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Cited by 486

The DOI matches its Crossref record; 65 of the 65 references it cites were found in a registry or an index.

Toward a unified theory of consumer acceptance technology

Kulviwat, Songpol, Bruner II, Gordon C., Kumar, Anand, Nasco, Suzanne A., Clark, Terry·2007·Psychology & Marketing
DOI 10.1002/mar.20196
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Abstract

In the last few decades, scholars and practitioners have increasingly tried to understand the factors that influence technology acceptance. Theories and models developed by scholars have tended to focus on the role of cognition and have rarely included affect. The few studies that have incorporated affect have tended to measure a single emotion rather than modeling it comprehensively. This research addresses that inadequacy in our understanding of technology adoption by merging two previously unrelated models: TAM (the Technology Acceptance Model) and PAD (the Pleasure, Arousal, and Dominance paradigm of affect). This study also examines an enhanced view of cognition. The product of this unified theoretical framework is referred to as the Consumer Acceptance of Technology (CAT) model. The results of a test using structural equation modeling provide empirical support for the model. Overall, the CAT model explains over 50% of the variance in consumer adoption intentions, a considerable increase compared to TAM. These findings suggest that substantial improvement in the prediction of technology adoption decisions is possible by use of this model with its integration of affect and cognition. © 2007 Wiley Periodicals, Inc.

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Metadata

Authors
Kulviwat, S., Bruner II, G. C., Kumar, A., Nasco, S. A., & Clark, T.
Venue
Psychology & Marketing
Publisher
Wiley
Published
2007-11-07
Volume
24
Issue
12
Pages
1059-1084
ISSN
  • 0742-6046 (ISSN-L)
  • 1520-6793
DOI
10.1002/mar.20196
OpenAlex
W2138672357
Cited by
486
References
65
FWCI
17.32
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: Toward a unified theory of consumer acceptance technology. https://app.cochat.ai/papers/10.1002/mar.20196
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Kulviwat, S., Bruner II, G. C., Kumar, A., Nasco, S. A., & Clark, T. (2007). Toward a unified theory of consumer acceptance technology. Psychology & Marketing. https://doi.org/10.1002/mar.20196

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