Title: Impact of cognition, affect, and social factors on technology adoption

Authors: Dhoha AlSaleh; Ramendra Thakur

Addresses: College of Business, Gulf University for Science and Technology (GUST), Block 5, Building 1, Mubarak Al-Abdullah Area/West Mishref, Kuwait ' Department of Marketing, B.I. Moody III College of Business Administration, University of Louisiana at Lafayette, Lafayette, LA 70504-3930, USA

Abstract: In recent decades, high-tech innovations have become very essential in personal and corporate lives and the economy as a whole. The objective of this research is to propose and test a new model for consumer acceptance of technology by including three social constructs: social influence, susceptibility to normative influence, and susceptibility to informational influence. The new proposed model is expected to significantly improve the prediction of intentions to adopt high-tech products compared to the TAM and CAT models. 11 hypotheses were tested in this study using SEM. Results showcase that cognition (perceived usefulness) and affect (pleasure, arousal, and dominance) influences consumers' attitude. Furthermore, this research also suggests that social factor (social influence) also has a significant effect on attitude toward adopting technology innovations. Overall, results indicate that incorporation of cognition, affect, and social factors into a model enhances the explanatory power of the model.

Keywords: cognition; affect; social; technology acceptance; consumer acceptance of technology; CAT.

DOI: 10.1504/IJTMKT.2019.102266

International Journal of Technology Marketing, 2019 Vol.13 No.2, pp.178 - 200

Received: 24 Nov 2017
Accepted: 05 Sep 2018
Published online: 13 Sep 2019 *

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