Title: Interacting effect of conformity and critical mass in technology acceptance: a conceptual model

Authors: Abdou Illia, Assion Lawson-Body, Simon Lee, Marie-Christine Roy

Addresses: Eastern Illinois University, 600 Lincoln Avenue, Charleston, IL 61920, USA. ' University of North Dakota, 293 Centennial Drive, Grand Forks, ND 58202, USA. ' Eastern Illinois University, 600 Lincoln Avenue, Charleston, IL 61920, USA. ' Laval University, 2325 rue de la Terrasse, Quebec, PQ, G1V 0A6, Canada

Abstract: This paper explores the interacting effect of motivation to comply on the relationship between subjective norms and perceived usefulness of smartphones, as an example of interactive technologies. It also explores the interacting effect of the mass of users (in the user|s social and organisational context) on the relationship between perceived usefulness and actual usage of smartphones. Based on a thorough review of both the IS and the social psychology literatures, the paper proposes a conceptual model for assessing the interacting effect of motivation to comply and mass of users in IT acceptance along with eight research propositions. Theoretical and practical implications of the proposed model are discussed, which include how the significance of the interacting effects of motivation to comply and mass of users may help shape mobile service providers| marketing strategies.

Keywords: custom marketing; conformity; critical mass; interactive technology; interacting effect; technology acceptance; motivation; perceived usefulness; smartphones; smartphone usage; conceptual modelling.

DOI: 10.1504/IJECRM.2011.041260

International Journal of Electronic Customer Relationship Management, 2011 Vol.5 No.2, pp.97 - 110

Available online: 14 Jul 2011 *

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