Modeling the Determinants Affecting Consumers’ Acceptance and Use of Information and Communications Technology

Understanding individual acceptance and use of Information and Communication Technology (ICT) is one of the most mature streams of information systems research. In Information Technology and Information System research, numerous theories are used to understand users’ adoption of new technologies. Various models were developed including the Innovation Diffusion Theory, Theory of Reasoned Action, Theory of Planned Behavior, Technology Acceptance Model, and recently, the Unified Theory of Acceptance and Use of Technology. Each of these models has sought to identify the factors which influence consumers’ intention or actual use of information technology. This research composes a new hybrid theoretical framework to identify the factors affecting the acceptance and use of Mobile Internet -as an ICT application- in a consumer context. The proposed model incorporates eight constructs: Performance Expectancy, Effort Expectancy, Facilitating Conditions, Social Influences, Perceived Value, Perceived Playfulness, Attention Focus, and Behavioral intention. Individual differences—namely, age, gender, education, income, and experience are moderating the effects of these constructs on behavioral intention and technology use.