ease of use and usefulness are believed to be funadamental in determining the acceptance and use of various, corporate ITs.
These belisfs, however, may not explain the user's behavior toward newly emerging ITs, such as the www.
In this study, we introduce playfulness as a new factor that reflects the user intrinsic belief in www acceptance.
usind it as an intrinsic motivation factor, we extend and empirically validate the technology acceptance model for the www context