Interacting effect of conformity and critical mass in technology acceptance: a conceptual model
by Abdou Illia, Assion Lawson-Body, Simon Lee, Marie-Christine Roy
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 5, No. 2, 2011

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.

Online publication date: Thu, 14-Jul-2011

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