Investigating the role of attitude in technology acceptance from an attitude strength perspective

Despite the importance of attitude in predicting an individual’s behavior, research on IT adoption has discounted the role of attitude in explaining technology acceptance behavior. Additionally, the attitude construct has often been omitted in research on IT acceptance. In this study, we call attention to the role of attitude in explaining technology acceptance behavior. In developing our research model, we draw on both the concept of attitude strength and previous technology acceptance studies. Empirical examination of our research hypotheses indicates that attitude toward system use fully mediates the effects of salient beliefs on behavioral intention when attitude is strong, whereas it partially mediates the effects when attitude is weak. Our findings provide additional insights in predicting technology acceptance behavior.