Conceptual Model

In this chapter, the research model of this study is developed. Traditional research on the adoption of innovations and information technology emphasizes that characteristics of the innovation or technology affect consumers’ adoption or intention to adopt (Arts et al. International Journal of Research in Marketing 28:134–144, 2011; Davis et al. Management Science 35:982–1003, 1989). However, researchers have argued that consumer-related factors might be more important than innovation characteristics in explaining adoption behavior (e.g., Im et al. Journal of the Academy of Marketing Science 35:63–75, 2007; Kleijnen et al. Journal of Service Research 7:343–359, 2005). Moreover, research has demonstrated that these motivations mediate the effects of innovation characteristics, such as relative advantage, complexity, or compatibility, on adoption and are thus powerful predictors of adoption (Meuter et al. Journal of Marketing 69:61–83, 2005). Based on the reviewed literature, this study proposes a modified version of the adoption model introduced by Malhotra et al. (Journal of Management Information Systems 25:267–300, 2008), since it offers the combination of the technology adoption and motivational aspects. The original model is based on the TAM (Davis MIS Quarterly 13:319–340, 1989; Davis et al. Management Science 35:982–1003, 1989) and the Organismic Integration Theory (OIT) (Deci and Ryan. Intrinsic motivation and self-determination in human behavior. New York: Springer, 1985). The OIT allows one to understand how a user’s internal psychological perception about autonomy shapes his or her intentions and behaviors. Hence, it can help explain why some technologies are more readily accepted by some users than by others.