Sustainability, Vol. 11, Pages 5723: Extension of TAM by Perceived Interactivity to Understand Usage Behaviors on ACG Social Media Sites (Sustainability)

Social media sites, as participatory artistic online platforms, have become popular spaces for amateur artists to exchange the creative artefacts of animation, comics and games (ACG) with others. Online social media platforms for ACG amateur artists offer interactive features for communication, information exchange and distance learning to facilitate connections among amateur artists worldwide. However, not too much of the available research has regarded investigating the determinative factors of ACG users’ behavior on social media. By integrating aspects of perceived interactivity and users’ willingness to exchange information, this study formulated a concept model to investigate the prerequisite factors of users’ “continuance use intention” on ACG social media sites. The snowballing method was used to recruit 367 participants who had experience in creating ACG works and using more than two ACG social media sites from the Japanese sub-cultural communities at a university in Northern Taiwan. The results of this study provided empirical evidence supporting perceived interactivity as a prerequisite factor for extending the technology acceptance model (TAM), perceiving interactivity, and supporting indicators such as continuance use intentions and the willingness to exchange information on ACG social media sites.