Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology

MIS Quarterly, Vol. 36, No. 1, pp. 157-178, 2012

43 Pages Posted: 10 Feb 2012

See all articles by Viswanath Venkatesh

Viswanath Venkatesh

University of Arkansas - Department of Information Systems

James Y.L. Thong

Hong Kong University of Science & Technology (HKUST) - HKUST School of Business and Management

Xin Xu

Hong Kong Polytechnic University

Date Written: February 9, 2012

Abstract

This paper extends the unified theory of acceptance and use of technology (UTAUT) to study acceptance and use of technology in a consumer context. Our proposed UTAUT2 incorporates three constructs into UTAUT: hedonic motivation, price value, and habit. Individual differences — namely, age, gender, and experience — are hypothesized to moderate the effects of these constructs on behavioral intention and technology use. Results from a two-stage online survey, with technology use data collected four months after the first survey, of 1,512 mobile Internet consumers supported our model. Compared to UTAUT, the extensions proposed in UTAUT2 produced a substantial improvement in the variance explained in behavioral intention (56 percent to 74 percent) and technology use (40 percent to 52 percent). The theoretical and managerial implications of these results are discussed.

Keywords: Unified theory of acceptance and use of technology (UTAUT), UTAUT2, habit, hedonic motivation, price value, mobile Internet, consumer, technology adoption

Suggested Citation

Venkatesh, Viswanath and Thong, James Y.L. and Xu, Xin, Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology (February 9, 2012). MIS Quarterly, Vol. 36, No. 1, pp. 157-178, 2012. Available at SSRN: https://ssrn.com/abstract=2002388

Viswanath Venkatesh

University of Arkansas - Department of Information Systems ( email )

United States

James Y.L. Thong (Contact Author)

Hong Kong University of Science & Technology (HKUST) - HKUST School of Business and Management ( email )

Clear Water Bay
Kowloon
Hong Kong

HOME PAGE: http://jthong.people.ust.hk/

Xin Xu

Hong Kong Polytechnic University ( email )

Hong Kong
China

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