Adoption Process for VoIP: The UTAUT Model

In recent years, consumer research has used different models to find the variables that help consumers make decisions as to whether to adopt a new technology or not. Some of the more popular models used for this purpose are: Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), and Innovations Diffusion Theory, among others. Recently, Venkatesh, Morris, Davis, and Davis [16] tried to unify the different constructs of all these models in one unique model, and with this in mind developed the Unified Theory of Acceptance and Use of Technology (UTAUT). It is the objective of this study to test the usefulness of this model in the context of end user consumption, a task not specifically attempted by Venkatesh, et al. The setting for this test is Voice over Internet Protocol (VoIP) technology.