Personal web usage, that is, non-work-related use of the Internet for personal purposes during work hours, is a pervasive behavior observed in the daily work environment. U.S. companies have implemented several countermeasures to cope with personal Web usage, but those measures have not successfully mitigated this behavior. Considering the significance of personal Web usage, we need to understand why personal Web usage is not alleviated in current organizations. The goal of this study is to present an empirical investigation of why employees continue personal Web usage based on an extended theory of planned behavior. We are particularly interested in how people's perceptions of moral dimensions contribute to personal Web usage, recognizing that our work environment becomes more Web-embedded. We conducted a field survey of 426 U.S. business professionals and analyzed the data by using partial least squares. As a result, we demonstrate that an individual's attitude, subjective norm, denial of responsibility, self-efficacy, personal computer availability, seclusion of office, and workload are significant factors affecting personal Web usage. Interestingly, current organizational preventive efforts (e.g., Web-based activity monitoring and filtering systems and policies) and moral obligation are not as significant as we originally expected. Key implications for theory and practice are discussed.
