Twitter Acceptance: The Role of Intrinsic Motivation

The aim of this study has been to investigate the process of acceptance and use of technology by users, focusing on the role of intrinsic and extrinsic motivation in determining it. The key role of user's motivation in determining the usage behavior has been already investigated from previous research, but they have not focused on the process of microblogging acceptance. On the contrary of other work tools, microblogging is an informal communication medium that allows to balance work and socially life. Therefore, we believe users that use this tool, and specifically Twitter, may be more intrinsically motivated than users that use other technologies. A survey methodology was used to gather data, whilst Partial Least Squares technique has been used to analyze them. Findings show that intrinsic and extrinsic motivation positively affect behavioral intention to Twitter use, but first is more explanatory variable than second.