User Acceptance Of Information Technology Toward A Unified View – According to the Unified Theory of Technology Acceptance and Use, there are four key constructs. These are illustrated in the original example of Venkatesh et al. (2003) On using a personal computer (PC):
The first three constructs are direct determinants of the intention to use new technologies. The facilitation of conditions is a direct determinant of the intention to use a new technology and the behavior of users.
User Acceptance Of Information Technology Toward A Unified View
Venkatesh et al. (2012) extracted the factors from the original UTAUT model for the consumption context and included the following three factors, which improved the prediction of behavioral intention and usage behavior. These are illustrated in the original example of Venkatesh et al. (2012) on Internet use:
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Venkatesh, V., Morris, M., Davis, G., & Davis, F. (2003). User acceptance of information technology: Toward a unified approach. MIS Quarterly
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending a unified theory of technology acceptance and use.MIS Quarterly, 36(1), 157-178.
Blunt, M., Chong, A. Y. L., Tsigna, Zayyad, Tsigna & Venkatesh, V. (2022). A meta-analysis of the Unified Theory of Acceptance and Use of Technology (UTAUT): Questioning its validity and setting a research agenda in the red ocean.
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If you disable this cookie, we will not be able to save your preferences. This means that you will have to re-enable or disable cookies each time you visit this website. In the last sections we analyzed several models of change, and now we will talk about a model designed to unite them all: the Unified Theory of Acceptance and Use of Technology.
How can change agents harness the power of technology to improve their work? This question has been a topic of great interest and research over the years. Venkatesh et al. (2003) presented the Unified Theory of Technology Acceptance and Use (UTAUT) model to try to answer this question. Since then, the model has provided valuable insight into understanding the factors that influence technology acceptance and use. In this section, we will explore the UTAUT model and its relevance to change agents, with practical examples to illustrate its application.
Let’s start with a brief overview. The UTAUT model is a comprehensive framework that integrates and extends various theories to explain technology acceptance and use. It integrated elements of the previous eight models of technology acceptance, namely:
In the figure below you can see that the model has four main determinants of intention and use (on the left) and four moderators of key relationships (below). Let us first examine the four key factors that influence users’ behavioral intentions to adopt and use technology.
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1) Performance expectancy refers to the user’s belief that using the technology will improve their work performance and productivity. It is moderated by gender and age, so the effect will be stronger for men and especially for young people.
2) Expectation of effort is defined as the level of ease associated with using the system. It is moderated by sex, age and experience, so the effect will be stronger in women, especially younger women, and especially in the early stages of experience.
3) Social influence examines the influence of external factors on an individual’s decision to adopt technology. It includes factors such as peer pressure, social norms, and support from peers or superiors. It is moderated by sex, age, voluntariness and experience, so the effect will be stronger in women, especially older women, especially in the early stages of experience in mandatory contexts.
4) Enabling conditions refer to the availability of resources, support and infrastructure necessary to adopt and use the technology. In the context of change agents, enabling conditions may include reliable Internet access, training programs, and technical support.
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Now let’s explore how we can apply technology to improve adoption and use in our work. Here are some examples:
1) Performance expectations: To improve performance expectation, we could introduce technology-driven solutions that directly address the challenges they face. For example, implementing mobile apps or web-based platforms for real-time tracking and monitoring of crop diseases can enable users to respond quickly, leading to better results.
2) Effort Expectation: Simplifying technology interfaces and providing user-friendly training materials significantly reduces the effort required to adopt technology. By ensuring tools and apps are intuitive and easy to navigate, we can encourage wider adoption and use. For example, providing step-by-step video tutorials on using farming software can help overcome initial hurdles and build confidence.
3) Social Impact: Fostering knowledge sharing platforms and creating communities of practice among users can promote social impact. These platforms can facilitate discussions, share success stories and exchange best practices related to technology adoption. Peer support and positive reinforcement play a key role in influencing people’s decisions. For example, organizing workshops or conferences, such as AgEvoke here in Australia, where users have the opportunity to showcase their technological innovations can inspire others.
Understanding The Unified Theory Of Acceptance And Use Of Technology
4) Facilitating conditions: improving the facilitating conditions means ensuring the existence of the necessary resources and support systems. This may include partnerships with technology providers, government agencies and funding institutions to ensure the necessary infrastructure, funding and technical support. Additionally, providing opportunities for continuing education and professional development can empower users to effectively adapt and adopt emerging technologies.
These were some examples where we could use the model. However, to achieve successful technology adoption, change agents must consider the following key points.
In conclusion, the UTAUT model provides a comprehensive framework for understanding the factors that influence technology adoption and use. As a change agent, the UTAUT model offers valuable insights to improve the effectiveness and efficiency of our work. By considering the four key factors of performance expectation, effort expectation, social influence and enabling conditions, we can create the right environment for technology adoption. By applying user-centered approaches, continuously evaluating and improving technology solutions, fostering collaboration and addressing digital disruption, we can harness the power of technology to drive positive change and achieve sustainable agricultural practices.
However, remember that technology is not a stand-alone solution, but a tool to support and enhance existing extension practices. By combining our experience with technological advances, we can unlock new opportunities, overcome challenges and deliver effective activities for farmers and rural communities. So the UTAUT model is useful for incorporating technology into our future!
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Well, you’ve read our thoughts, now we want to hear yours! Add a comment below and tell us about your experiences with the UTAUT model, including tips and more ideas about it. We don’t want it to be a one-way conversation; Get involved by sharing your thoughts and ideas with us!
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Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified approach. MIS Quarterly, 425-478. Integration of LDA-Based Social Network and Emotion Analysis on Urban Tourism Destination Image Perception: The Case of Wuhan
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Received: November 22, 2021 / Revised: December 16, 2021 / Accepted: December 17, 2021 / Published: December 21, 2021
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