Use and gratification in e‐consumers
将娱乐和烦躁等使用与满足因素融入技术接受模型，研究台湾大学生对B2C网站的使用意愿，发现娱乐满足和烦躁体验是重要预测因素。
Purpose The purpose of this paper is to present a conceptual model based on technology acceptance with extended antecedent variables (entertainment and irritation) to examine the impact of use and gratification on e‐consumers' acceptance of B2C Websites. Design/methodology/approach Data were collected from a total of 238 EMBA and undergraduate students from three different Taiwan universities. Structural equation modeling (SEM) was used to evaluate the conceptual model in terms of overall fit, explanatory powers and causal links. Findings The analytical results showed that entertainment gratification, irritation surfing experience (mass medium), perceived usefulness and ease of Web use (information systems) are important predictors of e‐consumers' use intention. The integrated model was then assessed for variance in explanatory power regarding consumer attitude and intention toward B2C Websites. Practical implications Intention to use the Web is the predictor of actual use, purchase and information‐seeking behaviors in e‐consumers. Creating entertaining content and reducing distracting processes can enhance acceptance of B2C Websites. Originality/value A theoretical model incorporating U&G constructs into a technology acceptance model was used to investigate e‐consumer behavior in Taiwan. Although ease of use and usefulness are perceived as important issues in traditional IS environments, U&G provides managers with a different perspective.