that the Integrated Model of Technology
Acceptance may provide a useful foundation for future research in this area.
This paper is
organized as follows. First, theoretical background is provided on the
motivational model, the Theory of Reasoned Action and the associated Technology
Acceptance Model, and the Integrated Model of Technology Acceptance. Then the
study's conceptual research model is presented along with related hypotheses.
Next, the method and measures that were used to conduct the investigation are
explained, followed by the results. Finally, the study's findings are discussed
and conclusions provided.
THEORETICAL BACKGROUND
Motivational Model
There are a number of theories that seek to
explain human motivation.
One well known theory, Deci and Ryan's [8] Self-Determination theory (SDT),
distinguishes between intrinsic motivation, which "refers to doing something because it
is inherently interesting or enjoyable" and extrinsic motivation,
which "refers to doing something because it leads to a separable
outcome" [21, p. 55]. A subset of SDT, Cognitive Evaluation Theory (CET),
was put forth by Deci and Ryan [8] to explain the factors that result in variations
in intrinsic motivation.
CET holds that feelings of competence (self-efficacy) during the performance of
an action can catalyze intrinsicmotivation because basic human needs for competence are being satisfied,
but that this effect only occurs when the experience also provides for feelings
of autonomy as well [21]. CET applies when activities are intrinsically
motivating - when they hold the "appeal of novelty, challenge, or
aesthetic value" for a particular individual [21, p. 60]. Research
findings in this area suggest that educators and designers can create tasks to
incorporate rewards and feedback in such a way that needs for competency and autonomy are met,
and thus intrinsic motivation is
enhanced [20, 26].
One stream of IS
research stream has used motivation theory
to explore the factors that influence technology acceptance. Much of the
research has been concerned with extrinsic motivation, and explores what instrumental outcomes outside
the activity itself influence the performance of an activity [5, 12, 13]. Some
studies have focused primarily on the role of intrinsic motivation,
which involves performing an activity because it is inherently enjoyable or
challenging [11,15, 29, 33, 34]. Researchers have called for additional work on
the role intrinsic motivation plays
in IT acceptance and use. Davis pointed out, for example, that intrinsicmotivation "has
received inadequate attention in MIS theories" [5, p. 334].
Theory of Reasoned Action and the Technology Acceptance
Model
The Theory of
Reasoned Action (TRA) is a frequently used model from social psychology that
posits that behavior is predicted by the behavioral intention to perform a behavior, and that
behavioral intention is predicted by attitude and
subjective norm [1]. The TRA was adapted by Davis et al. [7] in the development
of the Technology Acceptance Model (TAM). TAM suggests that two factors,
perceived use of use and perceived usefulness, are significant determinants of
behavioral intention to use a computer system, and it omits
subjective norm, which TRA also considers a determinant of behavioral intention.
TAM's validated measurement scales have facilitated research into IT
acceptance, and thus TAM has gained tremendous acceptance within the IS
research community [16, 24]. Researchers have proposed modifications in order
to improve TAM's predictive capability (TAM2) and have worked to better
understand the factors that underlie its key constructs [14].
An extensive stream
of IS research has been based upon the Technology Acceptance Model. The
Technology Acceptance Model (TAM) posits that perceived usefulness and
perceived ease of use are key factors that influence computer usage intentions and actual computer usage [5].
Perceived usefulness, defined as "as a person's expectation that using a
computer will result in improved job performance" [6, p. 1112], has been
found to have a significant influence on intentions to
use computers in the workplace. TAM studies have covered a wide range of
adoption contexts ranging from the adoption of e-commerce shopping [17], to the
adoption of e-government [10], to software developer tool use [19]. Extrinsic motivation is involved in studies that make use
of Technology Acceptance Model since "perceived usefulness is an example
of extrinsicmotivation" [6, p. 1112]. Perceived
ease of use, defined as "the degree to which a person believes that using
a particular system would be free of effort" [5, p. 320], has also been
shown to be a significant influence onintentions to use computers. In addition,
perceived ease of use has been found to be an antecedent of perceived
usefulness.
Integrated Model of Technology Acceptance
Since researchers
have called for more research on the role that intrinsic motivation plays in information systems theories
[5], a number of studies have investigated how intrinsic and extrinsic motivation,
along with other key factors, have influenced acceptance and usage of
information technology applications. One example is the Integrated Model of
Technology Acceptance which integrates previous work using a motivational model
of user acceptance and the Technology Acceptance Model into one model. Research
found that the Integrated Model of Technology Acceptance "emerged as a
better predictor of user behavior when compared to the existing models"
[31, p. 297].
In developing their Integrated Model of
Technology Acceptance, Venkatesh et al. [31] built upon the work of Davis et
al. [6], Venkatesh [29] and Venkatesh and Speier [30]. Davis et al. [6] found
extrinsic motivation(operationalized
as perceived usefulness) and intrinsic motivation (operationalized
as enjoyment) accounted for 62% of the variance in user intentions in one study and 75% in another. The
study's findings suggest "usefulness [extrinsic motivation] and
enjoyment [intrinsic motivation] together represent a simple yet powerful
explanation of what influences usage intentions" [6, p. 1125]. Venkatesh [29] found that the
use of an intrinsic motivator during training could help create positive user
perceptions of IS applications. Venkatesh and Speier [31] found that mood
treatments during training only had short-term effects on intrinsic motivation. The
Integrated Model of Technology Acceptance integrates prior work into one model
which explores how various training and pre-training interventions affect user
perceptions of IS applications.
A better understanding of intrinsic motivation and its relationship with other
important constructs such as extrinsic motivation and
perceived ease of use could add to theoretical understanding of why individuals
make use of IT. Furthermore, a more complete theoretical understanding of the
role played by intrinsic motivationcould have practical implications as developers,
educators and managers look to design interventions
that will help further user acceptance of IT.
CONCEPTUAL MODEL AND RESEARCH HYPOTHESES
The study's
conceptual model (Figure 1) is a subset of the Integrated Technology Acceptance
Model that integrates recent research on the role of intrinsic motivation,
extrinsic motivation,
perceived ease of use and behavioral intention to use
computers [31]. The authors expect that extrinsic motivation,
intrinsic motivationand
perceived ease of use will be positively related to behavioral intention to use computers, that intrinsicmotivation and
perceived ease of use will be positively related to extrinsic motivation, and
that perceived ease of use will be positively related to extrinsic motivation. The
remainder of this section provides an overview of the study's hypotheses and
the related literature.
Behavioral Intentions to Use Computers
Davis et al. [6] hypothesized that
intrinsic motivation would have a significant direct effect
on intentions to use computers in the workplace.
Intrinsic motivation was operationalized as perceived
enjoyment and defined as "the extent to which the activity of using the
computer is perceived to be enjoyable in its own right, apart from any
performance consequences that may be anticipated" [6, p. 1113]. Using a
three item measure of enjoyment, Davis et al. [6] found a small, significant
influence on intentions and usage in two studies. Teo et al.
[25], using a seven point scale to measure perceived enjoyment, also found
support for a positive relationship between perceived enjoyment and Internet
usage. However, Venkatesh et al. [31] did not find support for this
hypothesized relationship using the Davis et al. [6] scales. Based upon the
findings of Davis et al. [6] and Teo et al. [25], we hypothesize:
H1: Intrinsic motivation (operationalized as perceived
enjoyment) will have a significant positive relationship with behavioral intention to use computers in the workplace.
Prior research
indicates that perceived usefulness is a significant determinant of behavioral intentions to use information technology [5, 6,
7, 9, 22, 23]. Perceived usefulness is defined as "the degree to which a
person believes that using a particular system would enhance his or her job
performance" [5, p. 320]. Since "perceived usefulness is an example
of extrinsic motivation"
[7, p. 320], the following is proposed:
H2: Extrinsic motivation (operationalized as perceived
usefulness) will have a significant positive relationship with behavioral intention to use computers in the workplace.
Extensive prior
research indicates that perceived ease of use is also a significant determinant
of behavioral intentions to use information technology [5, 6,
7]. Perceived ease of use is defined as "the degree to which a person
believes that using a particular system would be free of effort" [5, p.
320]. Thus, the following is proposed:
H2: Perceived ease
of use will have a significant positive relationship with behavioral intention to use computers in the workplace.
Extrinsic Motivation
Very little IT
research has explored the relationship of intrinsic motivation with extrinsic motivation(operationalized
as perceived usefulness). This study replicates Venkatesh et al. [31] who
posited a linkage between intrinsic motivation and
extrinsic motivation based upon literature that shows
intrinsic motivationcan
increase time spent on tasks, result in more productive work, increase
cognitive processing, and enhance extrinsic motivation perceptions
[3,4, 18, 23]. Venkatesh, et al. [31] found support for their hypothesis that
intrinsic motivation had a positive significant
relationship with extrinsic motivation. Thus, the following is proposed:
H4_: Intrinsic motivation (operationalized as perceived
enjoyment) will have a significant positive relationship with extrinsic motivation (operationalized as perceived
usefulness).
Furthermore, significant
prior research has found that perceived ease of use and extrinsic motivation (operationalized
as perceived usefulness) are related [5, 6, 7]. Thus, the following is
proposed:
H5: Perceived ease
of use will have a significant positive relationship with extrinsic motivation (operationalized as perceived
usefulness).
Perceived Ease of Use
Intrinsic motivation is expected to influence perceived
ease of use. Venkatesh et al. [31] posited that individuals who are more
intrinsically motivated may use a new technology for the enjoyment they find in
the activity and, since they enjoy the process, they may tend to underestimate
its difficulty and find it easier to use. Venkatesh et al. [31] operationalized
intrinsic motivation as perceived enjoyment, and found
support for their hypothesis. Venkatesh [29] also found that intrinsic motivation,
operationalized as computer playfulness and perceived enjoyment, had a
significant relationship with perceived ease of use after one month of using a
new system. Thus we propose the following:
H6: Intrinsic motivation (operationalized as perceived
enjoyment) will have a significant positive relationship with perceived ease of
use.
METHOD
Sampling and Data Collection
The sample consists
of 172 first line managers for a midsized manufacturing firm located in the
southwest United States. Data was collected over a one month period when the
survey instrument was mailed to all first line managers, who were asked to
return it anonymously via mail to the authors. Managers were asked voluntarily
participate in order to assist with gathering data that could be used to tailor
future computer training classes. The sample is 78% males with an average age
of 44 years and 14 years of employment experience. The response rate was 54%.
Measures
A questionnaire was
developed for this research study. Measures were taken from existing scales and
adapted for this study's purpose from the
items used by Venkatesh [28]. The scales used in this study to measure
intrinsic motivation were those used to measure intrinsic motivation/computer
enjoyment. Since perceived usefulness is a measure of extrinsic motivation [6], scales for perceived usefulness
were used to measure extrinsic motivation. The scales to measure perceived ease of use and
behavioral intention to use a computer are likewise derived
from Venkatesh [28], and are the same as those used in a multitude of studies
utilizing the Technology Acceptance Model. These scales are all included in the
Appendix.
RESULTS
Structural equation
modeling was used to test the proposed model. This technique allows for the
simultaneous examination of a series of interrelated dependence relationships.
This necessitates obtaining accurate measures of fairly unobservable
phenomenon. To control for error in measurement, the measurement aspect is
fixed prior to estimating the relationships in the structural model. This
method, recommended by Anderson and Gerbing [2], avoids the interaction of
measurement and structural models. Using this procedure, the reliability and validity
of each construct is assessed. The path estimates are used to test the model's
hypotheses.
Measurement Model Results
To assess internal
and external consistency, confirmatory factor analysis (CFA) was performed
using the covariance matrix of a four-factor model - perceived enjoyment,
perceived usefulness, perceived ease of use, and behavioral intention to use. The measurement model fit is
adequate as indicated by the CFA results reported in Table 1. Additionally, all
items have significant loadings. The internal consistency measures and
descriptive statistics are also reported in Table 1. The composite reliability
estimates range from .91 to .95. All measures achieve an AVE estimate of .68 or
higher offering further support as to the internal consistency of each
construct.
|
Table 1: Measurement
Model Estimates
|
||||||
|
Fit Statistics
|
||||||
|
X2
|
Df
|
RMSEA
|
SRMR
|
TLI
|
CFI
|
|
|
171.18
|
71
|
0.09
|
0.05
|
0.94
|
0.095
|
|
|
Internal Consistency Measures
|
||||||
|
|
|
|
Comp. alpha
|
AVE
|
Mean (SD)
|
|
|
Perceived Enjoyment
|
0.95
|
0.85
|
3.84 (0.95)
|
|||
|
Perceived Usefulness
|
0.94
|
0.80
|
4.45 (0.81)
|
|||
|
Perceived Ease of use
|
0.91
|
0.68
|
3.44 (0.90)
|
|||
|
Behavioral Intention to Use
|
0.92
|
.86
|
4.61 (0.64)
|
|||
|
Note: df =
degrees of freedom; RMSEA = root mean square error of approximation; SRMR = standardized
root mean residual; TLI = Tucker-Lewis index ; CFI = comparative Fit index;
Comp.α = composite alpha; AVE = average variance extracted; SD=standard deviation
|
||||||
To ensure distinct
constructs, a test of discriminant validity was performed by confirming that
the square of the parameter estimate between two constructs is less than the
average AVE between any two constructs. For each case, discriminant validity
was confirmed. In sum, the measurement aspect is supported (i.e., acceptable
fit indices, high composite alpha and average variance extracted, and evidence
of unidimensionality).
Structural Model Results
Three criteria were
used to assess the structural model: (1) the fit indices, (2) the significance
of the completely standardized path estimates, and (3) the amount of variance
explained in each of the endogenous constructs. Table 2 reports the correlations
among the four latent constructs in the structural aspect of the model.
|
TABLE
2: Correlations Among Constructs
|
||||
|
Construct
|
1
|
2
|
3
|
4
|
|
(1)
Perceived Enjoyment
|
1.00
|
|
|
|
|
(2)
Perceived Usefulness
|
0.46
|
1.00
|
|
|
|
(3)
Perceived Ease of Use
|
0.57
|
0.38
|
1.00
|
|
|
(4)
Behavioral Intention to Use
|
0.40
|
0.49
|
0.48
|
1.00
|
Structural equation
modeling, using LISREL VIII, was employed to test the hypothesized
relationships. The results in Table 3 indicate acceptable fit for the
four-factor model. Four of the five paths are significant (p < .05 or
better) and account for 25% of the variance in perceived usefulness, 39% of the
variance in perceived ease of use, and 38% of the variance in behavioral intention to use.
DISCUSSION
This study developed
a conceptual model based upon the IT literature on intrinsic motivation,
extrinsicmotivation, perceived ease of use, and
behavioral intentions to use computers. Five of the six
hypotheses were supported. The results are summarized in Table 4.
Davis et al. [6]
hypothesized that "computer use will be primarily extrinsically motivated
and that intrinsicmotivation will have a smaller but still
significant direct effect on intentions" (p. 1114). Extrinsic motivation, as
measured by perceived usefulness, did have a large significant effect on behavioral intentions to use computers (H2). However, in
this study, the results for intrinsic motivation were
not as Davis et al. [6] hypothesized. Intrinsic motivation did not have a significant effect on
behavioral intention to use computers (H1). These results
for H1 correspond with the findings of Venkatesh et al. [31] where this
hypothesis was also not supported. Venkatesh et al. [32, p. 445] suggest that
any relationship between attitude (e.g., an intrinsic motivator like enjoyment)
and intention can be spurious and may be due to
omitted predictors like effort and performance expectations.
|
TABLE 4: Results of Hypotheses Testing
|
||
|
Hypotheses
|
Result
|
|
|
H1
|
Intrinsic
motivation (operationalized as perceived enjoyment)will haveas have a
significant positive relationship with behavioral intention to use computers
in the workplace.
|
Not supported
|
|
H2
|
Extrinsic motivation (operationalized as perceived
usefulness)will have significant positive relationship with behavioral
intention to use computers in the workplace.
|
Supported
|
|
H3
|
Perceived ease of use will have significant positive
relationship with behavioral intention to use computers in the workplace
|
Supported
|
|
H4
|
Intrinsic motivation (operationalized as perceived
enjoyment) will have significant positive relationship with extrinsic
motivation (operationalized as perceived usefulness).
|
Supported
|
|
H5
|
Perceived ease of use will have significant positif
relationship with extrinsic motivation (operational as perceived usefulness
|
Supported
|
|
H6
|
Intrinsic
motivation (operationalized as perceived enjoyment) will have a significant
positive relationship with perceived ease of use.
|
Supported
|
An alternative
explanation for why hypothesis Hl was not supported is provided by work on user
acceptance of hedonic vs. utilitarian information systems [27]. This research
suggests that further study would be useful to ascertain whether an information
system has a hedonic or utilitarian nature because this may affect the relative
importance of perceived usefulness, perceived ease of use and perceived
enjoyment in predicting behavioral intention to use
the information system. Perhaps, as van der Heijden suggests, "findings of
existing TAM studies are reconciled by focusing on the hedonic or utilitarian
nature of the systems under study" [27, p. 696]. In the case of this
study, users were being asked about their intentions to
use computers in a work environment where the emphasis was on increasing task
performance and efficiency. Thus, according to van der Heijden's work, it would
be reasonable to expect that perceived enjoyment would play little or no role
in behavioral intention to use the system [27]. This research
stream and our findings suggest that intrinsicmotivation has a direct effect on behavioral intentions to use a computer and when the
influence of intrinsicmotivation is mediated by factors such as
extrinsic motivation and perceived ease of use.
The findings provide
support for other hypotheses that have been replicated in numerous studies
using the Technology Acceptance Model: 1) perceived ease of use was positively
related to behavioral intention (H3),
2) intrinsic motivation was positively related to extrinsic motivation (H4) and, 3) perceived ease of use was
positively related to extrinsic motivation(perceived usefulness) (H5). In addition, intrinsic motivation was positively related to perceived
ease of use, as hypothesized (H6). Intrinsic motivation was
found to be associated with increased perceptions that computer systems in the
workplace were easy to use. These findings suggest that if computer tasks can
be made to be more intrinsically motivating, that users may view the
application as potentially easier to use and more useful. In a context like the
mid-sized manufacturing organization where this study was conducted, this
finding could motivate those providing basic computer training to develop
methods to increase the user's perceived enjoyment of the system as a method of
increasing perceived ease of use and perceived usefulness, two key predictors
of behavioral intention to use the system.
CONCLUSION
The need to better understand the factors that
affect user acceptance of technology is underscored by the large investments
which organizations make in information systems and associated training. This
study's findings indicate that extrinsic motivation (perceived
usefulness) and perceived ease of use are both important factors influencing
behavioral intention to use computers. The study results
provide partial support for the IMTA and for the practical implications this theory
supports.
Further research is
needed to ascertain whether intrinsic motivation (perceived
enjoyment) is consistently found to be significant factors in the behavioral intention to use hedonic information systems and
not related to the behavioral intention to use
utilitarian information systems. Such findings would support the work of van de
Heijden who asserts that the hedonic/utilitarian nature of an information
system is "an important boundary condition to the validity of the
technology acceptance model" [27, p. 695]. This research suggests that
future researchers who make use of TAM and/or the IMTA would need to take into account whether the
system under consideration was hedonic or utilitarian prior to formulating
their hypotheses.
If the nature of the
information system (hedonic vs. utilitarian) is found to be an important
boundary condition for acceptance of an information system, it also may have
important implications for practice. Cognitive Evaluation Theory, for example,
holds that educators and designers can increase intrinsic motivation in the way they create tasks [20,26].
However, if most business systems are utilitarian in nature, efforts by
trainers to increase intrinsic motivation may
not be the most successful avenue for increasing an individual's behavioralintention to use
predominantly utilitarian workplace systems. Developers of pleasure-oriented
hedonic systems, on the other hand, might undertake to develop interventions
designed to increase a user's intrinsicmotivation (perceived enjoyment). Future research
is important to help ascertain the importance of system type in technology
acceptance models, and to provide guidance to practitioners who are endeavoring
to increase the successful adoption of a wide range of systems types.
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