Abstract

The study on the acceptance and use of technologies by consumers has been the subject of academic attention. However, the adoption of technology and its integration into the personal and professional lives of consumers still remains an open question. Drawing on TAM's main constructs, Rogers' Diffusion of Innovation Theory and studies analyzing the role of word-of-mouth, consumer behavior, processes and factors of influence and inhibition in technology adoption, this article proposes a new model, which considers social influence as a promoting agent of use and diffusion of technology.

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