Examination of cognitive absorption influencing the intention to use a virtual community

Abstract

Virtual communities have been considered as the most effective means of establishing new social relationships through Internet-based technology. Despite their importance to numerous Internet users, little attention has been paid to whether intrinsic motivations have a significant effect on user intention to use the virtual community. Using the virtual community as the target technology, this study extends the technology acceptance model (TAM) to examine the influences of cognitive absorption (defined as a state of deep involvement with the virtual community) on user beliefs (specifically, perceived usefulness and perceived ease of use) and behavioural intentions. Based on a survey of 172 community members, this study uses a structural equation modelling approach to investigate the research model. The results showed that cognitive absorption significantly affects behavioural intention through perceived usefulness and perceived ease of use of the virtual community. Finally, this study discusses the implications of these findings and offers directions for future research.