Abstract
This paper explored the technology acceptance models such as the previous TAM (Technology Acceptance Model), UTAUT (Unified Theory of Acceptance and Use of Technology) and TPB (Theory of Planned Behavior) and was extended to the consumercontext. Some variables such as hedonic motivation, anxiety, value pricing and customs have been added to explain the acceptance of the technology on the consumerside. Furthermore, the effect of moderator variables of age, gender and experience has been hypothesized. The data used in this research showed an online and offline questionnaire with a convenient sampling method. There were 384 respondents who provided the data which were then analyzed with the restructuring equation modeling (SEM). The statistic program were used to assist the data analysis. The results of this research indicated that the empirical test results have shown the proposed theoretical model. Compared with the results of the previous studies, the results of this research demonstrated the dominant role of hedonic price value and motivation as the determinants on behavioral intentions.
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