Internet messaging: An examination of the impact of attitudinal, normative, and control belief systems

While instant messaging (IM) has been very popular among teenagers and college students for social and recreation communication, its use in corporate settings has been limited. We examined the factors that influence the intention to use and actual use of IM. A research model was developed based on diffusion of innovation and Socio-psychological theories. The model examined the influence of seven variables in three belief structures (the attitudinal, normative, and control). The model was empirically validated using a field survey of 349 respondents. The results indicated that five of the seven variables explained about 41% of the variance in the intention to use IM. The five significant variables were: utilitarian beliefs, hedonic beliefs, subjective norms, critical mass, and ease of use. Affiliation motivation was not significant and social belief had a negative impact on intention. As expected, intention to use had a significant influence on actual usage.