COMPUTER SELF-EFFICACY AND INTERNET USE: THE CASE OF AOL INSTANT MESSENGER

摘要

AOL Instant Messenger is a unique chat-type Internet resource that is widely used, and frequently showcased in AOL promotions as a competitive edge over other ISP offerings. AOL managers are concerned about Instant Messenger’s ease of use for new customers, and this study investigates Instant Messenger on dimensions of self-efficacy, perceived usefulness and behavioral intention to use the utility. Results suggest that perceived self-efficacy for use of Instant Messenger is a critical aspect of motivating usage. With AOL launching an enterprise version of the Instant Messenger application, perceived user capabilities to learn and effectively utilize the utility becomes not only an aspect of consumer marketing, but represents an emerging managerial IT decision issue.