Determinants of IT-Related Innovation Acceptance and Use Behavior: Theoretical Integration of Unified Theory of Acceptance and Use of Technology and Entrepreneurial Potential Model

Sedigheh Moghavvemi, Noor Akma Mohd Salleh, Masoud Abessi

Abstract


Purpose – a great number of models investigate individual intention towards adopting and using information technology. However, the complex link between intention and behavior suggests that it may require more scrutiny (intention behavior gap). The link between the intention and behavior is most likely influenced by a number of factors, some controllable, others uncontrollable; therefore, external factors are likely to play a significant role. However, IS literature on the subject is extremely lacking. One of the popular theories in this context is the UTAUT model, which has certain limitations, especially when it concerns intention behavior gaps. Research on the entrepreneurship context identified precipitating events as a promising candidate to overcome such limitations. To address the gap in the UTAUT and improve the model, it is reviewed and empirically compared to the Entrepreneurial Potential Model (EPM) in order to allow us to develop a new model that integrates elements from the two models in order to capture the different factors of IT adoption behavior.
Methodology – a longitudinal survey approach is appropriate for this study, since this research design allows the researcher to test the overall fit of the integrative TADU model. The longitudinal study is appropriate to test the relationship between intention and use behavior and the effect of precipitating events on the time that intention is formed and behavior is performed. This is an ongoing research, and at this stage, the authors are mainly developing a theoretical argument and methodology that is currently in the process of being tested.
Results – the new model mitigates the limitations arising from the UTAUT, particularly its predictive ability, and it also reduces the ‘distal nature’ between intention and use behavior.
Study limitation – the paper represents work in progress and may some researcher criticize it in term of the predicted results.
Practical significance – the TADU model is a useful tool for managers to assess the likelihood of success for new technology introductions and the possibility of actual use. It helps the manager understand the driver of technology acceptance and allows them to design interventions for users that are less inclined to use new technology. In addition, policy makers could facilitate and provide guidance in relation to the adoption and usage of IT innovation.
Originality/value judgment – this study revises the UTAUT and the EPM in order to develop a more robust model, and identify new variables that affect the relationship between intentions and use behavior, while overcoming UTAUT’s limitations. It improves the model by adding precipitating events as moderators that is able to measure the effect of external factors on the relationship between behavioral intention and usage behaviors. The new model is able to capture the causal flow between technological factors, environmental factors and individual factors in predicting intentional behavior.
Research type: conceptual paper.

Keywords


IT innovation; adoption; UTAUT; Entrepreneurial Potential Model; entrepreneurs; technology acceptance

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DOI: http://dx.doi.org/10.13165/ST-13-3-2-01

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"Social Technologies" ISSN online 2029-7564