Customer behavior and adoption · Two-stage online survey: technology-use data were collected four months after the first survey; the study empirically tests the proposed consumer-context UTAUT2 model.
Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology 1
Viswanath Venkatesh, James Y. L. Thong, Xin Xu (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology 1. MIS Quarterly. https://doi.org/10.2307/41410412.
Plain-English take
Adding hedonic motivation, price value, and habit to UTAUT substantially increased explained variance: behavioral intention from 56% to 74% and technology use from 40% to 52%; age, gender, and experience were modeled as moderators. For your marketing: Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.
How much weight to give this
3/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Two-stage online survey: technology-use data were collected four months after the first survey; the study empirically tests the proposed consumer-context UTAUT2 model.
1,512 mobile Internet consumers; the publisher abstract identifies the context as consumer acceptance and use of mobile Internet technology.
Based on the publisher-described design and comparison; see the article for complete analysis.
Publisher record was fetched directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
How can UTAUT be extended to explain consumers' acceptance and use of information technology, including the roles of hedonic motivation, price value, habit, and individual differences?
Design
Two-stage online survey: technology-use data were collected four months after the first survey; the study empirically tests the proposed consumer-context UTAUT2 model.
Sample and setting
1,512 mobile Internet consumers; the publisher abstract identifies the context as consumer acceptance and use of mobile Internet technology.
Reported result
What the study found
Adding hedonic motivation, price value, and habit to UTAUT substantially increased explained variance: behavioral intention from 56% to 74% and technology use from 40% to 52%; age, gender, and experience were modeled as moderators.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Not stated on the fetched publisher article page/abstract.
Possible founder application
Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.
Evidence access
Publisher abstract/metadata retrieved; consult the linked paper for full methods and tables.
The publisher abstract says the article extends UTAUT to a consumer context, adds hedonic motivation, price value, and habit, and reports results from a two-stage online survey of 1,512 mobile Internet consumers with use measured four months later; it reports the 56%-to-74% and 40%-to-52% improvements. Direct publisher-page retrieval was recorded on 2026-10-09; profile summarizes the accessible record and does not claim independent review of inaccessible full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.