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arXiv · 2210.01242

The Effect of Warm-Glow on User Behavioral Intention to Adopt Technology: Extending the UTAUT2 Model

Antonios Saravanos·Neil Stott·Dongnanzi Zheng·Stavros Zervoudakis
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Abstract

In this study, we enhance the Unified Theory of Acceptance and Use of Technology (UTAUT2) by incorporating the warm-glow phenomenon to clarify its impact on user decisions regarding the adoption of technology. We introduce two additional constructs aimed at capturing both the external and internal aspects of warm-glow, thus creating what we refer to as the UTAUT2 + WG model. To evaluate the effectiveness of our model, we conducted an experimental study in which participants were presented with a scenario describing a hypothetical technology designed to evoke warm-glow sensations. Using the partial least squares method, we analyzed the collected data to assess our expanded model. Our findings indicate that warm-glow significantly influences user behavior, with the internal aspect having the strongest influence, followed by hedonic motivation, performance expectancy, and finally the external aspect of warm-glow. We conclude by discussing the implications of our research, acknowledging its limitations, and suggesting directions for future exploration.

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Antonios Saravanos, Neil Stott, Dongnanzi Zheng, Stavros Zervoudakis. 2022-10-03. The Effect of Warm-Glow on User Behavioral Intention to Adopt Technology: Extending the UTAUT2 Model. https://doi.org/10.1007/978-3-031-99356-5_24

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