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User Acceptance of Information Technology: Toward a Unified View

User Acceptance of Information Technology: Toward a Unified View. By Venkatesh, Morris, Davis, Davis MIS Quarterly Vol 27, No. 3pp. 425-478 (September 2003). Presented by Stephen Lackey November 2, 2004 for INF 701. Current models in IT acceptance research. Aren’t 8 models enough?.

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User Acceptance of Information Technology: Toward a Unified View

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  1. User Acceptance of Information Technology: Toward a Unified View By Venkatesh, Morris, Davis, Davis MIS Quarterly Vol 27, No. 3pp. 425-478 (September 2003) Presented by Stephen Lackey November 2, 2004 for INF 701

  2. Current models in IT acceptance research

  3. Aren’t 8 models enough? • Current research is fragmented • In a study of 4 organizations over 6 months, they proved inadequate to explain variances • Authors cite success as 17-53% for user intentions to use IT • Priortests of models have basic flaws: • IT studied were “individual oriented” rather than “organizational” or enterprise in nature • Subjects typically were students, not employees of an organization • Subjects tested later, not during decision-making process • Usage of new system was voluntary

  4. UTAUT proposed • Unified Theory of Acceptance and Use of Technology advanced as explaining 70% of observed variances in study • Includes demographic factors ignored in other models • Age • Gender

  5. UTAUT test • 4 organizations / applications studied: • Voluntary use: • Entertainment / videoconferencing • Telcom / standards database • Required for job: • Banking / portfolio analysis • Government / Accounting

  6. UTAUT conclusions • Intention to use: • Performance expectancy strongest factor (use will benefit me) • Effort Expectancy (should be easy to use) • Social Influence (complex factor) • Gender, age, voluntary participation, experience • Usage Behavior • Intention • Facilitating conditions important (I will have help if needed) • age / experience

  7. Are demographics independent factors? • Older users require and respond better to additional support? • Hinted that younger users more acclimated to technology than older users • Women more attuned to social cues than men? • Social cues seen as reinforcing expectations among peers that user can (should) effectively utilize system • But differences reduced with younger users. • Difference in gender or difference in expectations and education in prior generations?

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