Proposing the Interactivity-Stimulus-Attention Model (ISAM) to Explain and Predict Enjoyment, Immersion, and Adoption of Purely Hedonic Systems

Special Interest Group on Human-Computer Interaction Pre-ICIS Workshop (best-paper nomination), pp. 72-76, Montréal, December 8, 2007

7 Pages Posted: 7 Oct 2009

See all articles by Paul Benjamin Lowry

Paul Benjamin Lowry

Virginia Polytechnic Institute & State University - Pamplin College of Business

Nathan Twyman

University of Arizona - Department of Management Information Systems

James Gaskin

Brigham Young University - Marriott School; Case Western Reserve University - Department of Information Systems

Bryan Hammer

University of Arkansas - Department of Information Systems

Aaron Bailey

Hitachi Consulting

Tom Roberts

University of Kansas - School of Business

Date Written: 2007

Abstract

Traditional TAM research primarily focuses on utilitarian systems where extrinsic motivations chiefly explain and predict acceptance. We propose a theoretical model, ISAM, which explains the role of intrinsic motivations in building the user attention that leads to hedonic system acceptance. ISAM combines several theories with TAM to explain how interactivity acts as a stimulus in hedonic contexts — fostering curiosity, enjoyment, and the full immersion of cognitive resources. Two experiments involving over 700 participants validated ISAM as a useful model for explaining and predicting hedonic system acceptance. Immersion and PE are shown to be the primary predictors of behavioral intention to use hedonic systems. Unlike traditional utilitarian adoption research, PEOU does not directly impact BIU, and extrinsic motivations are virtually non-existent. The implications of this study extend beyond hedonic contexts, as users of utilitarian systems continue to demand more hedonic features and enjoyment is often more important than PEOU.

Keywords: Technology acceptance model (TAM), immersion, enjoyment, interactivity, curiosity, hedonic, utilitarian, gaming, adoption, behavioral intention to use, perceived ease-of-use, control, interactivity-stimulus-attention model (ISAM), flow, attention, stimuli

Suggested Citation

Lowry, Paul Benjamin and Twyman, Nathan and Gaskin, James and Hammer, Bryan and Bailey, Aaron and Roberts, Tom, Proposing the Interactivity-Stimulus-Attention Model (ISAM) to Explain and Predict Enjoyment, Immersion, and Adoption of Purely Hedonic Systems (2007). Special Interest Group on Human-Computer Interaction Pre-ICIS Workshop (best-paper nomination), pp. 72-76, Montréal, December 8, 2007 . Available at SSRN: https://ssrn.com/abstract=1482844 or http://dx.doi.org/10.2139/ssrn.1482844

Paul Benjamin Lowry (Contact Author)

Virginia Polytechnic Institute & State University - Pamplin College of Business ( email )

1016 Pamplin Hall
Blacksburg, VA 24061
United States

Nathan Twyman

University of Arizona - Department of Management Information Systems ( email )

AZ
United States

James Gaskin

Brigham Young University - Marriott School ( email )

United States

Case Western Reserve University - Department of Information Systems ( email )

United States

Bryan Hammer

University of Arkansas - Department of Information Systems ( email )

United States

Aaron Bailey

Hitachi Consulting ( email )

111 SW 5th Avenue
Suite 2730
Portland, OR 97204
United States

Tom Roberts

University of Kansas - School of Business ( email )

1300 Sunnyside Avenue
Lawrence, KS 66045
United States

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