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Toward a unified theory of consumer acceptance technology
Author(s) -
Kulviwat Songpol,
Bruner II Gordon C.,
Kumar Anand,
Nasco Suzanne A.,
Clark Terry
Publication year - 2007
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20196
Subject(s) - technology acceptance model , affect (linguistics) , psychology , structural equation modeling , pleasure , dominance (genetics) , variance (accounting) , cognition , product (mathematics) , usability , empirical research , social psychology , cognitive psychology , marketing , computer science , epistemology , business , biochemistry , chemistry , philosophy , geometry , mathematics , accounting , communication , human–computer interaction , machine learning , neuroscience , gene
In the last few decades, scholars and practitioners have increasingly tried to understand the factors that influence technology acceptance. Theories and models developed by scholars have tended to focus on the role of cognition and have rarely included affect. The few studies that have incorporated affect have tended to measure a single emotion rather than modeling it comprehensively. This research addresses that inadequacy in our understanding of technology adoption by merging two previously unrelated models: TAM (the Technology Acceptance Model) and PAD (the Pleasure, Arousal, and Dominance paradigm of affect). This study also examines an enhanced view of cognition. The product of this unified theoretical framework is referred to as the Consumer Acceptance of Technology (CAT) model. The results of a test using structural equation modeling provide empirical support for the model. Overall, the CAT model explains over 50% of the variance in consumer adoption intentions, a considerable increase compared to TAM. These findings suggest that substantial improvement in the prediction of technology adoption decisions is possible by use of this model with its integration of affect and cognition. © 2007 Wiley Periodicals, Inc.