Cognitive Factors in Adoption of Instant Messaging: A Survey

This study investigates what cognitive factors affect the adoption of Instant Messaging. A theoretical model based on the Technology Acceptance Model within a cognitive perspective is developed, and a pilot study for an empirical analysis is conducted. A questionnaire is designed and uploaded to the professional research website. Through analysis using SEM, the key influencing factors are found including perceived usefulness, perceived ease of use, perceived enjoyment, perceived number of users. Then some recommendations are proposed to the internet companies based on the result.