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Generation Y Adoption of Instant Messaging: An Examination of the Impact of Social Usefulness and Media Richness on Use Richness

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4 Author(s)
Murugan Anandarajan ; Department of Management, LeBow College of Business, Drexel University, Philadelphia ; Maliha Zaman ; Qizhi Dai ; Bay Arinze

By integrating Media Richness Theory, Channel Expansion Theory, and the Technology Acceptance Model (TAM), we study the postadoption use behavior of instant messaging. We developed the construct “use richness” as a measure of the extent to which users use the media communication capacity after adoption and proposed a conceptual model of the antecedents of use richness. Through a field survey with 272 valid responses and structural equation modeling, we empirically tested our model and found that use richness is positively affected by perceived media richness, perceived usefulness, and perceived social usefulness.

Published in:

IEEE Transactions on Professional Communication  (Volume:53 ,  Issue: 2 )