A Review of Technology Acceptance and Adoption Models in Consumer Study

Roszi Naszariah Nasni Naseri, Siti Noraziana Azis, Norlela Abas


User acceptance of technology has been a key area of study for numerous studies. Businesses could determine the path for future development by understanding user acceptability. A variety of frameworks and models have been created to describe how users embrace new technologies, and these models add variables that may have an impact on user acceptance. An overview of theories and concepts related to user acceptability of technology are given in this study. The growth of each theory, as well as its most important applications, expansion and limitations are summarised in this paper. In addition it provides a summary of the technological acceptance and adoption model in consumer study. Through this review, future researchers will be better able to conceptualise, identify, and appreciate the underlying technological models and theories that may influence future application of technology adoption.


technology acceptance, adoption, model, consumer, review

Full Text:



Abdullah, F., Ward, R., & Ahmed, E. (2016). Investigating the influence of the most commonly used external variables of TAM on students’ Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of e-portfolios. Computers in human behaviour, 63(1), 75-90.

Afrasiabi R. A., & Benyoucef, M.A. (2011). Model for Understanding Social Commerce. Journal of Information Systems Applied Research, 4(2), 63-73.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(1), 179-211.

Ajzen, I. (2002). Constructing a TPB questionnaire: Conceptual and methodological considerations. Retrieved from https://www.people.umass.edu.my

Alam, S.S., & Sayuti, N.M. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International journal of Commerce and Management, 21(1), 8-20.

Al-Qeisi, K., Dennis, C., Alamanos, E. & Jayawardhena, C. (2014). Website design quality and usage behavior: Unified Theory of Acceptance and Use of Technology. Journal of Business Research, 67(11), 2282-2290.

Al-Suqri, M.N., & Al-Kharusi, R.M. (2015). Ajzen and Fishbein's theory of reasoned action (TRA). Information seeking behavior and technology adoption: Theories and trends, IGI Global.

Alwahaishi, S., & Snásel, V. (2013). Acceptance and use of information and communications technology: a UTAUT and flow based theoretical model. Journal of technology management & innovation, 8(2), 61-73.

Ambali, A.R. (2014). ICT adoption and application in the Malaysian public sector, IGI Global.

Ashraf, N., Faisal, M.N., Jabbar, S. & Habib, M.A. (2019). The role of website design artifacts on consumer attitude and behavioural intentions in online shopping. Technical Journal, 24(02), 50-60.

Attewell, P. (1992). Technology Diffusion and Organizational Learning: The Case of Business Computing. Organization Science, 3(1), 1-19.

Baptista, G., & Oliveira, T. (2015). Understanding mobile banking: The unified theory of acceptance and use of technology combined with cultural moderators. Computers in Human Behavior, 50(1), 418-430.

Buabeng-Andoh, C. (2018). Predicting students’ intention to adopt mobile learning: A combination of theory of reasoned action and technology acceptance model. Journal of Research in Innovative Teaching & Learning, 11(2), 178-191.

Clarke, R. (1999). Internet privacy concerns confirm the case for intervention. Communications of the ACM, 42(2), 60-67.

Dapp, T. F., Stobbe, A., Wruuck, P., Keane, B., Napier, J., Sabadra, A., & Hoffmann, R. (2012). The future of (mobile) payments.

Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(1), 318-340.

Fischer, R., Karl, J.A. & Fischer, M.V. (2019). Retracted: Norms Across Cultures: A Cross-Cultural Meta-Analysis of Norms Effects in the Theory of Planned Behavior. Journal of Cross-Cultural Psychology, 50(10), 1112-1126.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley.

Glanz, K., Rimer, B.K., & Viswanath, K. (2008). Health behavior Encyclopaedia of Epidemiology. Thousand Oaks: SAGE Publications, Inc.

Huang, C.Y., & Kao, Y.S. (2015). UTAUT2 based predictions of factors influencing the technology acceptance of phablets by DNP. Mathematical Problems in Engineering, 1(2015), 1-23.

Ketabi, S.N., Ranjbarian, B., & Ansari, A. (2014). Analysis of the effective factors on online purchase intention through theory of planned behavior. International Journal of Academic Research in Business and Social Sciences, 4(4), 374-382.

Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce on consumers’ trust and trust performance. International Journal of Information Management, 33 (2), 318-332.

King, W. R., & He, J. (2006). A meta-analysis of the technology acceptance model. Information & management, 43(6), 740-755.

Kiriakidis, S. (2017). Perceived behavioural control in the theory of planned behaviour: variability of conceptualization and operationalization and implications for measurement. In: Proceedings of the Strategic Innovative Marketing, Mykonos, Greece. Springer International Publishing.

Lai, P. C. (2016). Design and Security impact on consumers' intention to use single platform E-payment. Interdisciplinary Information Sciences, 22(1), 111-122.

Lai, P. C., & Scheela, W. (2018). Convergence of technology in the E-commerce world and venture capital landscape in South East Asia. In Global Entrepreneurship and New Venture Creation in the Sharing Economy (pp. 149-168). IGI Global.

Lai, P.C. (2017). The literature review of technology adoption models and theories for the novelty technology. Journal of Information Systems and Technology Management, 14(5), 21-38.

Lee, S.J., & Lina K,H. (2018). Roles of perceived behavioral control and self‐efficacy to volunteer tourists' intended participation via theory of planned behavior. International Journal of Tourism Research, 20(2), 182-190.

Marangunić, N., & Granić, A. (2015). Technology acceptance model: a literature review from 1986 to 2013. Universal access in the information society, 14(9), 81-95.

Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64.

Momani, A.M., & Jamous, M. (2017). The evolution of technology acceptance theories. International Journal of Contemporary Computer Research, 1(1), 51-58.

Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J. & Robres, E. (2019). User acceptance of mobile apps for restaurants: An expanded and extended UTAUT-2. Sustainability, 11(4), 1210-1230.

Rogers, E.M. (1962). Diffusion of Innovations. New York: Free Press.

Rogers, E.M. (2003). Diffusion of innovations, 5th ed., New York: Free Press.

Rondan-Cataluña, F.J., Arenas-Gaitán, J., and Ramírez-Correa, P.E. (2015). A comparison of the different versions of popular technology acceptance models: A non-linear perspective. Kybernetes, 44(5), 788-805.

Sheikh, Z., Yezheng, L., Islam, T., Hameed, Z., & Khan, I.U. (2019). Impact of social commerce constructs and social support on social commerce intentions. Information Technology & People, 32(1), 68-93.

Solomon, M. (2018). Consumer Behavior: Buying, Having and Living, Publications: Tziola.

Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International Journal of Research in Marketing, 12(2), 137-155.

Valerio, C., William, L., and Noémier, Q. (2019). The impact of social media on E-Commerce decision making process. International Journal of Technology for Business, 1(1), 1-9.

Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information systems research, 11(4), 342-365.

Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on intervention. Decision Sciences, 39(2), 273-315.

Venkatesh, V., & Davis, F.D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2), 186-204.

Wani, T.A., & Ali, S.W. (2015). Innovation diffusion theory. Journal of general management research, 3(2), 101-118.

DOI: http://dx.doi.org/10.33021/firm.v8i2.4536


  • There are currently no refbacks.

Articles in FIRM: Journal of Management Studieshave been indexed in major research databases, including:

 Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.