2012/03/01 by Viswanath Venkatesh, Venkatesh, James Y. L. Thong +3 · 40 citations
Decision Sciences · Social Sciences · #Digital Marketing and Social Media #Innovation Diffusion and Forecasting #Technology Adoption and User Behaviour
paper · doi:10.2307/41410412
openalex publication_date 2012/03/01 · openalex created_date 2021/02/01 · openalex updated_date 2026/07/31
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.