Management Information Systems Research Center, University of Minnesota MIS Quarterly
Management Information Systems Research Center, University of Minnesota MIS Quarterly
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Quarterly
Consumer Acceptance and Use of Information
Technology: Extending the Unified Theory
of Acceptance and Use of Technology1
Viswanath Venkatesh
Sam M. Walton College of Business, University of Arkansas,
Fayetteville, AR 72701 U.S.A. {vvenkatesh@vvenkatesh.us}
James Y. L. Thong
Department of ISOM, Hong Kong University of Science and Technology, Clear Water Bay,
Kowloon, HONG KONG {jthong@ust.hk}
XinXu
Department of Management and Marketing, Hong Kong Polytechnic University, Hung Horn,
Kowloon, HONG KONG {xin.xu@polyu.edu. hk}
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 UTA UT2 incorporates three constructs into UTA UT:
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 UTA UT, the extensions proposed in UTA UT2
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.
Keywords: Unified theory of acceptance and use of technology (UTAUT), UTAUT2, habit, hedonic
motivation, price value, mobile Internet, consumer, technology adoption
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Venkatesh et ai/Consumer Acceptance and Use of IT
Since its original publication, UTAUT has served as a base- Against this backdrop, the study of the boundary conditions
line model and has been applied to the study of a variety of and extensions to UTAUT in a consumer context represents
technologies in both organizational and non-organizational an opportunity to make an important theoretical contribution.
settings. There have been many applications and replications Specifically, in the context of technology adoption, detractors
of the entire model or part of the model in organizational and proponents of models, such as the technology acceptance
settings that have contributed to fortifying its generalizability model (ТАМ), have noted the need to expand the space of
(e.g., Neufeld et al. 2007). There are three broad types of theoretical mechanisms (see Bagozzi 2007; Benbasat and
UTAUT extensions/integrations. The first type of extension/ Barki 2007; Venkatesh et al. 2007).
integration examined UTAUT in new contexts, such as new
technologies (e.g., collaborative technology, health informa- This paper presents UTAUT2 by identifying key additional
tion systems; Chang et al. 2007), new user populations (e.g., constructs and relationships to be integrated into UTAUT,
healthcare professionals, consumers; Yi et al. 2006) and new thus tailoring it to a consumer use context. In keeping with
cultural settings (e.g., China, India; Gupta et al. 2008). The the general ideas outlined by Alvesson and Kärreman (2007)
second type is the addition of new constructs in order to and by Johns (2006) about how to extend a theory by lever-
expand the scope of the endogenous theoretical mechanisms aging a new context, and the ideas presented in the Journal of
outlined in UTAUT (e.g., Chan et al. 2008; Sun et al. 2009). the AIS special issue on ТАМ (e.g., Bagozzi 2007; Venkatesh
Finally, the third type is the inclusion of exogenous predictors et al. 2007), we accomplish this goal by (1) identifying three
of the UTAUT variables (e.g., Neufeld et al. 2007; Yi et al. key constructs from prior research on both general adoption
2006). These extensive replications, applications, and exten- and use of technologies, and consumer adoption and use of
sions/integrations of UTAUT have been valuable in technologies, (2) altering some of the existing relationships in
expanding our understanding of technology adoption and the original conceptualization of UTAUT, and (3) introducing
extending the theoretical boundaries of the theory. However, new relationships. First, both consumer behavior and IS
our review of this body of work revealed that most studies research have theorized and found various constructs related
using UTAUT employed only a subset of the constructs, to hedonic motivation (e.g., enjoyment) are important in
particularly by dropping the moderators (see Al-Gahtani et al. consumer product and/or technology use (e.g., Brown and
2007; Armida 2008). Thus, while the various studies con- Venkatesh 2005; Holbrook and Hirschman 1982; Nysveen et
tribute to understanding the utility of UTAUT in different al. 2005; van der Heijden 2004). Integrating hedonic motiva-
contexts, there is still the need for a systematic investigation tion will complement UTAUT's strongest predictor that
and theorizing of the salient factors that would apply to a emphasizes utility. Second, in consumer contexts, unlike
consumer technology use context. workplace contexts, users are responsible for the costs and
such costs, besides being important, can dominate consumer
Building on the past extensions to UTAUT, the objective of adoption decisions (see Brown and Venkatesh 2005; Chan et
our work is to pay particular attention to the consumer use al. 2008; Coulter and Coulter 2007; Dodds et al. 1991).
context and develop UTAUT2. Compared to general theories, Adding a construct related to price/ cost will complement
in more recent years, theories that focus on a specific context UTAUT's existing resource considerations that focus only on
and identify relevant predictors and mechanisms are con- time and effort. Finally, recent work has challenged the role
sidered to be vital in providing a rich understanding of a focal of behavioral intention as the key predictor of technology use
phenomenon and to meaningfully extend theories. Speci- and introduced a new theoretical construct (i.e., habit) as
fically, both Johns (2006) and Alvesson and Kärreman (2007) another critical predictor of technology use (e.g., Davis and
note that new contexts can result in several types of important Venkatesh 2004; Kim and Malhotra 2005; Kim et al. 2005;
changes in theories, such as rendering originally theorized Limayem et al. 2007). Integrating habit into UTAUT will
relationships to be nonsignificant, changing the direction of complement the theory's focus on intentionality as the
relationships, altering the magnitude of relationships and overarching mechanism and key driver of behavior. In fact,
creating new relationships. Each change can reveal the break- habit as a key alternative mechanism has been lauded as a
down of theories that results in the creation of new knowledge valuable next step in the JAIS special issue on ТАМ. The
(Alvesson and Kärreman 2007). In the case of UTAUT, collection of these works examining the role of habit, albeit
which was originally developed to explain employee tech- operationalized differently in each of the papers, concludes
nology acceptance and use, it will be critical to examine how that habit has a direct effect on technology use and/or habit
it can be extended to other contexts, such as the context of weakens or limits the strength of the relationship between
consumer technologies, which is a multibillion dollar industry behavioral intention and technology use. Such an integration
given the number of technology devices, applications, and of multiple streams of work to shed light on phenomena of
services targeted at consumers (Stofega and Llamas 2009). interest is important from a scientific standpoint (Gioia and
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Venkatesh et al. /Consumer Acceptance and Use of IT
Petri 1990; Greenwood 1974). Beyond these changes relative sumer context. Then, we discuss the new constructs added to
to the original UT AUT conceptualization, we will drop extend UTAUT (i.e., hedonic motivation, price value, and
voluntariness, which is one of the moderators, and add a link habit) to formulate UTAUT2.
between facilitating conditions (moderated by age, gender,
and experience) and behavioral intention. We will also
include moderated relationships (moderated by age, gender, Unified Theory of Acceptance and Use of
and experience, per the original UT AUT) pertaining to the Technology (UTAUT)
three new constructs.
Based on a review of the extant literature, Venkatesh et al.
This work is expected to make important theoretical and (2003) developed UTAUT as a comprehensive synthesis of
managerial contributions. It sits at the confluence of several prior technology acceptance research. UTAUT has four key
sub-streams related to technology acceptance and use constructs (i.e., performance expectancy, effort expectancy,
research: ТАМ and UTAUT (e.g., Venkatesh et al. 2003), social influence, and facilitating conditions) that influence
extensions to ТАМ (e.g., van der Heijden 2004), questions behavioral intention to use a technology and/or technology
and criticisms about ТАМ (e.g., Benbasat and Barki 2007; use. We adapt these constructs and definitions from UTAUT
Venkatesh et al. 2007), technology use (e.g., Burton-Jones to the consumer technology acceptance and use context.
and Straub 2006), and IS continuance (e.g., Bhattacherjee Here, performance expectancy is defined as the degree to
2001; Hong et al. 2006; Thong et al. 2006) and habit (e.g., which using a technology will provide benefits to consumers
Limayem et al. 2007). By building on and extending prior in performing certain activities; effort expectancy is the
work within this broad stream, we expect to make three key degree of ease associated with consumers' use of technology;
contributions. First, by incorporating three salient constructs social influence is the extent to which consumers perceive
into UTAUT, we expand the overall nomological network that important others (e.g., family and friends) believe they
related to technology use. The importance of the habit exten- should use a particular technology; and facilitating conditions
sion, for instance, is even endorsed by detractors, such as refer to consumers' perceptions of the resources and support
available to perform a behavior (e.g., Brown and Venkatesh
Benbasat and Barki (2007) who noted that it has been largely
overlooked in this stream of work. More broadly, both 2005; Venkatesh et al. 2003). According to UTAUT, perfor-
Bagozzi (2007) and Venkatesh et al. (2007) have called for mance expectancy, effort expectancy, and social influence are
theorized to influence behavioral intention to use a tech-
alternative theoretical mechanisms in order to foster progress
in this mature stream of work. The integration of hedonic nology, while behavioral intention and facilitating conditions
motivation, price value, and habit brings such new mech- determine technology use. Also, individual difference vari-
anisms (i.e., affect, monetary constraints, and automaticky) ables, namely age, gender, and experience (note that we drop
tied to the new constructs into the largely cognition- and voluntariness, which is part of the original UTAUT),2 are
intention-based UTAUT. Second, by adapting and extending theorized to moderate various UTAUT relationships. The
UTAUT to include new constructs and altering existing lighter lines in Figure 1 show the original UTAUT along with
relationships, this work furthers the generalizability of the one modification noted above that was necessary to make
UTAUT to a different context (i.e., consumer IT) that is an the theory applicable to this context.
important step to advance a theory (see Alvesson and
Kärreman 2007; Johns 2006). Finally, from a practical stand-
point, the rich understanding gained can help organizations in
the consumer technology industry better design and market 2Relative to the original conceptualization of UTAUT, we drop voluntariness
technologies to consumers in various demographic groups at as a moderating variable. This change is necessary to make UTAUT appli-
various stages of the use curve. cable in the context of a voluntary behavior, such as the one we are studying
(i.e., voluntary technology acceptance and use among consumers). While in
general, voluntariness can be perceived as a continuum from absolutely
mandatory to absolutely voluntary, consumers have no organizational man-
Theory date and thus, most consumer behaviors are completely voluntary, resulting
in no variance in the voluntariness construct. Thus, we drop voluntariness as
a relevant construct from the model. This will only affect one relationship
Background (i.e., the social influence-behavioral intention relationship). This social
influence to behavioral intention relationship thus reduces to a four-way
In this section, we present an overview of the unified theory interaction effect of social influence x gender x age x experience on
behavioral intention, instead of the original five-way interaction in UTAUT.
of acceptance and use of technology (UTAUT) and explain
There is evidence of such a four-way interaction in the voluntary users sub-
the basic modifications we make to fit UTAUT to the con-
sample in the split-sample analysis reported in Morris et al. (2005).
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Venkatesh et ai/Consumer Acceptance and Use of IT
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Venkatesh et al ./Consumer Acceptance and Use of IT
with the acceptance and use of technologies. In a consumer cost for using them (Dodds et al. 1991). The price value is
technology use context, price is also an important factor as, positive when the benefits of using a technology are perceived
unlike workplace technologies, consumers have to bear the to be greater than the monetary cost and such price value has
costs associated with the purchase of devices and services. a positive impact on intention. Thus, we add price value as a
Consistent with this argument, much consumer behavior predictor of behavioral intention to use a technology.
research has included constructs related to cost to explain
consumers' actions (Dodds et al. 1991). Finally, UT AUT and
related models hinge on intentionality as a key underlying Experience and Habit
theoretical mechanism that drives behavior. Many, including
detractors of this class of models, have argued that the inclu- Finally, we add habit to UTAUT. Prior research on tech-
sion of additional theoretical mechanisms is important. In a nology use has introduced two related yet distinct constructs,
use, rather than initial acceptance, context habit has been namely experience and habit. Experience, as conceptualized
shown to be a critical factor predicting technology use (e.g., in prior research (e.g., Kim and Malhotra 2005; Venkatesh et
Kim and Malhotra 2005; Kim et al. 2005; Limayem et al. al. 2003), reflects an opportunity to use a target technology
2007). Based on the above gaps in UTAUT and the asso- and is typically operationalized as the passage of time from
ciated theoretical explanation provided, we integrate hedonic the initial use of a technology by an individual. For instance,
motivation, price value, and habit into UTAUT in order to Kim et al. 's (2005) measure has five categories with different
tailor it to the consumer technology use context. periods of experience. Venkatesh et al. (2003) operationa-
lized experience as three levels based on passage of time:
post-training was when the system was initially available for
Hedonic Motivation use; 1 month later; and 3 months later. Habit has been
defined as the extent to which people tend to perform
behaviors automatically because of learning (Limayem et al.
Hedonic motivation is defined as the fun or pleasure derived
from using a technology, and it has been shown to play2007),an
while Kim et al. (2005) equate habit with automaticity.
important role in determining technology acceptance and use conceptualized rather similarly, habit has been
Although
operationalized in two distinct ways: first, habit is viewed as
(Brown and Venkatesh 2005). In IS research, such hedonic
motivation (conceptualized as perceived enjoyment) hasprior
beenbehavior (see Kim and Malhotra 2005); and second,
habit is measured as the extent to which an individual believes
found to influence technology acceptance and use directly
the behavior to be automatic (e.g., Limayem et al. 2007).
(e.g., van der Heijden 2004; Thong et al 2006). In the con-
Consequently,
sumer context, hedonic motivation has also been found to be there are at least two key distinctions between
experience
an important determinant of technology acceptance and use and habit. One distinction is that experience is a
(e.g., Brown and Venkatesh 2005; Childers et al. 2001).necessary but not sufficient condition for the formation of
habit.
Thus, we add hedonic motivation as a predictor of consumers' A second distinction is that the passage of chrono-
behavioral intention to use a technology. logical time (i.e., experience) can result in the formation of
differing levels of habit depending on the extent of interaction
and familiarity that is developed with a target technology. F or
Price Value instance, in a specific period of time, say 3 months, different
individuals can form different levels of habit depending on
theirand
An important difference between a consumer use setting use of a target technology. This is perhaps what
prompted Limayem et al. (2007) to include prior use as a
the organizational use setting, where UTAUT was developed,
predictor
is that consumers usually bear the monetary cost of such use of habit; and likewise, Kim and Malhotra (2005)
controlled for experience with the target technology in their
whereas employees do not. The cost and pricing structure
attempt
may have a significant impact on consumers' technology use.to understand the impact of habit on technology use.
For instance, there is evidence that the popularity ofAjzen
short and Fishbein (2005) also noted that feedback from
messaging services (SMS) in China is due to the low previous
pricing experiences will influence various beliefs and,
consequently, future behavioral performance. In this context,
of SMS relative to other types of mobile Internet applications
habit
(Chan et al. 2008). In marketing research, the monetary is a/perceptual construct that reflects the results of prior
cost
experiences.
price is usually conceptualized together with the quality of
products or services to determine the perceived value of pro-
The empirical
ducts or services (Zeithaml 1988). We follow these ideas and findings about the role of habit in technology
use have delineated different underlying processes by which
define price value as consumers' cognitive tradeoff between
habit influences technology use. Related to the operation-
the perceived benefits of the applications and the monetary
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Venkatesh et ai/Consumer Acceptance and Use of IT
alization of habit as prior use, Kim and Malhotra (2005) found likely to have a higher intention to use a technology. For
that prior use was a strong predictor of future technology use. instance, if we were to consider mobile Internet, consumers
Given that there are detractors to the operationalization of have different levels of access to information and other
habit as prior use (see Ajzen 2002), some work, such as that resources that facilitate their use, such as online tutorials. In
of Limayem et al. (2007), has embraced a survey and general, all things being equal, a consumer with a lower level
perception-based approach to the measurement of habit. Such of facilitating conditions will have lower intention to use
an operationalization of habit has been shown to have a direct mobile Internet. Also, consumers with different phones may
effect on technology use over and above the effect of experience different rates of data transfer and consequently,
intention and also to moderate the effect of intention on have different levels of intention to use mobile Internet.
technology use such that intention is less important with Thus, in the consumer context, we follow the general model
increasing habit (Limayem et al. 2007). Similar findings in of TPB and link facilitating conditions to both behavioral
the context of other behaviors have been reported in intention and behavior.
psychology research (see Ouellette and Wood 1998).
We expect the effect of facilitating conditions on behavioral
In this work, we adopt the above discussed conceptual defini- intention to be moderated by age, gender, and experience.
tions of experience and habit. As we will also note later, we Older consumers tend to face more difficulty in processing
operationalize experience in keeping with much prior research new or complex information, thus affecting their learning of
as the passage of time from the initial use of a target tech- new technologies (Morris et al. 2005; Plude and Hoy er
nology and we operationalize habit in keeping with Limayem 1985). This difficulty may be attributed to the decline in
et al. (2007) as a self-reported perception. cognitive and memory capabilities associated with the aging
process (Posner 1996). Hence, compared to younger con-
sumers, older consumers tend to place greater importance on
UTAUT2 : Hypothesis Development the availability of adequate support (Hall and Mansfield
1975). Moreover, men, more than women, are willing to
In this section, we present the hypotheses that we incorporate spend more effort to overcome different constraints and diffi-
to extend UT AUT to the consumer context. Figure 1 shows culties to pursue their goals, with women tending to focus
the original UTAUT and our proposed extensions. more on the magnitude of effort involved and the process to
achieve their objectives (Henning and Jardim 1977; Rotter
and Portugal 1969; Venkatesh and Morris 2000). Thus, men
Impact of Facilitating Conditions Moderated tend to rely less on facilitating conditions when considering
by Age, Gender, and Experience use of a new technology whereas women tend to place greater
emphasis on external supporting factors. This can also be
The first change that we make to tailor UTAUT to the con- explained partly by the cognitions related to gender roles in
sumer technology use context is the addition of a direct rela-society where men tend to be more task-oriented (e.g., Lynott
tionship from facilitating conditions to behavioral intentionand McCandless 2000). Experience can also moderate the
over and above the existing relationship between facilitating relationship between facilitating conditions and behavioral
conditions and technology use. In UTAUT, facilitating condi-intention. Greater experience can lead to greater familiarity
tions is hypothesized to influence technology use directly with the technology and better knowledge structures to facili-
based on the idea that in an organizational environment, tate user learning, thus reducing user dependence on external
facilitating conditions can serve as the proxy for actualsupport (Alba and Hutchinson 1987). Likewise, a meta-
behavioral control and influence behavior directly (Ajzen analysis showed that users with less experience or familiarity
1991). This is because many aspects of facilitating condi- will depend more on facilitating conditions (Notani 1998).
tions, such as training and support provided, will be freely
available within an organization and fairly invariant across Moreover, gender, age, and experience have a joint impact on
users. In contrast, the facilitation in the environment that isthe link between facilitating conditions and intention. Gender
available to each consumer can vary significantly acrossdifferences in task orientation and emphasis on instrumen-
application vendors, technology generations, mobile devices, tality will become more pronounced with increasing age
and so on. In this context, facilitating conditions will act (Morris et al. 2005). As people become older, particularly
more like perceived behavioral control in the theory offrom teenagers to adults, the differentiation of their gender
planned behavior (TPB) and influence both intention androles will be more significant. Thus, older women will place
behavior (Ajzen 1991). Specifically, a consumer who has more of an emphasis on facilitating conditions. Indeed, there
access to a favorable set of facilitating conditions is more is empirical evidence that gender differences in the impor-
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Venkatesh et al. /Consumer Acceptance and Use of IT
tance of facilitating conditions become more pronounced with nology use decisions. Consequently, the moderating effect of
increasing age (Morris et al. 2005; Venkatesh et al. 2003). In experience will differ across age and gender. Thus, We
concert with age and gender, experience can further moderate hypothesize
the relationship between facilitating conditions and behavioral
intention. This is because when consumers have not devel- H2: Age, gender, and experience will moderate the effect of
oped their knowledge and skills (i.e., when they have less hedonic motivation on behavioral intention, such that the
experience), the impacts of age and gender on consumer effect will be stronger among younger men in early
learning will be more significant than when they have stages of experience with a technology.
acquired enough knowledge or expertise about the technology
(i.e., when they have more experience). The dependence on
facilitating conditions is of greater importance to older Impact of Price Value Moderated by
women in the early stages of technology use because, as Age and Gender
discussed earlier, they place greater emphasis on reducing the
learning effort required in using new technology. Thus, we We expect the effect of price value on behavioral intention to
hypothesize be moderated by age and gender. Again, we draw from
theories about social roles (e.g., Bakan 1966; Deaux and
HI: Age, gender , and experience will moderate the effect of Lewis 1 984) in theorizing about the differential importance of
facilitating conditions on behavioral intention, such that price value among men versus women and among younger
the effect will be stronger among older women in early versus older individuals. This literature suggests that men and
stages of experience with a technology. women typically take on different social roles and exhibit
different role behaviors. Particularly, men tend to be indepen-
dent, competitive, and make decisions based on selective
Impact of Hedonic Motivation Moderated by information and heuristics, while women are more inter-
Age, Gender, and Experience dependent, cooperative, and consider more details (Bakan
1966; Deaux and Kite 1987). Consequently, in a consumer
We expect the effect of hedonic motivation on behavioral context, women are likely to pay more attention to the prices
intention to be moderated by age, gender, and experience due of products and services, and will be more cost conscious than
to differences in consumers' innovativeness, novelty seeking, men. Further, women are typically more involved in pur-
and perceptions of novelty of a target technology. Innova- chasing and, thus, more responsible and careful with money
tiveness is "the degree to which an individual is receptive to than men are (Slama and Tashchian 1985). Given the
new ideas and makes innovation decisions independently" penchant of men to play with technologies, the price value
(Midgley and Dowling 1978, p. 236). Novelty seeking is the assigned by men to technologies will likely be higher than the
tendency of an individual to seek out novel information or value assigned by women to the same technologies. More-
stimuli (Hirschman 1980). Such innovativeness and novelty over, this gender difference induced by social role stereotypes
seeking can add to the hedonic motivation to use any product will be amplified with aging, because older women are more
(Holbrook and Hirschman 1982). When consumers begin to likely to engage in such activities as taking care of their
use a particular technology, they will pay more attention to its families (Deaux and Lewis 1 984). Thus, older women will be
novelty (e.g., the new interface and functionality of iPhone) more price sensitive due to their social role as gatekeepers of
and may even use it for the novelty (Holbrook and Hirschman family expenditures. This implies that the monetary value of
1982). As experience increases, the attractiveness of the products and services bears greater importance to older
novelty that contributes to the effect of hedonic motivation on women. Thus, we hypothesize
technology use will diminish and consumers will use the
technology for more pragmatic purposes, such as gains in H3: Age and gender will moderate the effect of price value on
efficiency or effectiveness. Thus, hedonic motivation will behavioral intention, such that the effect will be stronger
play a less important role in determining technology use with among women, particularly older women.
increasing experience. Further, age and gender have been
found to be associated with consumer technology innovative-
ness (Lee et al. 20 1 0). In the early stages of using a new tech- Impacts of Habit Moderated by
nology, younger men tend to exhibit a greater tendency to Age, Gender, and Experience
seek novelty and innovativeness (e.g., Chau and Hui 1998).
This greater tendency will in turn increase the relative impor- The issue of whether the effect of habit operates directly on
tance of hedonic motivation in younger men's early tech- behavior or through behavioral intention has been extensively
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Venkatesh et ai/Consumer Acceptance and Use of IT
discussed in prior research (e.g., Aarts and Dijksterhuis 2000; ment. Once familiar cues are observed, the association
Ajzen 2002; Kim et al. 2005). In the current work, we follow between the cues and the response (either direct action or
the naming convention by Kim et al. (2005), referring to the stored intention) will be automatically established. The
habituation proposition as the habit/automaticity perspective behavior is performed as a result of the automatic association.
(HAP) and the one consistent with TPB as the instant activa- Thus, both the HAP and the IAP require a stable environment:
tion perspective (IAP). Staying faithful to TPB, IAP assumes so long as the context remains relatively unchanged,
that repeated performance of a behavior can result in well- routinized behavior is performed in a largely automatic
established attitudes and intentions that can be triggered by fashion with minimal conscious control (Ajzen 2002).
attitude objects or cues in the environment (Ajzen and However, rapid change is the defining character of the
Fishbein 2000). Once activated, attitudes and intentions will environment, especially in the consumer technology market
automatically guide behavior without the need for conscious (Mehrmann 2007). Both the information appliances and the
mental activities, such as belief formation or retrieval (Fazio context in which consumers use them change rapidly and
1990). For instance, after an extended period of repeated constantly. For example, mobile devices have evolved im-
checking of e-mail on mobile devices during commuting, a mensely since 1983, both in design and function,3 from early
consumer may have developed a positive view toward mobile analog models that could only be used to make phone calls to
Internet technology (e.g., checking e-mail using mobile the latest mobile computing devices, such as iPhone 4S, that
Internet during commuting is useful) and an associated can take pictures and videos, play videos, and run one of the
behavioral intention (e.g., I will check e-mail using mobile thousands of applications available from the Apple App store.
Internet during my commute). This intention is thus stored in Consumer interaction with mobile devices has also changed
the conscious mind of the consumer. When entering a car or dramatically from being mainly based on a phone paradigm
taxi, the environment or context can spontaneously trigger the in the early days to touch screens nowadays. Thus, instead of
positive view and intention that in turn results in the behavior a stable environment, the environment surrounding consumer
(e.g., pulling out the mobile device and checking e-mail). technology use is constantly changing.
Following this line of reasoning, stronger habit will lead to a
stored intention that in turn will influence behavior.
In this regard, the triggering process of habit (i.e., cue pro-
cessing and association) becomes important in determining
In contrast, the HAP assumes that repeated performance of a the subsequent effects of habit on either behavioral intention
behavior produces habituation and behavior can be activated or use. If consumers perceive the changing environment as
directly by stimulus cues (Ouellette and Wood 1 998; Ronis et relatively stable, the association between the stimulus cues
al. 1989; Verplanken et al. 1998). On future occasions, being and intentions or actions can be established and triggered. If
in a similar situation is sufficient to trigger the automatic not, consumer behavior may be less or not subject to the
response without conscious cognitive mediation (i.e., attitude control of habit. Here, individual differences in information
or intention). Unlike the IAP, the HAP suggests that habit is processing and association in memory may play an important
established mainly through the reinforcement of the stimulus- role in moderating the effect of habit. If a consumer is less
action link similar to that in conditioning (Ajzen 2002). For sensitive to changes in the context or has less tendency/
instance, if habit is established as HAP suggests, a consumer cognitive capacity to process environmental information in a
will, without thinking, react immediately to the context of controlled and detailed manner, he or she will depend more on
entering a subway car or taxi by pulling out his/her mobile established habit to guide his or her behavior (Verplanken and
phone and check e-mail. Here, the context cue (i.e., trans- Wood 2006). For instance, when in a subway car where the
portation vehicle) has been directly associated with the action environmental cues keep changing, consumers who are more
(i.e., checking e-mail on a mobile device) and no attitudes or sensitive to the changes in the environment will be less likely
intentions are involved. Thus, the key difference between the to maintain their old behavioral pattern related to the use of a
IAP and the HAP is whether conscious cognitive processing mobile device to access the Internet (e.g., they may be
for the makeup of intention is involved between the stimulus distracted by people around them and may not use their
and the action.
Blackberry devices to read e-mail while in the subway car).
In contrast, consumers who are less aware of the environment
As we have discussed, while there are competing perspectives will tend to ignore the variety of environmental cues and stick
on how habit affects behavior, there is some agreement at an
abstract level that suggests a critical role played by informa-
tion and cue processing. Basically, consumers need to first
3http://www.webdesignerdepot.com/2009/05/the-evolution-of-cell-phone-
perceive and process the contextual cues from the environ- design-between- 1 983-2009/
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Venkatesh et ai/Consumer Acceptance and Use of IT
to their routinized behavior (i.e., always checking e-mail judgments or decisions (e.g., Farina 1982; Meyers-Levy and
using their Blackberry devices upon entering a subway car). Tybout 1989). This is mainly due to the fact that men tend to
process stimuli and information in a schema-based manner
In sum, there are two causal pathways by which habit and tend to ignore some relevant details, while women tend to
ultimately influences use. Both hinge on information and cue process information in a piece-meal and more detailed manner
processing. Across individuals, we expect both pathways to (Meyers-Levy and Maheswaran 1991). Thus, it follows that
be operational to varying extents. We next discuss three women will be more sensitive to new cues or cue changes in
individual difference variables that we expect to affect con- the environment and pay attention to such changes that will in
sumers' cue processing and association process, thus moder- turn weaken the effect of habit on intention or behavior.
ating the effects of habit on behavioral intention and use.
Finally, experience will work in tandem with age and gender
First, experience mainly affects the strength of the association to moderate the effect of habit on behavior. The strength-
between contextual cues and intention or behavior. The ening effect of experience on habit varies across different
relationship between experience and habit is formed and cohorts defined by age and gender. As age increases, gender
strengthened as a result of repeated behavior (Limayem et al.
differences in learning about technologies from experience
2007; Newell and Rosenbloom 1981). Habit is a learned out-become more pronounced. Aging leads to a decreasing capa-
come and only after a relatively long period of extensivebility of information processing. As women tend to process
information in a more detailed and subtle manner than men do
practice can it be stored in long-term memory and override
other behavior patterns (Lustig et al. 2004). Although it is(Darley and Smith 1995), older men tend to rely more on
possible for a habit to be formed through repetition in a short
heuristics and schema acquired from usage experiences to
period of time, the longer the elapsed time, the more oppor-
determine their behavioral intention, paying little attention to
tunities (i.e., number of cue occurrences) consumers have to
environment cues. Therefore, older men with more usage
create an association between cues and behavior. Consumers experience will rely most on their habits. Again, returning to
with more experience of using a particular technology will our earlier example, after forming the habit of checking
develop a cognitive lock- in that creates a barrier to behavioral mobile e-mail that resulted from prior experience, older men
changes (Murray and Haubl 2007). The response to cues then who use mobile e-mail for a longer period of time will pay the
becomes stronger with increasing experience with a tech- least attention to most of the new cues or cue changes in the
nology (i.e., passage of time). Thus, habit will have stronger subway car environment, such as passengers entering/leaving
effect on intention and use for more experienced consumers. the subway car, and focus only on their habitual action of
checking e-mail on their mobile devices. In contrast, women,
Second, age and gender reflect people's differences in infor- particularly younger women, with less experience of using
mation processing (i.e., cue perception and processing pro- mobile e-mail , are more likely to immediately notice changes
cess) that in turn can affect their reliance on habit to guide in their environment and pay attention to the cues. This will
behavior. It has been found that older people tend to rely weaken the automatic association between the subway car
largely on automatic information processing (Hasher and environment and checking e-mail using the mobile device,
Zacks 1979; Jennings and Jacoby 1993), with their habits thus decreasing the effect of habit on intention and the
preventing or suppressing new learning (Lustig et al. 2004). consequent behavior among younger women with less
Once older consumers have formed a habit by repeated use of experience. In sum, we expect the effect of habit to be
a particular technology, it is difficult for them to override their strongest among older men, especially when they have
habit to adapt to a changed environment. In the earlier significant experience with a technology. Thus, we
example of habitual behavior of using their mobile devices to hypothesize
check e-mail when entering a subway car, older people are
less likely to be distracted by changes in the subway car than H4(a) : Age, gender, and experience will moderate the effect
younger people and will revert to their habitual action of of habit on behavioral intention, such that the effect
checking e-mail using their mobile devices. Moreover, will be stronger for older men with high levels of
gender differences will further moderate the effect of habit. experience with the technology.
Research has shown that women tend to pay more attention to
details and elaborate on details in their messages than men do H4(b) : Age, gender, and experience will moderate the effect
(e.g., Gilligan 1982; Krugman 1966). In the context of con- of habit on technology use, such that the effect will
sumer decision making, women have been found to exhibit be stronger for older men with high levels of
greater sensitivity to details than men exhibit when making experience with the technology .
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Venkatesh et ai/Consumer Acceptance and Use of IT
Impact of Behavioral Intention hedonic motivation was adapted from Kim et al. (2005), and
Moderated by Experience the price value scale was adapted from Dodds et al. (1991).
All items were measured using a seven-point Likert scale,
With increasing experience, consumers have more oppor- with the anchors being "strongly disagree" and "strongly
tunities to reinforce their habit because they have more time agree." Age was measured in years. Gender was coded using
to encounter the cues and perform the associated behavior a 0 or 1 dummy variable where 0 represented women.
(Kim and Malhotra 2005). With increasing experience, rou- Experience was measured in months. Use was measured as
tine behavior becomes automatic and is guided more by the a formative composite index of both variety and frequency of
associated cues (Jasperson et al. 2005). As a result, the effect mobile Internet use. A list of six popular mobile Internet
of behavioral intention on technology use will decrease as applications in Hong Kong was provided and respondents
experience increases. Studies in psychology have found that were asked to indicate their usage frequency for each
experience can moderate the effect of behavioral intention on application. The anchors of the seven-point scale ranged from
behavior. For example, Verplanken et al. (1998) showed in "never" to "many times per day." According to Sharma et al.
a field study that the frequency of car use reduces the effect (2009), our measurement of technology use essentially con-
of behavioral intention on future car use. Following the HAP sists of behavior-anchored scales that may be subject to
rationale, greater usage experience implies more opportunities relatively high common method variance (CMV), that is, high
to strengthen the link between cues and behavior, which then item characteristics effects. However, as also noted in
facilitates habitualization (Ouellette and Wood 1998) and Sharma et al. (2009), the temporal separation between two
weakens the link between behavioral intention and use (Kim measures can reduce the effect of CMV, that is, low measure-
et al. 2005). Thus, we hypothesize ment context effects. As we measured use four months after
we obtained the data for the key predictors, the overall impact
H5: Experience will moderate the effect of behavioral of CMV is reduced.
intention on use, such that the effect will be stronger for
consumers with less experience . We created a questionnaire in English that was reviewed for
content validity by a group of university staff and a group of
IS academics. As the questionnaire was administered in
Chinese, the language used predominantly by the local resi-
Method
dents in Hong Kong, we translated the English questionnaire
to Chinese and then back to English to ensure translation
Mobile Internet Technology
equivalence (Brislin 1 970). A professional translator and two
research assistants independently translated the original items
Our target population was the current users of mobile Internet
in English into Chinese. They analyzed the independently
technology. Our study was conducted in Hong Kong in the
translated Chinese versions of the items and came to an agree-
context of consumer use of mobile Internet technology.
ment on the final version for the questionnaire. The question-
Mobile Internet supports an assortment of digital data services
naire was then translated back into English by another
that can be accessed using a mobile device over a wide geo-
professional translator to confirm translation equivalence.
graphic area. Mobile Internet enables people to exchange
The questionnaire was pilot tested among a group of 200 con-
messages, pictures, and e-mail, check flight schedules, book
sumers, who were not included in the main survey. We found
concert tickets, and enjoy games while on the road. In a
preliminary evidence that the scales were reliable and valid.
consumer context, the use of mobile Internet is a voluntary
decision.
Measurement
In 2008, Hong Kong had a mobile phone penetration rate of
over 100 percent. This high penetration rate suggests that
All of the scales were adapted from prior research. The items
every resident in Hong Kong is a potential consumer of
are included in the Appendix. The scales for the UT AUTInternet. The diffusion rate of mobile Internet in Hong
mobile
constructs (i.e., performance expectancy, effort expectancy,
Kong reached 52 percent in 20 11 (OFTA2011). To reach out
social influence, facilitating conditions, and behavioral inten-
to as many residents as possible, we conducted an online
tion) were adapted from Venkatesh et al. (2003). The habit
survey through a popular web portal. This web portal pro-
scale was drawn from Limayem and Hirt (2003), the vides
scaleresidents
for with a wide array of e-government services,
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Venkatesh et ai/Consumer Acceptance and Use of IT
such as filing tax returns, booking public facilities, checking nant validity, with two exceptions: one performance expec-
traffic information, appointment booking for various govern- tancy item and one habit item were deleted due to their low
ment services, and renewal of driving licenses. loadings and high cross-loadings. Use, which was modeled
using six formative indicators, had weights between .2
We conducted a two-stage online survey. During the first and .40.
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Venkatesh et ai/Consumer Acceptance and Use of IT
Performance PE1 .87 .14 ' .17 .08 .15 .05 .10 ~ .09
Expectancy PE3 .82 .21 .14 .22 .07 .07 .08 .17
(ICR = 0.88) PE4 Ü5 Ã5 !Ì5 21 ~4 Ш .19 .14
ËËÏ ^8 J8 28 A4 A7 Ã7 Ш .20
Effort Expectancy EE2 .08 .82 .24 .15 .15 .17 .09 .15
(ICR = 0.91) EE3 A4 Я2 25 A4 Л4 24 Ш 24
EE4 A4 JS !з0 A4 Ã5 25 !Õ8 Ã5
Sii !ÏÔ 26 ÍÕ TŠ !Õ8 M Л0 Лб
®°^a|'"f'UenCe ~ŠÍ2 Л2 !30 7п Ã7 Т 5 Ã5 Ш Ã7
(ICR - O.oz)
SI3 .17 .30 .75 .15 .15 .16 .09 .19
Tel 10 1Ô lì 10 .08 ~ .17 .14 .23
Facilitating Conditions FC2 .18 .22 .23 .79 .21 .19 -20
(ICR = 0.75) "FC3 1б M 17 Я2 li 10 17
Mean SD 1 2 3 4 5 6 7 8 9 10 11 12
1. PE 4ÃÕ Ï~Ï5 75
2. EE 5~25 1Õ2 .40*** 74
3. SI 376 ï~20 .50*** .38*** 71
4. FC 5^8 1~08 .32*** .58*** .31*** 73
5. HM 4~60 1~28 .29*** .23*** Л4** TŠ** 74
6. PV 5T5 Õ91 11* ~Õ7 1Ť ~Ï4** TÍ** 73
7. BI 4~89 TIÃ .44*** .29*** .28*** .46*** .37*** .29*** lì
8. Gdr Õ6Õ Л9 ~Õ8 Го4 Го4 h -.22*** Л2* № NA
9. Age 30.68 ^94 Го5 Го4 Г03 TÕ2 -.17** .06 -.03 .26*** NA
10. Exp 23.86 12.40 1Ť Тз** Л2* 1Š -.21*** 1з ~ !ÔÎ 1Ï NA
11. HT 4Т5 TÃ7 .33*** .28*** .37*** .26*** -.21*** Бб .40*** -.03 -.05 .19*** .76
12. Use Т99 -Г28 .30*** .20*** .20*** .30*** .28*** .24*** .42*** M Г0б .25*** .49*** NA
Notes: 1. PE: Performance Expectancy; EE: Effort Expectancy; SI: Social Influence; FC: Facilitating Conditions; HM: Hedonic M
PV: Price Value; Bl: Behavioral Intention; Gdr: Gender; Age: Age; Exp: Experience; HT: Habit.
2. *p < 0.05; **p < 0.01 ; ***p < 0.001 ; all other correlations are insignificant.
3. Diagonal elements are AVEs and off-diagonal elements are correlations.
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Venkatesh et al. /Consumer Acceptance and Use of IT
D only D + I D only D + I
~W !35 Í56 A4 74
Adj. R2 .35 .55 .44
MIS Quarter
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Venkatesh et ai/Consumer Acceptance and Use of IT
_________ _
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Venkatesh et ai/Consumer Acceptance and Use of IT
Our hypotheses pertained to new moderated relationships, as number of IS research streams related to individual use of
noted earlier, about the role of facilitating conditions (FC), technology. While the existence of many TAM-based studies
hedonic motivation (HM), price value (PV), habit (HT), and do prompt the view that this is an over-researched area
interaction terms as predictors. Given the complexity of the (Benbasat and Barki 2007), our study shows that UTAUT is
proposed relationships, beyond the beta coefficients reported a powerful framework (Goodhue 2007) and when it is
in Table 3, we conducted split-sample analyses and plots to extended with relevant constructs (Bagozzi 2007), it can
understand the pattern of results. We report the support for contribute to the understanding of important phenomena, here
our hypotheses based on the cumulative evidence from the consumer use of technologies in general.
various tests we conducted. Most of our hypotheses were
supported. The direct effects only UTAUT2 explained 44
percent of the variance in behavioral intention and the Theoretical Contributions
UTAUT2 including interaction terms explained 74 percent of
the variance in behavioral intention. Likewise, in explaining Our major theoretical contribution is in modifying UTAUT
technology use, UTAUT2's direct effects only model and for the consumer technology acceptance and use context. By
moderated model explained 35 percent and 52 percent of the doing so, we extend the generalizability of UTAUT from an
variance respectively. All of these represent significant jumps organizational to a consumer context. Prior technology
in variance explained compared to the baseline/original acceptance and use research has investigated the phenomenon
UTAUT.
in organizational contexts where performance expectancy is
the main driver of employees' technology use intentions and
The first two hypotheses pertain to the moderated effects of In the case of consumers' acceptance and use of
behaviors.
facilitating conditions and hedonic motivation on behavioral
technology, other drivers come to the fore. Two such drivers
intention. HI, which predicted that age, gender, and experi-in UTAUT2 are hedonic motivation and price value.
included
ence will moderate the effect of FC on BI, was partially sup-
Hedonic motivation is a critical determinant of behavioral
ported as only gender and age were significant moderators butand was found to be a more important driver than
intention
experience was not. The pattern related to these twoperformance
modera- expectancy is in non-organizational contexts.
tors was consistent with HI in that FC was most important
Further, to
we delineated how various individual characteristics,
older women. It is quite likely that as FC deals withnamely
broadergender, age, and experience, jointly moderate the
infrastructure and support issues, it will always be important
effect of hedonic motivation on behavioral intention. Some
to those who value it even if they have significant experience
interesting results are that the effect of hedonic motivation on
with the target technology. H2, which predicted that age, intention is stronger for younger men with less
behavioral
gender, and experience will moderate the effect of experience
HM on BIwith a technology, while the effect of price value
such that it will be stronger among younger men was
in early
more important to older women. Thus, the addition of
stages of experience, was supported. H3, which predicted
hedonic motivation, price value, and their interactions with
that age and gender would moderate the effect of PV on BI
UTAUT moderators are crucial in expanding the scope and
such that it will be stronger for older women, was supported.
generalizability of UTAUT to the consumer environment.
The next set of hypotheses relate to the role of habit on BI and
use. It was theorized in H4(a) and H4(b) that habit'sAseffect
hedonic IS are ubiquitous in the consumer IT market, such
will be stronger among older men in later stages of ex-
as mobile games and videos on iPhones, hedonic motivation
perience. This pattern was borne out. The last hypothesis
plays an important role in predicting intentions for hedonic IS
was to complement the role of habit as a predictor. Speci-
(e.g., van der Heijden 2004). We integrated hedonic motiva-
fically, H5 stated that the effect of BI on use will decline with
tion into UTAUT and theorized the moderating effects of
increasing experience. We found that this hypothesis was demographics on the relationship between hedonic
consumer
also supported. motivation and intention. While van der Heijden (2004)
focused solely on hedonic IS, in our context of consumer use
of mobile Internet, both utilitarian features (e.g., the business
and productivity applications on iPhone, such as QuickOffice)
Discussion and hedonic features (e.g., mobile games and entertainment
applications on iPhone) coexist. Our empirical results suggest
Our paper contributes to IS research by providing the
that logical
in such a context of consumer use of IT in general, both
companion - in a consumer use setting - to UTAUT (Venka-
utilitarian benefits and hedonic benefits are important drivers
tesh et al. 2003) that was developed for an employee
of accept-
technology use. Future work can examine other key con-
ance and use setting. Our model sits at the confluence
structs of
thataare salient to different research contexts when
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Venkatesh et ai/Consumer Acceptance and Use of IT
building the models. For instance, in the context of social basat and Barki (2007), have called for more research into
computing, social outcomes such as higher status in the com- habit, which is under-studied in the IS literature, while others
munity or being unique in the group may be important addi- (e.g., Bagozzi 2007) have called for alternative theoretical
tional drivers of IT use. mechanisms in predicting technology use in order to further
the progress in this mature stream of work. While Limayem
We integrate price value into the UT AUT framework to et al. (2007) have integrated habit into expectation-
address the cost issue of technology use in the consumer confirmation theory (ЕСТ), we have integrated habit into
setting. While there are studies that have examined the role
UTAUT, which reflects an earlier unification of eight prior
of value in consumer adoption of IT (e.g., Kim et al. 2007),
models of technology acceptance and use. Our treatment of
we extend it to continued use and we theorized the moder-
habit reflects the two main theoretical perspectives of habit
ating effects of age and gender on the relationship between(Ouellette and Wood 1998): the stored intention view (e.g.,
price value and intention. Our research highlights the impor-
Ajzen 2002) and the automaticity view (e.g., Limayem et al.
tance of price value in consumer decision making regarding 2007). Age, gender, and experience were hypothesized to
technology use and the moderating effects of the consumer moderate the effects of habit on intention and use. Our
demographic profile that is rooted in mechanisms related research
to has demonstrated that when predicting continued use
social roles. Future research may build on our study to of IT, UTAUT predictors, hedonic motivation, price value,
examine how the pricing of applications and the consequent and habit play important roles. Future research can extend
value structure of the application portfolio can influenceour model and examine potential interventions to foster or
consumer technology use patterns (i.e., the relative frequency
break habits in the context of continued IT use. For example,
of use of different applications). For instance, researchers
according to the automaticity view, changes in the environ-
may study how perceived value of applications can influence
mental or context cues can already break the automatic cue-
consumer use patterns when different bundling strategies,
behavior link. In contrast, following the stored intention
such as pure bundling versus mixed bundling, are adopted by
view, changes in the beliefs that formally led to the stored
IT application vendors (e.g., Hitt and Chen 2005).
intention are more effective in changing habits.
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Venkatesh et ai/Consumer Acceptance and Use of IT
tional context (70 percent and 48 percent respectively). This applications/features) and depth of use (i.e., the frequency of
suggests that the proposed extensions are critical to making use). Future research can build on our study by including
the predictive validity of UT AUT in a consumer context com- more structural elements of use, such as those related to user
parable to what was found in the original UT AUT studies in and tasks (Burton-Jones and Straub 2006), to examine the
an organizational context. In light of these findings, com- explanatory power of behavioral intention and habit. For
parisons to other models, such as the model of adoption of instance, the predictive power of habit may increase relative
technology in the household (MATH; Brown and Venkatesh to that of behavioral intention when users' daily tasks are
2005), will be of value. Our model incorporates ideas from included in the measurement of use, as daily routine tasks are
MATH but an empirical comparison and incorporation of the more subject to the influence of habit.
household lifecycle as in Brown and Venkatesh (2005) could
be a fruitful future study. The issue of common method variance (CMV) has been
identified as a major methodological concern associated with
TAM-based research (e.g., Malhotra et al. 2006; Sharma et al.
Limitations and Future Research 2009; Straub and Burton-Jones 2007). Meta-analysis-based
investigations have revealed mixed results - while Malhotra
et al. (2006) found CMV was not a serious issue in the
The first limitation concerns generalizability of the findings.
As our study was conducted in Hong Kong, which has general
a veryТАМ framework, Sharma et al. (2009) suggested that
high penetration rate for mobile phones, the findings under certain conditions, the link between perceived
may not
usefulness and technology use is subject to relatively high
apply to countries that are less technologically advanced.
Second, as our sample is somewhat skewed, with a mean CMV.ageWhile examining the CMV in TAM/UTAUT-based
around 31, the findings may not apply to those research
who areis not the major goal of our paper, we did not find
significantly older. Third, we have studied only one CMV
typetoof
be a concern in our study. Even so, future research
should
technology (i.e., mobile Internet). Future research can adopt a more rigorous design to reduce measurement
build
on our study by testing UTAUT2 in different countries,and method biases. Future research using different, objective
measures
different age groups, and different technologies. Finally, we of use can help further rule out CMV. Future
included hedonic motivation, price value, and habit as pre- using experiments that manipulate the predictors
research
(and using the scales as manipulation checks) can further help
dictors based on key complementary theoretical perspectives
to the theoretical mechanisms in UTAUT. Future research reduce CMV concerns.
can identify other relevant factors that may help increase the
applicability of UTAUT to a wide range of consumer
technology use contexts. Managerial Implications
Our measure of behavior is self-reported. There is not only Our empirical finding about price value has implications for
significant variance across studies in how technology use is the pricing strategy of consumer IT application vendors.
conceptualized and measured, but also continuing conceptual/Particularly, our study suggests that perceived benefits over
measurement progress with respect to the use construct. monetary sacrifice (i.e., the price value) of IT applications can
According to Burton- Jones and Straub (2006), technology useinfluence consumers' technology use. For instance, the cur-
has been conceptualized and measured as extent of use (e.g.,rent cost structure of mobile Internet applications is mainly
Venkatesh and Davis 2000), breadth of use (e.g., Saga andbased on the network traffic generated by each type of appli-
Zmud 1994), variety of use (e.g., Igbaria et al. 1997; Thong cation, with multimedia contents priced at the highest level.
1999), users' cognitive absorption into the system (AgarwalHowever, this pricing pattern may not reflect the relative
and Karahanna 2000), etc. Thus, the interpretation of avalue attached to different applications by consumers. IT
study's results and comparison across studies on the varianceapplication vendors should first focus on the real value of
in use explained is contingent upon the conceptualization of their offerings for consumers. For instance, while mobile
the use construct. Following the convention of Burton- Jonesvideo applications, such as movie episodes, are priced high
and Straub (2006), our focus of technology use in the currentdue to the network traffic they generate, the real value (i.e.,
study is at the system element (i.e., breadth and extent/depth hedonic benefits) of these type of applications is still ques-
of the use). Accordingly, our measurement of technology usetionable, as consumers may not be able to concentrate fully on
is a formative index of six questions (see Appendix) on con- the movies when watching them on the small screen of the
sumers' usage frequencies of the six most popular mobile mobile devices while on the move (Xu et al. 2010). Thus,
Internet applications in Hong Kong. Thus, our measure incor-from a consumer's perspective, the hedonic benefits of mobile
porates both the breadth of use (i.e., number of different movies may not be high enough to justify the price, thus
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Venkatesh et ai/Consumer Acceptance and Use of IT
having low or even negative price value. In contrast, appli- want to keep this group of consumers on track. For instance,
cations less rich in media, such as mobile picture sharing, that customer help through a call center, instant messaging ser-
emphasize immediate experience sharing among friends, may vices, or a consumer community can take special care of older
be of higher price value to consumers because of their social women users who are new to IT applications. Second, we
value and timeliness. Our study suggests that to maximize found that younger men in the early stages of experience are
profit, vendors should optimize the pricing of different appli- motivated more by the hedonic benefits gained from using a
technology. This implies that hedonic applications of the
cations based on their utilitarian, hedonic, or other types of
value to consumers. technology that are interesting to younger men, such as
mobile gaming, music, and videos in the case of mobile data
services, can be bundled together with special promotions to
Our results suggest that there is a significant impact of con-
sumers' habit on personal technology use when they face an attract younger men new to the technology. Finally, we found
that older women, more than others, emphasize price value of
environment that is diversified and ever changing. In addition
the technology. This suggests that older women are more
to the direct and automatic effect of habit on technology use,
habit also operates as a stored intention path to influence price sensitive than other cohorts of consumers. Thus, from
behavior. This demands more marketing communication the perspective of IT application vendors, relatively simple
efforts to strengthen both the stored intention and its link and
to utilitarian technology applications can be promoted with
behavior. For instance, when multimedia messaging service special discounts to older women users while premium
(MMS) was introduced, mobile service providers rolled out pricing of hedonic applications may be adopted and targeted
at younger men. In summary, our study suggests that the
advertisements to emphasize a variety of scenarios where the
consumer technology industry should better design and
service can be used, such as experience sharing with friends,
sending greeting cards to family members, field workers market technologies to consumers in various demographic
groups at various stages of the use curve.
taking pictures on the spot, etc. These advertisements helped
to enhance the stored intention (i.e., I can use MMS in a
variety of contexts) and its link to the behavior in different
usage contexts. In retrospect, emphasizing the application of
Conclusions
mobile Internet in varied contexts and occasions may be a
useful strategy to potentially increase the habitual use of IT
The current study showed that in the context of consumers
applications. Moreover, our results suggest that the impact of
use of technology, the effects of hedonic motivation, price
habit on behavior differs with age, gender, and experience.
value, and habit are complex. First, the impact of hedonic
Specifically, older men with extensive experience, more thanmotivation on behavioral intention is moderated by age
others, tend to be driven by habit. Thus, when the goal is to
gender, and experience. Second, the effect of price value on
facilitate changes in consumers' habitual usage as in the case
behavioral intention is moderated by age and gender. Finally
of launching a new technology, more resources may need habitto has both direct and mediated effects on technology use,
be targeted at older men with significant experience because
and these effects are moderated by individual differences.
they may have great difficulty in changing their habits. In
Thus, both the TPB-based view of habit (i.e., as stored inten-
contrast, when IT application providers want to maintaintion) and the more recent automatic activation view of habit
consumers' habitual use, more attention should be paid to
(i.e., as a direct link between stimulus and behavior) are
younger women as they are most sensitive to changes in the
functioning together in determining consumer use of tech-
environment.
nology. Moreover, the strength and activation of habit differs
across age, gender, and experience. Overall, our study con-
Finally, the significance of the moderated effects in our model
firmed the important roles of hedonic motivation, price value
suggests that managers can use a market segmentation and habit in influencing technology use and in UTAUT2,
strategy to facilitate consumer technology use. Our results
which is tailored to the context of consumer acceptance and
show that different cohorts of consumers attach different
use of technology.
weights to various factors that influence their technology use,
which can potentially be attributed to the differential learning
abilities and social roles across age, experience, and gender. A cknowledgments
First, we found that when older women are in the early stages
of using a particular technology, they rely more on externalWe thank the senior editor, associate editor, and three reviewers for
resources to facilitate their continued use of the technology.their constructive comments. We also thank Jan DeGross for her
This suggests that on-going facilitations designed for older efforts in typesetting this manuscript. This study was partially
women should be provided by IT application vendors if theyfunded by research grants (HKUST6438/05H, SBI11BM04) from
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Venkatesh et ai/Consumer Acceptance and Use of IT
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Involvement," Journal of Marketing (49:1), pp. 72-82.
Straub, D. W., and Burton-Jones, A. 2007. "Veni, Vidi, Vici:
Viswanath Venkatesh, who completed his Ph.D. at the University
Breaking the ТАМ Logjam," Journal of the AIS (8:4), pp.
223-229. of Minnesota in 1997, is a Distinguished Professor and Billingsley
Stofega, W., and Llamas, R. T. 2009. "Worldwide Mobile PhoneChair in Information Systems at the Walton College of Business,
2009-2013 Forecast Update," IDC Document Number 217209, University of Arkansas. His research focuses on understanding the
IDC, Framingham, MA. diffusion of technologies in organizations and society. His work has
Sun Y., Bhattacherjee, A., and Ma, Q. 2009. "Extending Tech-appeared and is forthcoming in leading information systems,
nology Usage to Work Settings: The Role of Perceived Work organizational behavior, operations management, marketing, and
Compatibility in ERP Implementation," Information psychology
& journals. His articles have been cited about 19,000
Management (46:4), pp. 351-356. times per Google Scholar and about 6,000 times per Web of Science.
Thong J. Y. L. 1999. "An Integrated Model of Information Some of his papers published in various journals (Decision Sciences
1996, Information Systems Research 2000, Management Science
Systems Adoption in Small Businesses," Journal of Management
Information Systems (15:4), pp. 187-214. 2000, and MIS Quarterly 2003) are among the most cited papers
Thong J. Y. L., Hong, S. J., and Tam, К. Y. 2006. "The Effects of
published in the respective journals. He has served and is serving on
Post- Adoption Beliefs on the Expectation-Confirmation Model
the editorial boards of several journals. He recently published a
for Information T echnology Continuance," International Journal
book titled Road to Success: A Guide for Doctoral Students and
of Human-Computer Studies (64:9), pp. 799-810. Junior Faculty Members in the Behavioral and Social Sciences.
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Venkatesh et ai/Consumer Acceptance and Use of IT
James Y. L. Thong, who earned his Ph.D. from the National Xin Xu received his Ph.D. in information system from the Hong
University of Singapore, is a professor and Head of the Department Kong University of Science and Technology. His doctoral study
of Information Systems, Business Statistics and Operations Man- was focused on the strategic impacts of IT innovation on consumers.
agement (ISOM), School of Business and Management, Hong Kong He is currently an assistant professor of information systems at the
University of Science and Technology. His research on technology Hong Kong Polytechnic University. He has authored or coauthored
adoption, human-computer interaction, computer ethics, and IT in
articles in Management Science , Information Systems Frontiers, and
small business has appeared in Information Systems Research, MIS
IEEE Transactions on Engineering Management. His research
Quarterly, Journal of Management Information Systems, Journal of
interests include management of IT services, organizational imple-
the AIS, Decision Support Systems, European Journal of Information
mentation of IT, HCl for e-commerce, and mobile computing.
Systems, IEEE Transactions on Engineering Management, and
Information Systems Journal, among others. He has served or is
serving as an associate editor for Information Systems Research and
MIS Quarterly.
Appendix
Survey Items
EE2. My interaction with mobile Internet is clear and understandable. HT4. Using mobile Internet has become natural to me. (dropped)
EE3. I find mobile Internet easy to use.
EE4. It is easy for me to become skillful at using mobile Internet. Behavioral Intention
BI1 . I intend to continue using mobile Internet in the future.
Social Influence BI2. I will always try to use mobile Internet in my daily life.
BI3.
511 . People who are important to me think that I should use I plan to continue to use mobile Internet frequently.
mobile
Internet.
Use use
512. People who influence my behavior think that I should
mobile Internet. Please choose your usage frequency for each of the following:
a) SMS
513. People whose opinions that I value prefer that I use mobile
Internet. b) MMS
c) Ringtone and logo download
Facilitating Conditions d) Java games
FC1 . I have the resources necessary to use mobile Internet. e) Browse websites
FC2. I have the knowledge necessary to use mobile Internet. f) Mobile e-mail
FC3. Mobile Internet is compatible with other technologies I use. Note: Frequency ranged from "never" to "many times per day."
FC4. I can get help from others when I have difficulties using mobile
Internet.
Hedonic Motivation
HM1 . Using mobile Internet is fun.
HM2. Using mobile Internet is enjoyable.
HM3. Using mobile Internet is very entertaining.
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