A Vision of Orkut’s Users: Studying this Phenomenon Through Cognitive Absorption

• Published in: Journal of Information Systems & Technology Management Vol. 8; no. 1; pp. 51 - 72
• Main Authors: Lobler, Mauri Leodir, Visentini, Monize Samara, Estivalete, Vania de Fatima Barros
• Format: Journal Article
• Language: English; Spanish; Portuguese
• Published: Sao Paulo TECSI - FEA - USP 2011; TECSI Information Systems and Technology Management, University of Sao Paulo; TECSI Laboratório de Tecnologia e Sistemas de Informação - FEA/USP
• Subjects: Communities; COMPUTER SCIENCE, INFORMATION SYSTEMS; Information systems; Information technology; Innovations; Internet; Management; Mathematical analysis; Mathematical models; Perceptions; Social networks; Social research; Tasks; Technology Acceptance Model; Virtual communities; Vision; structural equations; Orkut; intention of use; Cognitive Absorption; Information Technology
• ISSN: 1807-1775; 1809-2640; 1807-1775
• DOI: 10.4301/S1807-17752011000100003

This study aims to identify the influence that Cognitive Absorption has on the intention of using Orkut. It happens due to the fact that Cognitive Absorption is related to the state of deep involvement users carry with an individual task, performed with the support of Information Technology (IT); it corroborates the study on this virtual community. Therefore, through descriptive research with a quantitative character and with the aid of structural equations, 645 Orkut users were investigated. After the identification of suitability of all indexes tested and fit for both constructs and the final model. The conclusion drawn is that Cognitive Absorption explains the 41% intention of using Orkut, emphasizing that for this kind of IT the Cognitive Absorption seems perfectly adequate to measure the Intention of Use.