Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology 1

For your marketing

Possible founder application

Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.

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.

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.

Scope and transfer

Limitations to keep in view

Not stated on the fetched publisher article page/abstract.

Research sources

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.