Study of the Factors Affecting the Intention to Adopt and Recommend Technology to Others: Based on the Unified Theory of Acceptance and Use of Technology (UTAUT)

Abstract

The present study investigates the factors affecting the intention to adopt and recommend technology to others: based on the Unified Theory of Acceptance and Use of Technology. This applied research is descriptive-analytical in terms of data collection. According to the analytical model presented in this research, the environmental characteristics of websites are more important in the early stages of the online shopping process. The information on a website is critical to examine a product with customers’ criteria or needs. An attractive website creates a more positive feeling in the audience, keeps users on the website for a more extended period, and attracts new customers. Also, as part of both the emotional and logical aspects of using technology, individual factors influence the intention to adopt and recommend Internet banking by customers. In the realm of e-commerce, how environmental and individual characteristics affect user intent is still challenging. After data collecting and hypotheses tested, it was concluded that also in this research, these factors affect the acceptance and recommendation of internet banking to others.