Venkatesh et al.'s Unified Theory of Acceptance and Use of Technology (UTAUT) (2003)

Venkatesh et al.'s Unified Theory of Acceptance and Use of Technology (UTAUT) (2003)

Manishankar Chakraborty (Ibra College of Technology, Oman) and Salim Al Rashdi (Ibra College of Technology, Oman)
DOI: 10.4018/978-1-4666-8156-9.ch014

Abstract

Unified Theory of Acceptance and Use of Technology (UTAUT) has been in vogue for quite sometime now. The theory lends credence to the fact that technology and its usage in different spheres of life ought to go through various stages like designing, planning, implementing and leveraging in various ways before making that much needed change in human lives. The stakeholders involved in various stages of technology need to know the challenges they might come across in order to overcome them while successfully implementing technology. This is where UTAUT play a pivotal role by providing necessary information to all key stakeholders. The chapter throws light on the importance of UTAUT in different sectors with some illustrations. The research findings highlighted in the chapter provides additional explanation, apart from exploring new areas of research pertaining to UTAUT.
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Evolution Of Utaut

Competing models evolved in the Information Technology acceptance research has different set of acceptance determinants. It is important to understand these models in totality and their acceptance in different areas of study. Venkatesh et al. (2003) compared eight different models along with extending, validating and formulating a unified model by bringing together elements across the eight models. The authors focused on the theory of reasoned action, the technology acceptance model, the motivational model, the theory of planned behavior, a model combining the technology acceptance model and the theory of planned behavior, the model of PC utilization, the innovation diffusion theory, and the social cognitive theory. All these models when studied by using data from four organizations over a six month period, with three points of measurements led to the formulation of unified model, called the United Theory of Acceptance and Use of Technology (UTAUT). The study found that UTAUT evolved as an effective tool for managers in understanding and deciphering the causes of acceptance for proactively designing interventions in training and marketing targeted at populations of users who are comparatively lesser inclined to the usage of new technologies. Furthermore, the study recommended future research by developing a deeper understanding of the dynamic influences by measuring the core constructs used in UTAUT, in line with the organizational outcomes of new technology adoption.

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