A Technology Acceptance Model: Mediate and Moderate Effect

Abstract

Based on a Technology Acceptance Model, this study investigates and increases the understanding of how perceived technological attributes (perceived technological implicitness and compatibility) and internal beliefs (perceived usefulness and perceived ease of use) will influence the behavioral intention of accepting licensing in new technology. This study adopts the Structural Equation Modeling approach. Based on the 244 correspondents from Taiwan's four high technology industries, 63% of the variance of licensees' behavioral intention can be accounted for by perceived usefulness, perceived technological implicitness, and compatibility in one theoretical mediate model. However, the evidence from Taiwan's 95 biotechnology companies indicates that 64% of the variance of behavioral intention can be explained by an alternative theoretical mediate and moderate model that consists of perceived technological compatibility, perceived usefulness and perceived ease of use.