本期為大家介紹在管理等領域廣泛應用的理論模型——享樂動機系統接受模型（Hedonic-Motivation System
Adoption Model）。
什麼是享樂動機系統接受模型？
享樂動機系統接受模型（Hedonic-Motivation System Adoption Model ，簡稱HMSAM）是由Paul Benjamin Lowry等人對HMS模型的豐富和完善。該模型進一步解釋如何滿足人們的內在動機。與一些模型不同的是，HMSAM並不是簡單地通過感知享受來表示內在動機，而是通過一些更加複雜的CA結構，主要包括喜悅、控制、好奇心、專注的投入和暫時的分離。變數包含：感知易用性、感知有用性、好奇心、快樂、控制、使用行為意向、沉浸。
模型圖：
模型出處：
Lowry, P. B., Gaskin, J., Twyman, N.
W., Hammer, B., & Roberts, T. L.
(2013). Taking ‘fun and games’ seriously: Proposing the
hedonic-motivation system adoption model (HMSAM). Journal of the Association for Information Systems, 14(11),
617–671.
模型變數:
1.
自變數：感知易用性 。
2.
中介變數：感知有用性、好奇心、快樂、控制。
3.
依變數：使用行為意向、沉浸。
享樂動機系統接受模型認為一個人做出某種行為受到以下要素影響：
◆好奇心(Curiosity)
定義：個人對使用一個系統的好奇程度。
EX：我會好奇手機支付是如何完成付款功能的。
◆快樂(Joy)
定義：個人對使用一個系統的愉悅程度。
EX：我認為用手機付款是有趣的。
◆控制(Control)
定義：個人對使用一個系統的控制程度。
EX：我認為我可以掌握手機支付系統的操控方式
◆使用行為意向(Behavior Intention to Use)
定義：個人意願去完成特定行為的可測量程度。
EX：我每週都會使用到手機支付。
◆沉浸(Immersion)
定義：個人在進行活動時完全投入情境當中。
EX：我每次玩手遊都覺得時間過的很快。
文章推薦
本期，為大家推薦2篇享樂動機系統接受模型的英文期刊論文，觸類旁通，總有一篇啟發你的學術靈感！
Taking “Fun and
Games” Seriously: Proposing the Hedonic-Motivation System Adoption Model
(HMSAM)
Lowry, P. B., Hammer, B., Gaskin, J. E., Roberts,
T. L., & Twyman, N. W. (2013)
Journal of the Association for Information Systems,
14(11), 617-671.
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.
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 improve the understanding of HMS adoption. Instead
of a minor, general TAM extension, HMSAM is an HMS-specific system acceptance
model based on an alternative theoretical perspective, which is in turn
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 of 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
Exploring
Willingness to Pay for QR Code Labeled Extra-Virgin Olive Oil: An Application
of the Theory of Planned Behavior
Lombardi, A., Carfora, V., Cicia, G., Giudice, T.
D., Lombardi, P., & Panico, T. (2017).
International Journal on Food System Dynamics, 8
(1), 14-31.
Keywords: Mobile marketing; QR code; Olive oil;
Theory of Planned Behavior
Abstract
Quick Response Code (QR code) is the representative
device of a particular branch of marketing called mobile marketing. The code is
found throughout various productive sectors, including the agro-food sector.
This work investigates whether consumers are willing to pay a premium price for
extra information on a bottle of extra-virgin olive oil (EVOO) by means of the
QR-code. Based on data collected from 1006 interviews conducted in Italy, we
implemented the Theory of Planned Behavior (TPB) model to ascertain the factors
that could influence consumer’s willingness to pay (WTP) for extra QR code
information. Empirical results show the influence of attitudes, subjective
norms and consumer personal characteristics such as mavenism and motivation for
shopping (utilitarian vs. hedonic motivation) in explaining willingness to pay
for a bottle of QR code labeled olive oil.
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