An Empirical Research: Incorporation of User Innovativeness into TAM and UTAUT in Adopting a Golf App

Abstract

This current empirical study aims at investigating the incorporation of consumer innovativeness in TAM and UTAUT in the development of a golf app and how these influence consumer behavioral intentions in adopting the golf app. These models help illustrate consumer adoption of particular technologies and relate to the concept of innovation diffusion theory. Our research has obtained 394 responses and participants of the questionnaire were evenly divided by gender and age to reach the purpose of the current research. The main statistical methodology used the structural equation modeling (SEM) to evaluate the connection among user’s innovativeness regarding the golf application, technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT), behavioral intention, and word of mouth. In contrast to correlation assessments, SEM can measure the strength of the linear causative relationships between factors. Finally, this research concludes that TAM and UTAUT components determine the consumer’s attitude towards accepting and using new technology. Consumers who are open to innovations are more likely to accept emerging technology products and use them with the least resistance.