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Integrative Model of Web User Experience: Insights from Technology Acceptance Theory

This paper presents an integrative model for assessing web user experience through the lens of the Technology Acceptance Model (TAM). It explores how a user's perceptions of a system—specifically perceived usefulness and perceived ease of use—affect their behavioral intentions and actual usage. Conducted with 210 participants across 10 websites in online bookshops and travel agencies, the study found high reliability in measurements and a significant influence of perceived usefulness on user intentions. It discusses implications for improving interactive system design and highlights research limitations.

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Integrative Model of Web User Experience: Insights from Technology Acceptance Theory

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  1. An Integrative Model on Web User ExperienceMahlke, S. (2005)IADIS International Conference on WWW/Internet 2005 Presented by Danielle Hyunsook Lee

  2. Technology Acceptance Model • Behavioral intentions to use are determined by user’s perception toward using the system and behavioral intentions to use lead to actual system use. • Generalized model for various information systems. • Based on the Theory of Reasoned Action and suggested by Davis (1986). 23:3 Perceived Usefulness 38:7 16:1 Behavioral Intension Actual Usage 43:7 18:12 Perceived Ease of Use 17:6 Sun, H. & Zhang, P. (2006) The role of moderating factors in user technology acceptance, International journal of Human-Computer Interaction, 64, pp.53 ~ 78

  3. User Experience Model Perceived Ease of Use • Perceived ease of use and perceived usefulness are defined in Davis’s Technology Acceptance Model (1989). • Hedonic quality is defined in Hassenzahl (2001). • Visual attractiveness is from v. d. Heijden’s (2003). Perceived Usefulness System Quality Behavioral Intension Actual Usage Perceived Hedonic Quality Perceived visual attractivenes

  4. Introduction • Research Purpose • To describe the user experience of a single interactive system • Helpful to identify why a particular system may not yield to a suggested user experience • Pursue appropriate corrective steps in design

  5. Partial questions to be asked out of 24 items

  6. Research Design • 210 Particants • 10 websites from two domains, online bookshops and travel agency. • After using the randomly chosen site for 10 minutes, participants were asked to answer research questions in questionnaire. • Analysis method: Cronbach alpha, Factor Analysis and Regression Analysis

  7. Research Result • All measurement scales showed high reliability with Cronbach alpha coefficients higher than 0.88. • In factor analysis, PU, PEOU, HQ and VA explain approx. 79% of the total variance. • Regression Analysis

  8. Conclusion & Discussion • Four experience aspects consistently and mostly independently. • Perceived usefulness has a main influence on the intention. • Research limitation • No controlled variation of systems • Other consequences like emotional outcomes, judgments, etc. were not studied.

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