A Vision of Orkut´S Users: Studying this Phenomenon Through Cognitive Absorption

Mauri Leodir Löbler, Monize Sâmara Visentini, Vania de Fátima Barros Estivalete


This study aims to identify the influence that Cognitive Absorption has on the intention of using
Orkut. It happens due to the fact that Cognitive Absorption is related to the state of deep
involvement users carry with an individual task, performed with the support of Information
Technology (IT); it corroborates the study on this virtual community. Therefore, through
descriptive research with a quantitative character and with the aid of structural equations, 645
Orkut users were investigated. After the identification of suitability of all indexes tested and fit
for both constructs and the final model. The conclusion drawn is that Cognitive Absorption
explains the 41% intention of using Orkut, emphasizing that for this kind of IT the Cognitive
Absorption seems perfectly adequate to measure the Intention of Use.


Cognitive Absorption; Orkut; Information Technology; intention of use; structural equations

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DOI: http://dx.doi.org/10.4301/s1807-17752011000100003