A VISION OF ORKUT′S USERS: STUDYING THIS PHENOMENON THROUGH COGNITIVE ABSORPTION

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