Theoretical framework to predict artists’ intention to use a professional networking service (PNS) for creatives, using an adaptation of TAM

Abstract

The current study originally set out to investigate the variables leading artists to use a non existing professional networking platform (PNS) specific to the artistic world. However, the lack of a working prototype has shifted its focus towards analyzing artists adoption behavior regarding The Dots, an existing PNS catering to the artistic world. The study analyzed the relationships between a set of constructs taken from the literature on technology acceptance, political skills and career success. An investigation on artists that were not current users of the platform was also carried out, to uncover potential differences in the constructs leading to the platform’s adoption driven by previous experience having used the platform. Overall, a quali quantitative analysis constituted the backbone of this study. Two sets of questionnaires were sent to a sample of current users and non-users of the platform and results were analyzed through regressions. Semi-structured interviews then supported the quantitative analysis and suggested potential explanations for the hypotheses that were not supported by the model. The study confirmed the direct effect of perceived usefulness and computer playfulness on behavioral intention. The most important contribution of this research was to suggest that perceived usefulness and computer playfulness have a direct positive effect on behavioral intention to adopt the platform, whereas trust, networking ability, protean career orientation, and perceived ease of use do not play a role in shaping individuals’ intention. Implications, avenues for future research and limitations are discussed.

Date of Award	21 Oct 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Cotter Salvado (Supervisor)