Information technology (IT) adoption research recognizes theoretical limitations in discerning if and when user behavior results from perceived external influences or from personal volition. A clear understanding of this issue requires a precise distinction between mandatory and volitional behaviors. Consistent with organismic integration theory (OIT), this study situates the locus of user motivations inside the user. Drawing upon an endogenous view of behaviors, this research makes three key contributions. First, it develops the theoretical basis for clearly discerning if and when behavior results from perceived external influences or from personal volition. Specifically, it examines how endogenous psychological feelings of autonomy, freedom, conflict, and external pressure can predict and explain user intentions. Second, it proposes that behavior may result from combinations of perceived external influences and personal volition. Recognizing how such "collections of motivations" together influence behavior advances our understanding beyond the "dichotomy" of extrinsic versus intrinsic motivations often adopted in prior research. Third, it proposes that some desired behaviors may be thwarted or impeded by a conflict between perceived external influences and personal volition. The theoretically grounded research model was empirically validated in a field study on Blackboard, a Web-based education platform at a large university. Data collected from a sample of 211 users were tested using structural equation models of initial system adoption and experienced use. Empirical support was found for the proposed model and related hypotheses. The results of this study advance our understanding about user motivations for adopting IT.
In recent years, several organizations have implemented nonmandatory information and communication systems that escape the conventional behavioral logic of understanding acceptance and usage from a normative perspective of compliance with the beliefs of others. Because voluntary systems require users' volitional behavior, researchers have traced recent implementation failures to a lack of user commitment. However, gaps in our understanding of volitional usage behavior and user commitment have made it difficult to advance theory, research, and practice on this issue. To validate a proposed research model, cross-sectional, between-subjects, and within-subjects field data were collected from 714 users at the time of initial adoption and after six months of extended use. The model explained between 44.1 percent and 58.5 percent of the variance in adoption and usage behavior based upon direct effects of user commitment. Findings suggest that user commitment plays a critical role in the volitional acceptance and usage of such systems. Affective commitment--that is, internalization and identification based upon personal norms--exhibits a sustained positive influence on usage behavior. In contrast, continuance commitment--that is, compliance based upon social norms--shows a sustained negative influence from initial adoption to extended use. Theory development based upon Kelman's social influence framework offers new empirical insights about system users' commitment and how it affects volitional usage behavior.