Virtual Systems in Australia: A Study of Individual Users' Commitments and Usage

Abstract

This article empirically investigates the factors impacting users' commitment to virtual systems and how that commitment impacts usage of virtual systems in an Australian setting. Data were collected from a random sample representing the Australian Capital Territory using a structured questionnaire. A theoretical model is developed based on the extant literature and the relevant theoretical framework. Various statistical techniques, including multiple regressions, are employed in analyzing the data. The results show that individual factors (e.g., trust, usefulness, and image) and social factors (e.g., peers and virtual community) are the most significant predictors of commitment to virtual systems. However, technical aspects of virtual systems (e.g., system quality and information quality) are not significantly associated with commitment to virtual systems. These findings have important implications for both theory and practice of virtual systems. The article also identifies the limits and future direction of research in the field. © 2014 Copyright Taylor & Francis Group, LLC.