Toward a Unified Theory of Consumer Acceptance Technology

In the last few decades, scholars and practitioners have increasingly tried to understand the factors that influence technology acceptance. Theories and models developed by scholars have tended to focus on the role of cognition and have rarely included affect. The few studies that have incorporated affect have tended to measure a single emotion rather than modeling it comprehensively. This research addresses that inadequacy in our understanding of technology adoption by merging two previously unrelated models: TAM (the Technology Acceptance Model) and PAD (the Pleasure, Arousal, and Dominance paradigm of affect). This study also examines an enhanced view of cognition. The product of this unified theoretical framework is referred to as the Consumer Acceptance of Technology (CAT) model. The results of a test using structural equation modeling provide empirical support for the model. Overall, the CAT model explains over 50% of the variance in consumer adoption intentions, a considerable increase compared to TAM. These findings suggest that Psychology & Marketing, Vol. 24(12): 1059–1084 (December 2007) Published online in Wiley InterScience (www.interscience.wiley.com) © 2007 Wiley Periodicals, Inc. DOI: 10.1002/mar.20196