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Authors: Saokosal Oum(1) , DongWook Han (2)
(1) email@example.com (S. Oum), Tel.: +855 12 252 752
National Polytechnic Institute of Cambodia
(2) firstname.lastname@example.org (D. Han). Tel.: +82 63 220 2229; fax: +82 63 220 3071.
School of Smart Media, Jeonju University
Expert Systems with Applications 38 (2011), page. 15110–15121
Up to now UCC services have been dominating the majority of the internet trafﬁc, yet the answers to what motivates people to participate in the UCC services still remain vague and unclear. It is the motivation to ﬁnd these answers that lead to this study. We adopted technology acceptance model (TAM) to our model and examined the effects of external variables—social identity, telepresence, altruism, perceived playfulness and social trust. Data was collected from undergraduate students in Jeonju University, South Korea, who had experience in UCC. The ﬁndings showed that social trust and perceived playfulness play a pivotal role in explaining the individual’s behavioral intention to participate in UCC services. Also, perceived encouragement was found to have signiﬁcant inﬂuence on social trust instead of its direct effect on the intention to participate in UCC services. Additionally, social identity and telepresence were the most important factors of perceived encouragement. This implication can help both researchers and Web practitioners to better understand user behavior in UCC context.