This dissertation describes a study of the behaviors associated with the concept of transmutability: the characteristic of digital information goods such that they are easily modified and re-used, as a consequence of the digital media in which they are embodied, and the power of information technology (IT). The modern computer-using consumer has both access to digital information goods and the IT to manipulate them, and such transmutation activity is widespread, particularly in the use of digital culture goods such as music, movies, television programs, and computer games. This project attempts to address the question of whether and in what ways consumers who exhibit the new transmutation behaviors differ significantly from those who do not, and from each other based on the specific activities pursued. The theoretical basis for the study is the Ability-Motivation-Opportunity (AMO) framework, which posits these three factors as determinants of Behavior. Motivation is considered the impetus towards a Behavior, which is then moderated by Ability and Opportunity. Here, the construct General Computer Self-Efficacy is used to represent Ability to transmute. The constructs Enduring Involvement and Innovativeness are used to represent Motivation, while Opportunity is represented by the notion of Information Endowment. A survey instrument is used to collect data from individual computer users on these constructs, to empirically test the hypotheses that Enduring Involvement and Innovativeness are positively related to transmutation behaviors, and that Computer Self-Efficacy moderates those relationships. Results suggest that consumers who transmute do in fact differ from non-transmuters, in that the transmuters tend to be more interested in digital culture products, and to be more interested in creating new ideas. Transmuters and non-transmuters also differed in terms of their computer skills, which appear to play an important role in influencing the ability of consumers to actually engage in transmutation activities.
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