The CAT Model:Extensions and Moderators of Dominance in Technology Acceptance

摘要

Recently, Kulviwat et al. (2007) proposed a new model, ConsumerAcceptance of Technology (CAT), that was shown to significantlyimprove the prediction of intentions to adopt high tech products byintegrating affect constructs and an additional cognitive constructinto the well-known Technology Acceptance Model (TAM). The pur-pose of the current study is to examine issues that were beyond thescope of the first article. In particular, the dominance dimension ofaffect did not previously show the expected positive effect onattitudes toward adopting technology. The current study clarifiesthe role of dominance in technology acceptance by uncovering asignificant interaction it has with another construct within CAT. In addition, CAT is explored across different types of consumer tasksperformed with a high-tech innovation and is expanded by includinga measure of social influence felt by the consumer. Finally, the CAT model is further validated using additional statistical analyses notapplied in the initial publication.