Extending the Technology Acceptance Model 3 to Incorporate the Phenomenon of Warm-Glow

In this paper, we extend the third evolution of Technology Acceptance Model (TAM3) to incorporate warm-glow with aim understanding role phenomenon plays on user adoption decisions. Warm-glow is feeling satisfaction or pleasure (or both) that experienced by individuals after they do something "good" for their fellow human. Two constructs - perceived extrinsic (PEWG) and intrinsic (PIWG) were incorporated into TAM3 model measure two dimensions user-experienced warm-glow, forming what refer as + WG model. An experimental approach was taken evaluate suitability proposed (i.e., WG). A vignette created present users a hypothetical technology designed evoke in participants. Our found be superior terms fit Furthermore, PEWG PIWG confirmed unique within original The findings indicate factors have greatest influence consumer decisions are (in decreasing order) usefulness (PU), PIWG, subjective norm (SN), PEWG. Additionally, higher resulted being more useful. other words, both play prominent whether not adopt particular technology.