Persuasiveness Web 2.0 in Behavioral Intention: A Conceptual Model

The use of the web 2.0 technology as a work tool or communication tool in individual activities grow significant and has begun to be also used in the organization. The Web 2.0 technology is not just an information technology system but also a social technology, which is still a debate of factors that can influence it. Aspects of social interaction owned by this technology impact on the behavior and attitude of the users. This research proposes a conceptual model intervention of persuasive technology that explains what the factor affect the users? Behavioral intention to use technology in an organization. This study reviews of the web 2.0 technology by using Theory of Planned Behavior and Behavior Change Support Systems to analysis its persuasiveness. In this research will be tested persuasive system design model that has a significant impact on perceptions of persuasion and system usage. More specifically, the proposed model extends Theory of Planned Behavior with seven constructs namely, Perceived Ease of Use, Attitude Toward The Behavior, Perceived Usefulness, Social Influence, Subjective Norm, Self-Efficacy, Perceived Behavioral Control. This proposed model explain factors that affect the usage of the web 2.0 persuasive technology. It offers opportunities for future research in understanding the acceptance of persuasive technology.