The CAT model: Extensions and moderators of dominance in technology acceptance

Abstract

AbstractRecently, Kulviwat et al. (2007) proposed a new model, Consumer Acceptance of Technology (CAT), that was shown to significantly improve the prediction of intentions to adopt high tech products by integrating affect constructs and an additional cognitive construct into the well‐known Technology Acceptance Model (TAM). The purpose of the current study is to examine issues that were beyond the scope of the first article. In particular, the dominance dimension of a fect did not previously show the expected positive effect on attitudes toward adopting technology. The current study clarifies the role of dominance in technology acceptance by uncovering a significant interaction it has with another construct within CAT. In addition, CAT is explored across different types of consumer tasks performed with a high‐tech innovation and is expanded by including a measure of social influence felt by the consumer. Finally, the CAT model is further validated using additional statistical analyses not applied in the initial publication. © 2008 Wiley Periodicals, Inc.