Technology adoption and the value of consumer experience: toward an integrated model

Consumer technologies are evolving rapidly, making the availability of a model to predict their adoption and use of critical concern to marketing scholars and firms. Technology Acceptance Model is, among studies analyzing... [ view full abstract ]

Consumer technologies are evolving rapidly, making the availability of a model to predict their adoption and use of critical concern to marketing scholars and firms. Technology Acceptance Model is, among studies analyzing technology adoption, the most widely used and validated. However, being grounded on an information processing view, it assumes that consumers evaluate products through a cognitive and reasoned process, involving functional evaluation of product features, not considering affective and emotional processes originated by the product experience, as hedonic and experiential consumption theories suggest. Thus, we propose a radical change in technology adoption study, suggesting that product desire, and eventually adoption, is determined by both cognitive and emotional processes, acting concurrently in consumers mind. Further, we suggest several product value perceptions that might affect both cognitive and emotional processes and that shape the individual product experience.