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A comparison of the different versions of popular technology acceptance models: A non-linear perspective

Francisco Javier Rondan-Cataluña (Department Business Management and Marketing, University of Seville, Seville, Spain)
Jorge Arenas-Gaitán (Department Business Management and Marketing, University of Seville, Seville, Spain)
Patricio Esteban Ramírez-Correa (School of Business Studies, Catholic University of the North, Coquimbo, Chile)

Kybernetes

ISSN: 0368-492X

Publication date: 5 May 2015

Abstract

Purpose

The purpose of this paper is to provide a complete and chronological view of the evolution of the main acceptance and use of technology models, from the 1970s to the present day.

Design/methodology/approach

A comparison of partial least squares (linear model) and WarpPLS (non-linear model) has been run for each acceptation of technology model: TRA, TAM0, TAM1, TAM2, TAM3, UTAUT, UTAUT2. The data set collects the information of mobile internet users.

Findings

The authors have concluded that UTAUT2 model obtains a better explanation power than the rest of technology acceptance models (TAMs) in the sample of mobile internet users. Furthermore, all models have a better explanation power using non-linear relationships than the traditional linear approach.

Originality/value

The vast majority of research published to date with regard to the Theory of Reasoned Action (TRA), the Technology Acceptance Model (TAM), and the Unified Theory of Acceptance and Use of Technology (UTAUT) are based on structural equation models assuming linear relationships between variables. The originality of this study is that it incorporates non-linear relationships and compares the same models using both approaches.

Keywords

Acknowledgements

Research project – Proyectos de Excelencia de la Junta de Andalucía – reference code no. P11-SEJ-7042.

Citation

Rondan-Cataluña, F.J., Arenas-Gaitán, J. and Ramírez-Correa, P.E. (2015), "A comparison of the different versions of popular technology acceptance models: A non-linear perspective", Kybernetes, Vol. 44 No. 5, pp. 788-805. https://doi.org/10.1108/K-09-2014-0184

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited