Knowledge Behavior Gap Model: An Application for Technology Acceptance

Abstract

Organizational change initiatives and societal health campaigns often fail or produce unsustainable outcomes. Intense trainings and knowledge sharing not necessarily lead to expected behavioral results. Is there a gap between what people know and what they do? This paper investigates ways for understanding and closing this gap. It reviews the literature related to innovation diffusion and technology acceptance. Based on that, it develops a Knowledge Behavior Gap model, containing four main constructs: knowledge, acceptance, intention, and behavior. To validate the model, a quantitative survey instrument was designed. Using it, eighty-three valid responses were collected. Partial least squares structural equation modeling method was used to analyze the data and test the model. The results demonstrate a strong and significant path from knowledge to behavior that leads through acceptance and intention. Interestingly, the paths from knowledge to acceptance and from intention to behavior both get even stronger with age. Meaning that for older people knowledge is a more powerful predictor of acceptance and intention is a more seriously influencing behavior. As the main contribution to science and practice, the model provides a more consistent way for measuring and predicting the success of envisioned organizational and societal changes. Thus, researchers are encouraged to advance Knowledge Behavior Gap model, while professionals are invited to apply it for enhancing desired transformations towards hyper-performance.