Abstract:
This article reports on a test of an integrated voluntary information
technology use model that draws on social identity theory to
extend the functional utility model of the user. User feedback on a
health care insurance firm’s electronic service in South Africa was
analyzed qualitatively using pattern matching to test the model’s
propositions.While functional utility was found to be a significant
determinant of voluntary information technology use, both functional
utility and symbolic needs were significant for some user
segments. Information technology research can benefit from further
cross-fertilization with social identity theory to explain use
patterns in different voluntary contexts. Providers seeking tomove
beyond functional utility should consider the symbolic needs of
strategically important user segments to strengthen long-term relationships.
