TY - JOUR
T1 - Investigating the Role of Attitude in Technology Acceptance from An Attitude Strength Perspective
AU - Chun, J.
AU - Kim, Y.
AU - Song, Jaeki
PY - 2009/2
Y1 - 2009/2
N2 - Since Davis et al. originally formulated the Technology Acceptance Model (TAM), research on information technology (IT) acceptance has yielded many extended and competing models. Empirical investigation of these models, however, has not consistently supported the mediating role of attitude in predicting user IT adoption, leading some researchers to claim a minimal role of attitude. In this study, we call for attention to the role of attitude in explaining technology acceptance behavior. In developing the 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 the attitude is strong, whereas it partially mediates the effects when the attitude is weak. Our findings provide additional insights in predicting technology acceptance behavior.
AB - Since Davis et al. originally formulated the Technology Acceptance Model (TAM), research on information technology (IT) acceptance has yielded many extended and competing models. Empirical investigation of these models, however, has not consistently supported the mediating role of attitude in predicting user IT adoption, leading some researchers to claim a minimal role of attitude. In this study, we call for attention to the role of attitude in explaining technology acceptance behavior. In developing the 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 the attitude is strong, whereas it partially mediates the effects when the attitude is weak. Our findings provide additional insights in predicting technology acceptance behavior.
KW - Attitude
KW - Attitude strength
KW - Technology acceptance behavior
UR - http://www.scopus.com/inward/record.url?scp=59349104883&partnerID=8YFLogxK
U2 - 10.1016/j.ijinfomgt.2008.01.011
DO - 10.1016/j.ijinfomgt.2008.01.011
M3 - Article
VL - 29
SP - 67
EP - 77
JO - International Journal of Information Management
JF - International Journal of Information Management
IS - 1
ER -