Extending the Technology Acceptance Model 3 to Incorporate the Phenomenon of Warm-Glow

Abstract

In this paper, we extend the third evolution of the Technology Acceptance Model (TAM3) to incorporate warm-glow with the aim of understanding the role this phenomenon plays on user adoption decisions. Warm-glow is the feeling of satisfaction or pleasure (or both) that is experienced by individuals after they do something “good” for their fellow human. Two constructs—perceived extrinsic warm-glow (PEWG) and perceived intrinsic warm-glow (PIWG)—were incorporated into the TAM3 model to measure the two dimensions of user-experienced warm-glow, forming what we refer to as the TAM3 + WG model. An experimental approach was taken to evaluate the suitability of the proposed model (i.e., TAM3 + WG). A vignette was created to present users with a hypothetical technology designed to evoke warm-glow in participants. Our TAM3 + WG model was found to be superior in terms of fit to the TAM3 model. Furthermore, the PEWG and PIWG constructs were confirmed to be unique within the original TAM3 model. The findings indicate that the factors that have the greatest influence on consumer decisions are (in decreasing order) perceived usefulness (PU), PIWG, subjective norm (SN), and PEWG. Additionally, a higher PEWG resulted in the technology being perceived as more useful. In other words, both extrinsic and intrinsic warm-glow play a prominent role in user decisions as to whether or not to adopt a particular technology.