Investigating the Role of Attitude in Technology Acceptance from An Attitude Strength Perspective

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.