Anandarajan, Murugan et al.: “Generation Y Adoption of Instant Messaging: An Examination of the Impact of Social Usefulness and Media Richness on Use Richness”
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Anandarajan, Murugan et al. “Generation Y Adoption of Instant Messaging: An Examination of the Impact of Social Usefulness and Media Richness on Use Richness.” IEEE Transactions on Professional Communication 53.2 (2010): 132-143. Web.
The objective of this paper is to examine the acceptance of IM from the perspective of the Gen-Y population, looking, in particular, at IM use after initial adoption. Drawing on the theories of media richness and channel expansion, we argue that IM users vary in how and to what extent they exploit the features of the technology, and we propose the concept of USE RICHNESS to represent such variation in postadoptive usage of IM. Furthermore, we propose that use richness is influenced by three antecedents, namely, perceived usefulness, perceived social usefulness, and perceived media richness. In this study, we distinguish between PERCEIVED SOCIAL USEFULNESS, which refers to the usefulness of the technology for social tasks and PERCEIVED USEFULNESS, which refers to the usefulness for work tasks in the Technology Acceptance Model (TAM). (132)
Literature Review and Hypotheses Development
Defines Technology Acceptance Model (TAM). Hypothesize that after adoptions, users will employ various functions of IM in various ways.
Perceived Media Richness and Use Richness
Media Richness Theory (assesse interpersonal communication media with their capability to facilitate shared understanding)
Perceived Media Richness: IM richer more synchronous than earlier forms of CMC. Media richness important dimension of IM.
Use Richness: Users will differ in how they employ various IM features. Three points: first, construct for postadoptive system use; second, use richness construct is reconceptualization fo system use in the context of CMC (134); third, in the concept of CMC, MRT and CET provide theoretical bases for definition and measurement.
Leads to hypothesis: Perceived media richness has a positive effect on use richness.
Perceived Usefulness, Perceived Social Usefulness, and Perceived Ease of Use: When think it does more, uses it more.
Leads to hypothesis: Perceived usefulness will have a positive effect on use richness.
IM as social technology shapes behaviors
Leads to hypothesis: Perceived social usefulness will have a positive effect on use richness.
Leads to hypothesis: Perceived ease of use will have a positive effect on the perceived usefulness of IM.
Leads to hypothesis: Perceived ease of use will have a positive effect on the perceived social usefulness of IM.
Leads to hypothesis: Perceived media richness of IM will have a positive effect on perceived social usefulness of IM.
Sample and Procedure: Online survey, snowball sample. Posted to website for MIS undergrad class. Survey respondents had to be Gen-Y IM survey users. Received EC for effort.
Measurements: Based on previously validated inventories.
Data Analysis and Results
Tested model using structural equation modeling (SEM). Constructs measured with multiple indicators to reduce bias effects. Examined correlations.
Measurement Model: stats to demonstrate adequate reliability, convergent validity, and discriminant validity
Structural Model: Tested. All hypotheses supports.
Research model demonstrated good fit. All hypotheses were supported and consistent.
Implications for Research and Practice: Effect on workplace use and suppositions. Organizational behavior research.
Limitations and Future Research: Young respondents and popularity of IM research. Only on one type of IM. Operationalization of variables can be strengthened. Data are cross-sectional (at one point in time); perceptions may change. Snowball sampling may bring about bias.