The Effect of Warm-Glow on User Perceived Usability and Intention to Adopt Technology: Extending UTAUT2
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In this work we investigate the effect that warm-glow has on user's perception of the usability of a technology as well as their intention to adopt within the context of the second version of the Unified Theory of Acceptance and Use of Technology (UTUAT2). The UTAUT2 model was extended for this purpose, incorporating two existing constructs designed to capture the two aspects of warm-low (extrinsic and intrinsic), forming the UTAUT2 + WG model. An experimental approach was then taken to evaluate this proposed model, where participants were exposed to a vignette describing a hypothetical technology which was designed to evoke a feeling of warm-glow. The collected data was analyzed using the partial least squares approach in order to evaluate our ex-tended model/ The results revealed that warm-glow does indeed influence user behavior and plays a prominent role. Warm-glow was found to influence user perception of the usability of a technology, where effectiveness is reflected through the factor of performance expectancy (PE), efficiency through the factor of effort expectancy (EE), and satisfaction through hedonic motivation (HM). Furthermore, warm-glow was found to influence user behavioral intention to adopt technology. The paper concludes by discussing the implications of these findings.
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