Taking ‘Fun and Games’ Seriously: Proposing the Hedonic-Motivation System Adoption Model (HMSAM)

Abstract

Hedonic-motivation systems (HMS) — systems used primarily to fulfill users’ intrinsic motivations — are the elephant in the room for IS research. Growth in HMS sales has outperformed utilitarian-motivation systems (UMS) sales for more than a decade, generating billions in revenue annually; yet IS research focuses mostly on UMS. In this study, we explain the role of intrinsic motivations in systems use and propose the Hedonic-Motivation System Adoption Model (HMSAM) to increase understanding of the adoption of HMS. Instead of a minor, general TAM extension, HMSAM is a HMS-specific system acceptance model grounded in an alternative theoretical perspective grounded in flow-based cognitive absorption (CA). The HMSAM extends van der Heijden’s (2004) model of hedonic system adoption by including CA as a key mediator of perceived ease of use (PEOU) and behavioral intentions to use (BIU) hedonic-motivation systems. Results from experiments involving 665 participants confirm that in a hedonic context, CA is a more powerful and appropriate predictor of BIU than PEOU or joy, and that the effect of PEOU on BIU is fully mediated by CA sub-constructs. This study lays a foundation, provides guidance, and opens up avenues for future HMS, UMS, and mixed-motivation system research.

Keywords: Hedonic-motivation system adoption model (HMSAM), technology acceptance model, cognitive absorption, immersion, hedonic-motivation systems, utilitarian-motivation systems, mixed-motivation systems, gaming, intrinsic motivation, extrinsic motivation