The Moderating Effect of Technology Awareness on the Relationship between UTAUT Constructs and Behavioural Intention to Use Technology: A Conceptual Paper
- Faruq Muhammad Abubakar
An extended Unified Theory of Acceptance and Use of Technology (UTAUT) for mobile commerce (m-commerce) was empirically tested using data collected from a web survey distributed to and through the Hong Kong undergraduates and postgraduates. The partial least squares (PLS) technique of the structural equation modeling (SEM) was used to evaluate the causal model and the confirmatory factor analysis (CFA) was performed to examine the reliability and validity of the measurement model. Findings indicated that the new construct of Disturbance Concerns (DC) is a significant factor affecting users’ behavioural intention. This study aims to understand both the positive and negative factors that can significantly explain user acceptance intention and use behaviour so that service providers can adjust their strategies for providing successful m-commerce services. It also provides a base for further research on the user acceptance models of new information systems.