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Abstract

Understanding users' attitudes and perceptions and their influence an behavior is crucial to predict the use of community information and communication technology. In this study, the authors attempt to uncover this process by elaborating an I. Ajzen's (1985, 1991) theory of planned behavior (TPB), a widely applied social behavior model. The developed structural equation model (SEM) was tested using a sample of 417 users of a community network. The final selected model, which was called the community network use model, included seven predictors of use: three behavioral beliefs (i.e., Learning, Social Interactions, and Community Connection), Normative Beliefs Individuals, Attitude, Subjective Norm, and Intention. In particular, Intention moderated the relationships between Use and the other six variables. Further, beliefs in both Community Connection and Social Interactions were directly related to community network use, as was Attitude. Belief in Community Connection was indirectly and positively related to community network use via Intention; Belief in Community Connection was directly and negatively related to Use. These latter two findings suggest that Belief in Community Connection serves as both a facilitator and inhibitor of community network use depending an whether belief is followed by intention. Implications are discussed.

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Abstract

In this study a perceived gap between the ideal and the reality of a community network (CN) is examined. Most proponents of CNs state that building a better physical community is their major service goal. However, there has been a concern that citizens might use the service simply as a means to connect to the Internet rather than as a means to connect to their communities. Using a survey research method (n = 213), users' perceptions of community aspects of CN service and the influence of such perceptions an their use were investigated. User demographics and alternative service accessibility were also examined as predictors of use. The present study found that the respondents were using the service mainly for general Internet features. More than two thirds of the respondents were not aware of the community content aspect of the service. Approximately 20% of respondents were identified as those whose perceptions of the community aspects actually affected their use of the service. They were both aware of community contents and using an additional Internet service provider. Findings suggest that the providers did not fully communicate the community aspects of the service with the users, while the user perception of community aspects is a key to further promotion of the service.