Unified theory of

acceptance and use

The unified theory of acceptance and use of technology (UTAUT) is a t echnology

The first t hree are direct det erminant s of usage int ent ion and behavior, and t he fourt h is a direct
det erminant of user behavior. Gender, age, experience, and volunt ariness of use are posit ed t o
moderat e t he impact of t he four key const ruct s on usage int ent ion and behavior. The t heory was
developed t hrough a review and consolidat ion of t he const ruct s of eight models t hat earlier
research had employed t o explain informat ion syst ems usage behaviour (t heory of reasoned
act ion, t echnology accept ance model, mot ivat ional model, t heory of planned behavior, a
combined t heory of planned behavior/t echnology accept ance model, model of personal
comput er use, diffusion of innovat ions t heory, and social cognit ive t heory). Subsequent validat ion
by Venkat esh et al. (2003) of UTAUT in a longit udinal st udy found it t o account for 70% of t he
variance in Behavioural Int ent ion t o Use (BI) and about 50% in act ual use.[1]
 Application

Koivumäki et al. applied UTAUT t o st udy t he percept ions of 243 individuals in nort hern Finland
t oward mobile services and t echnology and found t hat t ime spent using t he devices did not
affect consumer percept ions, but familiarit y wit h t he devices and user skills did have an
impact .[2]

Eckhardt et al. applied UTAUT t o st udy social influence of workplace referent groups
(superiors, colleagues) on int ent ion t o adopt t echnology in 152 German companies and found
significant impact of social influence from workplace referent s on informat ion t echnology
adopt ion.[3]

Curt is et al. applied UTAUT t o t he adopt ion of social media by 409 Unit ed St at es nonprofit
organizat ions. UTAUT had not been previously applied t o t he use of social media in public
relat ions. They found t hat organizat ions wit h defined public relat ions depart ment s are more
likely t o adopt social media t echnologies and use t hem t o achieve t heir organizat ional goals.
Women considered social media t o be beneficial, and men exhibit ed more confidence in
act ively ut ilizing social media.[4]

Verhoeven et al. applied UTAUT t o st udy comput er use frequency in 714 universit y freshmen
in Belgium and found t hat UTAUT was also useful in explaining varying frequencies of
comput er use and differences in informat ion and communicat ion t echnology skills in secondary
school and in t he universit y.[5]

Welch et al. applied UTAUT t o st udy fact ors cont ribut ing t o Mobile learning adopt ion among
118 museum st aff in England. UTAUT had not been previously applied t o t he use of just -in-
t ime knowledge int ervent ions t o development t echnological knowledge wit hin t he museum
sect or. They found t hat UTAUT was useful in explaining t he det erminant s of mobile learning
adopt ion.[6]

Extension of the theory

Lin and Anol post ulat ed an ext ended model of UTAUT, including t he influence of online social
support on net work informat ion t echnology usage. They surveyed 317 undergraduat e st udent s
in Taiwan regarding t heir online social support in using inst ant messaging and found t hat social
influence plays an import ant role in affect ing online social support .[7]

Sykes et al. proposed a model of accept ance wit h peer support (MAPS), int egrat ing prior
research on individual adopt ion wit h research on social net works in organizat ions. They
conduct ed a 3-mont h-long st udy of 87 employees in one organizat ion and found t hat st udying
social net work const ruct s can aid in underst anding new informat ion syst em use.[8]

Wang, Wu, and Wang added t wo const ruct s (perceived playfulness and self-management of
learning) t o t he UTAUT in t heir st udy of det erminant s of accept ance of mobile learning in 370
individuals in Taiwan and found t hat t hey were significant det erminant s of behavioral int ent ion
t o use mobile learning in all respondent s.[9]

Hewit t et al. ext ended t he UTAUT t o st udy t he accept ance of aut onomous vehicles. Two
separat e surveys of 57 and 187 individuals in t he USA showed t hat users were less accept ing
of high aut onomy levels and displayed significant ly lower int ent ion t o use highly aut onomous
vehicles.[10]

Wang and Wang ext ended t he UTAUT in t heir st udy of 343 individuals in Taiwan t o det ermine
gender differences in mobile Int ernet accept ance. They added t hree const ruct s – perceived
playfulness, perceived value, and palm-sized comput er self-efficacy t o UTAUT and chose
behavioral int ent ion as a dependent variable. They omit t ed use behavior, facilit at ing condit ions,
and experience. .l. Also, since t he devices were used in a volunt ary cont ext , and t hey found
t hat most adopt ers were ages 20–35, t hey omit t ed volunt ariness and age. Perceived value
had a significant influence on adopt ion int ent ion, and palm-sized comput er self-efficacy played
a crit ical role in predict ing mobile Int ernet accept ance. Perceived playfulness, however, did
not have a st rong influence on behavioral int ent ion, but t his may have been due t o service or
net work communicat ion qualit y issues during t he st udy.[11]

Cheng-Min Chao developed and empirically t est ed a model t o predict t he fact ors affect ing
st udent s' behavioral int ent ions t oward using mobile learning (m-learning). The st udy applied t he
ext ended unified t heory of accept ance and use of t echnology (UTAUT) model wit h t he
addit ion of perceived enjoyment , mobile self-efficacy, sat isfact ion, t rust , and perceived risk
moderat ors. The st udy collect ed dat a from 1562 respondent s t o conduct a cross-sect ional
st udy and employed a research model based on mult iple t echnology accept ance t heories.[12]

Criticism

Bagozzi crit iqued t he model and it s subsequent ext ensions, st at ing "UTAUT is a well-meaning
and t hought ful present at ion," but t hat it present s a model wit h 41 independent variables for
predict ing int ent ions and at least 8 independent variables for predict ing behavior," and t hat it
cont ribut ed t o t he st udy of t echnology adopt ion "reaching a st age of chaos." He proposed
inst ead a unified t heory t hat coheres t he "many splint ers of knowledge" t o explain decision
making.[13]
Van Raaij and Schepers crit icized t he UTAUT as being less parsimonious t han t he previous
Technology Accept ance Model and TAM2 because it s high R2 is only achieved when
moderat ing key relat ionships wit h up t o four variables. They also called t he grouping and
labeling of it ems and const ruct s problemat ic because a variet y of disparat e it ems were
combined t o reflect a single psychomet ric const ruct .[14]

Li suggest ed t hat using moderat ors t o art ificially achieve high R2 in UTAUT is unnecessary and
also impract ical for underst anding organizat ional t echnology adopt ion, and demonst rat ed t hat
good predict ive power can be achieved even wit h simple models when proper init ial screening
procedures are applied. The result s provide insight s for organizat ional research design under
pract ical business set t ings.[15]

See also

Lazy user model

References

1. Venkatesh, Viswanath; Morris, Michael G.; Davis, Gordon B.; Davis, Fred D. (2003). "User Acceptance of
Information Technology: Toward a Unified View". MIS Quarterly. 27 (3): 425–478.
doi:10.2307/30036540 (https://doi.org/10.2307%2F30036540) . JSTOR 30036540 (https://www.jsto
r.org/stable/30036540) .

2. Koivimäki, T.; Ristola, A.; Kesti, M. (2007). "The perceptions towards mobile services: An empirical
analysis of the role of use facilitators". Personal & Ubiquitous Computing. 12 (1): 67–75.
doi:10.1007/s00779-006-0128-x (https://doi.org/10.1007%2Fs00779-006-0128-x) . S2CID 6089360
(https://api.semanticscholar.org/CorpusID:6089360) .

3. Eckhardt, A.; Laumer, S.; Weitzel, T. (2009). "Who influences whom? Analyzing workplace referents'
social influence on IT adoption and non-adoption". Journal of Information Technology. 24 (1): 11–24.
doi:10.1057/jit.2008.31 (https://doi.org/10.1057%2Fjit.2008.31) . S2CID 42420244 (https://api.sema
nticscholar.org/CorpusID:42420244) .

4. Curtis, L.; Edwards, C.; Fraser, K. L.; Gudelsky, S.; Holmquist, J.; Thornton, K.; Sweetser, K. D. (2010).
"Adoption of social media for public relations by nonprofit organizations". Public Relations Review. 36
(1): 90–92. doi:10.1016/j.pubrev.2009.10.003 (https://doi.org/10.1016%2Fj.pubrev.2009.10.003) .

5. Verhoeven, J. C.; Heerwegh, D.; De Wit, K. (2010). "Information and communication technologies in the
life of university freshmen: An analysis of change". Computers & Education. 55 (1): 53–66.
doi:10.1016/j.compedu.2009.12.002 (https://doi.org/10.1016%2Fj.compedu.2009.12.002) .
 6. Welch, Ruel; Alade, Temitope; Nichol, Lynn (2020). "USING THE UNIFIED THEORY OF ACCEPTANCE
AND USE OF TECHNOLOGY (UTAUT) MODEL TO DETERMINE FACTORS AFFECTING MOBILE
LEARNING ADOPTION IN THE WORKPLACE: A STUDY OF THE SCIENCE MUSEUM GROUP" (http://ww
w.iadisportal.org/ijcsis/papers/2020150107.pdf) (PDF). International Journal on Computer Science
and Information Systems. 15 (1): 85–98. Retrieved 4 June 2021.

7. Lin, C.-P.; Anol, B. (2008). "Learning online social support: An investigation of network information
technology". CyberPsychology & Behavior. 11 (3): 268–272. doi:10.1089/cpb.2007.0057 (https://doi.o
rg/10.1089%2Fcpb.2007.0057) . PMID 18537495 (https://pubmed.ncbi.nlm.nih.gov/18537495) .

8. Sykes, T. A.; Venkatesh, V.; Gosain, S. (2009). "Model of acceptance with peer support: A social
network perspective to understand employees' system use". MIS Quarterly. 33 (2): 371–393.
doi:10.2307/20650296 (https://doi.org/10.2307%2F20650296) . JSTOR 20650296 (https://www.jsto
r.org/stable/20650296) .

9. Wang, Y.-S.; Wu, M.-C.; Wang, H.-Y. (2009). "Investigating the determinants and age and gender
differences in the acceptance of mobile learning". British Journal of Educational Technology. 40 (1):
92–118. doi:10.1111/j.1467-8535.2007.00809.x (https://doi.org/10.1111%2Fj.1467-8535.2007.008
09.x) .

10. Hewitt, Charlie; Politis, Ioannis; Amanatidis, Theocharis; Sarkar, Advait (2019-03-17). "Assessing public
perception of self-driving cars: the autonomous vehicle acceptance model" (https://dl.acm.org/doi/10.
1145/3301275.3302268) . Proceedings of the 24th International Conference on Intelligent User
Interfaces. Marina del Ray California: ACM: 518–527. doi:10.1145/3301275.3302268 (https://doi.org/
10.1145%2F3301275.3302268) . ISBN 978-1-4503-6272-6. S2CID 67773581 (https://api.semanticsc
holar.org/CorpusID:67773581) .

11. Wang, H.-W.; Wang, S.-H. (2010). "User acceptance of mobile Internet based on the Unified Theory of
Acceptance and Use of Technology: Investigating the determinants and gender differences". Social
Behavior & Personality. 38 (3): 415–426. doi:10.2224/sbp.2010.38.3.415 (https://doi.org/10.2224%2F
sbp.2010.38.3.415) .

12. Chao, Cheng-Min (2019). "Factors Determining the Behavioral Intention to Use Mobile Learning: An
Application and Extension of the UTAUT Model" (https://www.ncbi.nlm.nih.gov/pmc/articles/PMC664
6805) . Frontiers in Psychology. 10: 1652. doi:10.3389/fpsyg.2019.01652 (https://doi.org/10.3389%2
Ffpsyg.2019.01652) . ISSN 1664-1078 (https://www.worldcat.org/issn/1664-1078) . PMC 6646805
(https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6646805) . PMID 31379679 (https://pubmed.ncbi.
nlm.nih.gov/31379679) .

13. Bagozzi, R.P. (2007). "The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm
Shift". Journal of the Association for Information Systems. 8 (4): 244–254.

14. van Raaij, E. M.; Schepers, J. J. L. (2008). "The acceptance and use of a virtual learning environment in
China". Computers & Education. 50 (3): 838–852. doi:10.1016/j.compedu.2006.09.001 (https://doi.or
g/10.1016%2Fj.compedu.2006.09.001) .
15. Li, Jerry (2020), "Blockchain technology adoption: Examining the Fundamental Drivers" (https://www.r
esearchgate.net/publication/340777210) , Proceedings of the 2nd International Conference on
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