In recent years, there have been numerous attempts to understand why some new technologies succeed while others fail. One widely recognized approach is the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Developed by Venkatesh in 2012, UTAUT2 builds on previous models, such as the Technology Acceptance Model (TAM) and the original Unified Theory of Acceptance and Use of Technology (UTAUT). This comprehensive UTAUT2 model aims to unify various theories into a single framework. The model offer a deeper insights into the factors that influence how users perceive and adopt new technologies. UTAUT2 is today regarded as the most advanced and modern technology acceptance model available today.
Venkatesh states in his research that understanding individual acceptance and use of information technology is one of the most extensively studied areas in information systems research. Before developing the second model (UTAUT2), Venkatesh introduced the first model, UTAUT. This initial version includes four key constructs: performance expectancy, effort expectancy, social influence, and facilitating conditions, which influence behavioral intention to use a technology and actual technology use.
The second model follows a similar approach but with more factors added and it is more fitting into a consumer technology use context, where price and habit has been shown to be both important factors. The model can be seen below:
To better understand how these factors apply to real-world technologies, let’s explore specific examples of popular tools and devices. Each factor plays a role in shaping how users adopt and interact with very popular technologies like ChatGPT, AirPods, WhatsApp, Instagram, good computers, and smartwatches. Here’s how these concepts show up in everyday tech usage:
Performance expectancy = The degree to which the technology is perceived to be useful in terms of performing (workplace, personal life, etc.). Example: ChatGPT helps users generate content or solve problems quickly, making it highly useful for both professional and personal tasks.
Effort expectancy = The degree to which using the technology is perceived to be easy to use. Everyone understands how to answer a phone and call a friend, so they do it. Example: AirPods are designed to seamlessly connect to devices, allowing users to easily switch between music and calls without complicated setup processes.
Social influence = The degree to which using the technology is appreciated in the social network important to the individual. Example: Instagram is highly valued among social circles, where maintaining an active and engaging presence often boosts social standing or connection.
Facilitating conditions = The degree to which the individual believes to be in possession of the resources to use the technology. Example: For WhatsApp, a person needs a smartphone, internet connectivity, and basic familiarity with messaging apps to use it effectively.
Hedonic motivation = The degree to which the technology is perceived to be enjoyable. Example: A smartwatch’s fitness tracking features can be fun to explore, like setting and achieving daily activity goals.
Price value = The cognitive trade-off between perceived benefits and monetary costs of technology value. Example: Many people consider the high performance and reliability of a good computer worth its price, seeing it as a long-term investment.
Habit = Defined as the passage of time from the initial technology usage. Example: Over time, users may form habits of checking WhatsApp daily to stay in touch with friends and family.
The Role of Age, Experience, and Gender
Demographic variables like age, experience, and gender significantly impact how individuals perceive and use technology. Younger users, for instance, may adapt more quickly to new features, while older users might prioritize ease of use or facilitating conditions. Gender can influence preferences, with studies showing that men often focus more on performance expectancy, whereas women might emphasize social influence and effort expectancy. Additionally, experience shapes how familiar and confident users are with a technology, influencing their willingness to continue using it over time.
Origins of the UTAUT2 model are:
Theory of Reasoned Action (TRA)
Technology Acceptance Model (TAM)
Motivational Model (MM)
Theory of Planned Behavior (TPB)
Planned Behavior/Technology Acceptance Model (C-TPB-TAM)
Model of PC Utilization (MPCU)
Innovation Diffusion Theory (IDT)
Social Cognitive Theory (SCT)
Sources
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.