Extending the TAM for a World-Wide-Web context

Ease of use and usefulness are believed to be fundamental in determining th e acceptance and use of various, corporate ITs. These beliefs, however, may not explain the user's behavior toward newly emerging ITs, such as the Wor ld-Wide-Web (WWW). In this study, we introduce playfulness as a new factor that reflects the u ser's intrinsic belief in WWW acceptance. Using it as an intrinsic motivati on factor, we extend and empirically validate the Technology Acceptance Mod el (TAM) for the WWW context. (C), 2001 Elsevier Science B.V. All rights re served.