Technology Adoption, Expectancy Value and Prediction Models
Maria Teresa Martín (Rey Juan Carlos University, Spain), Maria Victoria Román (Rey Juan Carlos University, Spain) and Manuel Recio (University of Almería, Spain)
Copyright © 2008.
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During the last few decades, various theoretical developments have been carried out with a view to describing the characteristic and distinct behavioral process that lies under any adoption of technological services and products. These developments are based mainly on the Social Psychology approach. There are three extensive theories within the field of Social Psychology whose ultimate purpose has been to define the internal psychological factors that explain human behavior: the expectancy-value theory, the cognitive dissonance theory, and the self-perception theory. While the expectancy-value theory has been widely used in the research of adoption and usage of information systems, the other two theories have been less recognized. Of all expectancy-value theory models, we should draw our attention to the reasoned action model (Azjen & Fishbein, 1980), because it underlies many of the studies on usage of technology. The planned behavior model (Azjen, 1985, 1991) represents a reformulation of the reasoned action model, justified by the existence of conducts that, albeit in part, a person cannot voluntarily keep under control. A rough description of both models is presented in this chapter, inasmuch as they served as a basis for the construction of the technology acceptance model (Davis, 1989; Davis, Bagozzi & Warshaw, 1989), known as one of the main models for the technology readiness concept. The technology acceptance model seems to possess a similar or even better explicating power than its predecessors (Davis et al., 1989; Mathieson, 1991; Taylor & Todd, 1995a; Chau & Hu, 2002).
Key Terms in this Chapter
Technology Readiness: Refers to a combination of beliefs related to technology that collectively determine the inclination in a customer, employee, or executive to adopt new technologies in order to reach his or her objectives, both at work and during leisure time.
Perceived behavioral control: Refers to people’s perceptions of their ability to perform a given behavior.
Ease of Use: Refers to the property of a product or thing that a user can operate without having to overcome a steep learning curve.
Acceptance of Technology: Psychological state of individuals with regard to their voluntary or desired use of a particular technology.
Attitude: A state of mind or a feeling.
Usefulness: The quality of being suitable or adaptable to an end.
Expectancy-Value Behavior: Existence of conducts that, albeit in part, a person cannot voluntarily keep under control.