Impact of cognition, affect, and social factors on technology adoption Online publication date: Fri, 13-Sep-2019
by Dhoha AlSaleh; Ramendra Thakur
International Journal of Technology Marketing (IJTMKT), Vol. 13, No. 2, 2019
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.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook