Intrinsic & Extrinsic Motivation - Davis et al. (1992)

Theory Publication Information

Citation Information

Why Was the Model Created?

Davis, Bagozzi, and Warshaw extended the Technology Acceptance Model (TAM) to incorporate motivational psychology, addressing a theoretical gap in understanding what actually drives continued technology use. While earlier TAM research focused primarily on perceived usefulness and perceived ease of use, this extension recognized that user motivation operates on two distinct psychological dimensions: extrinsic motivation (using technology as a means to achieve desired outcomes) and intrinsic motivation (using technology because the activity itself is enjoyable).

The authors recognized that accepting a technology and actually using it are distinct outcomes driven by different motivational structures. Particularly, they theorized that perceived enjoyment - an intrinsic motivation factor - had been underemphasized in prior acceptance research despite its importance in sustained usage patterns. Organizations deploying expensive systems needed frameworks predicting not just initial adoption but ongoing utilization and enthusiastic engagement.

Building on motivational theories from psychology, the authors conducted empirical research with 200 MBA students using two software applications to test whether intrinsic motivation independently predicts usage intentions above and beyond extrinsic motivation variables. Their findings demonstrated that enjoyment significantly predicts computer usage intentions, opening new theoretical directions for understanding technology adoption as a function of both practical utility and experiential pleasure.

Core Concepts and Definitions

The intrinsic-extrinsic motivation extension operationalizes five primary constructs:

• Perceived Usefulness (Extrinsic): The degree to which users believe a system enhances job performance and productivity. This extrinsic motivation reflects instrumental value - using technology to accomplish work tasks effectively.
• Perceived Ease of Use: The degree to which users perceive the system is easy to learn and operate. In this model, PEOU operates as an antecedent whose effects on intentions are fully mediated by usefulness and enjoyment.
• Perceived Enjoyment (Intrinsic): The extent to which users find the activity of using the system to be inherently fun or pleasurable independent of performance consequences. This intrinsic motivation reflects experience quality and hedonic aspects.
• Attitude Toward Using the System: Overall favorable or unfavorable evaluations of using the technology, predicted by usefulness, ease of use, and enjoyment beliefs.
• Behavioral Intention to Use: User likelihood of continuing to use the system, predicted by attitudes and perceived usefulness through both intention-normative and intention-affective pathways.

What Does the Model Measure?

Davis, Bagozzi, and Warshaw (1992) extend TAM by adding an intrinsic-motivation construct. Core measured constructs:

• Perceived Usefulness (PU) - extrinsic motivator: Degree to which a person believes using the system will enhance job performance. Standard TAM Davis (1989) 6-item Likert scale.
• Perceived Enjoyment (PE) - intrinsic motivator: Extent to which using the system is perceived to be enjoyable in its own right, apart from instrumental consequences. Typically measured via items assessing fun, entertainment, or enjoyment of the activity itself.
• Perceived Ease of Use (PEOU): Standard TAM belief construct.
• Behavioral Intention / Future Usage Intent: Self-reported intent to use the system.

Davis, Bagozzi, and Warshaw (1992) report a workplace field study distinguishing workplace task performance (driven by PU) from workplace enjoyment (driven by PE). The Perceived Enjoyment scale has been adopted widely in subsequent research on hedonic information systems (e.g., Van der Heijden, 2004) and in TAM3 (Venkatesh & Bala, 2008) as a determinant of perceived ease of use.

Preceding Models or Theories

The Davis et al. extension built systematically upon multiple foundational frameworks:

• Original Technology Acceptance Model (Davis, 1989): Proposed that perceived usefulness and perceived ease of use predict attitudes and intentions to use information systems, with supporting evidence in the original TAM study.
• Intrinsic motivation theory (Deci & Ryan): Provided psychological foundations showing that intrinsic motivation is a distinct motivational force from extrinsic reward structures.
• Hedonic motivation research: Grounded the concept that pleasurable experiences independently drive behavior separate from utilitarian outcomes.
• Theory of reasoned action (Fishbein & Ajzen): Provided the attitudinal framework showing beliefs predict attitudes which predict behavioral intentions.
• Self-determination theory (Deci & Ryan): Offered psychological theorizing that humans have basic needs for autonomy, competence, and relatedness driving behavior.

Describe The Model

The model proposes that usage intentions are determined by two distinct psychological pathways operating simultaneously. The extrinsic pathway operates through perceived usefulness, perceived ease of use, and attitudes - representing rational evaluation of instrumental benefits. The intrinsic pathway operates through perceived enjoyment influencing attitude and behavioral intentions - representing emotional and experiential motivations. Both pathways have significant effects, with perceived enjoyment showing direct effects on intentions even controlling for attitudes.

What does the model measure?

• Extrinsic motivation beliefs: Perceived usefulness and ease of use capturing rational, instrumental motivations for technology adoption.
• Intrinsic motivation beliefs: Perceived enjoyment capturing emotional, hedonic, and experiential quality of technology interaction.
• Affective responses: Attitudes toward the system reflecting combined influence of usefulness, ease of use, and enjoyment beliefs.
• Behavioral intentions: Direct intentions to use the system predicted by both rational and emotional motivations.

Main Strengths

• Theoretical integration: Synthesizes information systems acceptance frameworks with psychological motivation theory, bridging two literatures.
• Motivation duality recognition: Acknowledges that technology adoption is driven by both practical utility and experiential pleasure, not utility alone.
• Empirical support for enjoyment: Provides robust evidence that perceived enjoyment independently predicts intentions controlling for usefulness and ease.
• Dual-pathway structure: Shows that both extrinsic and intrinsic motivation matter, with neither completely mediating the other.
• Clean methodological design: Tested model with two software applications (an information system and a word processor) demonstrating generalizability across system types.
• Student and professional validation: Used MBA student sample representing business professionals with relevant work experience.
• Mediation pathway analysis: Examined both direct and indirect effects showing complex motivational structures.

Main Weaknesses

• Limited sample diversity: 200 MBA students from single university may not represent diverse professions, industries, and organizational contexts.
• Narrow application contexts: Two software systems (both business-focused) limit generalization to other technology categories like entertainment or social systems.
• Measurement limitation: Enjoyment may be system-specific; entertainment software might show stronger enjoyment effects than complex business systems.
• Short-term focus: Cross-sectional design captures intentions rather than actual sustained usage over time or adoption trajectories.
• Self-report bias: All measures relied on self-reported beliefs and intentions rather than objective system usage logs or behavior tracking.
• Unexplored moderators: Did not examine whether intrinsic-extrinsic balance differs across user experience levels, task types, or organizational contexts.
• Construct overlap concerns: Perceived ease of use and perceived enjoyment may share variance not fully separated in measurement.

Key Contributions

• Hedonic motivation integration: Argued and reported evidence that technology adoption involves both utility (extrinsic) and pleasure (intrinsic) motivations rather than utility alone.
• Enjoyment as adoption driver: Provided empirical evidence that perceived enjoyment directly predicts usage intentions independent of usefulness.
• Expanded TAM theoretical reach: Extended the Technology Acceptance Model beyond rational decision-making to include emotional and affective dimensions.
• Motivation psychology bridge: Connected established motivational psychology literature (intrinsic-extrinsic distinction) to information systems acceptance.
• Dual-pathway conceptualization: Articulated how rational and emotional motivations operate as distinct but related paths to usage intentions.
• Practical implications: Provided guidance that system designers should consider both utility and enjoyment in creating systems users will embrace.

Internal Validity

The researchers employed rigorous measurement and analysis procedures:

• Multi-item scales: Operationalized each construct using multiple survey items rather than single indicators, allowing measurement error assessment.
• Reliability testing:Reported Cronbach’s alpha coefficients for all scales, with most exceeding .80 threshold, demonstrating internal consistency.
• Discriminant validity: Provided correlation matrices and confidence intervals showing constructs are distinct (e.g., enjoyment separate from usefulness).
• Path analysis with SEM: Used structural equation modeling allowing simultaneous testing of measurement and structural models.
• Cross-system replication: Tested model with two different software applications, showing consistent effects across contexts.
• Significance testing: Reported standardized path coefficients, standard errors, and t-statistics for hypothesis testing.

External Validity

External validity claims and limitations require careful consideration:

• Student sample limitation: MBA students may be more computer-proficient and motivated than average workforce, potentially amplifying enjoyment effects.
• Business software focus: Two productivity applications may not generalize to entertainment systems, social media, or specialized professional software.
• Laboratory-like contexts: University computing lab settings lack organizational pressures, mandatory usage requirements, and real job integration.
• Cross-system consistency: Replication across two applications provides modest generalization evidence, though both remained business-focused systems.
• Theoretical generalizability: The intrinsic-extrinsic distinction is grounded in well-established motivation psychology, suggesting broader applicability.
• Temporal generalizability: Cross-sectional design at single time point limits understanding of whether enjoyment effects persist over extended usage periods.

Relevance to Technology Adoption

The intrinsic-extrinsic motivation framework is directly relevant to technology adoption because it identifies distinct barriers rooted in different motivational deficits. Organizations implementing systems that satisfy either extrinsic (practical utility) or intrinsic (enjoyable experience) motivations show improved adoption outcomes.

Barriers to Technology Adoption Identified

• Low perceived usefulness: Users viewing systems as not improving job performance or productivity show reduced usage intentions regardless of enjoyment.
• High perceived complexity: Systems perceived as difficult to learn and operate create ease-of-use barriers reducing both attitudes and intentions.
• Lack of perceived enjoyment: Systems designed as purely functional without any pleasurable interaction experience create adoption friction.
• Negative user experience: Cumbersome interfaces, frustrating error handling, and unintuitive workflows undermine intrinsic motivation.
• Disconnection from job tasks: When users perceive systems as tangential rather than central to their actual work, usefulness perceptions decline.
• Absence of playfulness: Highly utilitarian systems without any engaging, pleasant, or gamified elements lose the intrinsic motivation component.

Leadership Actions the Model Prescribes

• Establish clear use case fit: Communicate explicitly how systems improve job performance, save time, or enhance effectiveness to build usefulness perceptions.
• Optimize user experience design: Ensure systems are intuitive, responsive, and pleasant to interact with, reducing complexity barriers.
• Incorporate engaging elements: Add gamification, visual appeal, or pleasurable interaction patterns that build intrinsic motivation.
• Provide comprehensive training: Reduce perceived ease-of-use barriers through hands-on practice, clear documentation, and accessible support.
• Demonstrate tangible benefits: Show real examples of productivity gains, time savings, or improved outcomes to strengthen usefulness beliefs.
• Create positive first experiences: Ensure initial interactions are smooth and successful, building positive attitudes and enjoyment perceptions.
• Balance utility and experience: Recognize that systems need both practical value (extrinsic) and pleasant experiences (intrinsic) for strong adoption.

Following Models or Theories

The Davis et al. motivation extension directly shaped subsequent technology adoption research:

• Task-Technology Fit extensions (Goodhue & Thompson, 1995): Incorporated hedonic fit alongside utilitarian task-technology fit recognition.
• TAM 2 and TAM 3 models (Venkatesh & Bala): Expanded perceived usefulness antecedents to include social influence and cognitive experience factors.
• Unified Theory of Acceptance and Use of Technology (UTAUT): Included both utilitarian (performance expectancy) and hedonic (hedonic motivation) dimensions.
• Flow theory in technology (Csikszentmihalyi-based research): Extended intrinsic motivation investigations to examine optimal experience in system use.
• Gamification in technology adoption: Applied intrinsic motivation principles to design game-like elements improving engagement and adoption.

References

1. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.↩︎ https://doi.org/10.2307/249008
2. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x

Further Reading

1. Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. Plenum Press.
2. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
3. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. Harper & Row.
4. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540
5. Goodhue, D. L., & Thompson, R. L. (1995). Task-technology fit and individual performance. MIS Quarterly, 19(2), 213-236. https://doi.org/10.2307/249689
6. Ryan, R. M., & Deci, E. L. (2000). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary Educational Psychology, 25(1), 54-67.

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