1. ¹Department of New Media Technology, MODUL University Vienna, Vienna, Austria
2. ²Project Management Competence Center, University of Applied Science FH BFI, Vienna, Austria
3. ³Department of Information Systems and Operations, Vienna University of Economics and Business Administration, Vienna, Austria

Correspondence: Astrid Dickinger, Department of New Media Technology, MODUL University Vienna, Am Kahlenberg 1, A-1190 Vienna, Austria. Tel: +43 1 320 3555 412; Fax: +43 1 320 3555 903; E-mail: astrid.dickinger@modul.ac.at

Received 24 February 2006; Revised 20 February 2007; Re-revised 5 November 2007; Re-revised 19 November 2007; Accepted 30 November 2007.

Abstract

The emergence of highly interactive media and the increased connectivity among people call for an investigation of usage behaviour of those media. People tend to rely heavily on peer-to-peer interaction influencing the adoption of new media formats that enhance this interactivity. The first explorative phase of this research consists of interviews with experts and focus groups and builds the basis of the proposed framework and measurement model. Then, a Structural Equation Modelling approach is used to assess the relative importance and the strength between different constructs, including perceived enjoyment, social norm, usefulness, ease of use and intention to use. The results indicate that perceived enjoyment and social norm are important antecedents for the adoption of technology with network externalities.