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Investigating the role of attitude in technology acceptance from an attitude strength perspective

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  • Kim, Yong Jin
  • Chun, Jae Uk
  • Song, Jaeki

Abstract

Since Davis et al. originally formulated the Technology Acceptance Model (TAM), research on information technology (IT) acceptance has yielded many extended and competing models. Empirical investigation of these models, however, has not consistently supported the mediating role of attitude in predicting user IT adoption, leading some researchers to claim a minimal role of attitude. In this study, we call for attention to the role of attitude in explaining technology acceptance behavior. In developing the research model, we draw on both the concept of attitude strength and previous technology acceptance studies. Empirical examination of our research hypotheses indicates that attitude toward system use fully mediates the effects of salient beliefs on behavioral intention when the attitude is strong, whereas it partially mediates the effects when the attitude is weak. Our findings provide additional insights in predicting technology acceptance behavior.

Suggested Citation

  • Kim, Yong Jin & Chun, Jae Uk & Song, Jaeki, 2009. "Investigating the role of attitude in technology acceptance from an attitude strength perspective," International Journal of Information Management, Elsevier, vol. 29(1), pages 67-77.
    • Handle: RePEc:eee:ininma:v:29:y:2009:i:1:p:67-77
    DOI: 10.1016/j.ijinfomgt.2008.01.011
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    Cited by:

    1. Wang, Hui-Chih & Doong, Her-Sen, 2010. "Argument form and spokesperson type: The recommendation strategy of virtual salespersons," International Journal of Information Management, Elsevier, vol. 30(6), pages 493-501.
    2. Udo, Godwin J. & Bagchi, Kallol K. & Kirs, Peeter J., 2010. "An assessment of customers’ e-service quality perception, satisfaction and intention," International Journal of Information Management, Elsevier, vol. 30(6), pages 481-492.
    3. Sheshadri Chatterjee & Nripendra P. Rana & Sangeeta Khorana & Patrick Mikalef & Anuj Sharma, 2023. "Assessing Organizational Users’ Intentions and Behavior to AI Integrated CRM Systems: a Meta-UTAUT Approach," Information Systems Frontiers, Springer, vol. 25(4), pages 1299-1313, August.
    4. Jonas Wanner & Lukas-Valentin Herm & Kai Heinrich & Christian Janiesch, 2022. "The effect of transparency and trust on intelligent system acceptance: Evidence from a user-based study," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2079-2102, December.
    5. Tam To Nguyen & Huong Thi Thu Truong & Tuan Le-Anh, 2023. "Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model," SAGE Open, , vol. 13(4), pages 21582440231, December.
    6. Pedro C. Santana-Mancilla & Luis E. Anido-Rifón, 2017. "The Technology Acceptance of a TV Platform for the Elderly Living Alone or in Public Nursing Homes," IJERPH, MDPI, vol. 14(6), pages 1-15, June.
    7. Zhu, Yan & Li, Yan & Wang, Weiquan & Chen, Jian, 2010. "What leads to post-implementation success of ERP? An empirical study of the Chinese retail industry," International Journal of Information Management, Elsevier, vol. 30(3), pages 265-276.

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    Keywords

    Attitude; Attitude strength;

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