consider (Eason, 1988). The ordinary criticisms are
that the technology is being oversold (Cornacchia,
2003) and that it is regularly subject of changes
within short periods of time. Nevertheless, there are
some studies, named in the following, that give an
indication of the scale of the problem and the nature
of the possible outcomes. These studies are aiming
to support those organisations that accept risky
investment decisions for instance in order to get a
better competitive position. Many examples of the
emerging information technologies have been
publicized with consistent investment market
projections, but they remain strongly fastened by a
broad alone of uncertainty as for their effectiveness.
At the last, the most important questions rising up
the mind of the decision makers are about which of
these technologies will succeed and what the useful
applications have to be.
In the history the relevant literature describes the
development of several models of technology
acceptance (by the users) and many extensions to the
basic constructs (Malhotra & Galletta, 1999;
Venkatesh & Davis, 2000), mostly built with the
behavioural elements (Ajzen, 1996) of who is
forming an intention to act (Bandura, 1986) and the
inclusions of some kinds of constraints (limited
ability, learning and usage (Bagozzi et al, 1992),
time, environmental, organisational, unconscious
habits, and so on) which influence the individuals
actions (Compeau et al, 1999; Pierro et al, 2003).
Information technology acceptance research has
applied many competing models, each one with
different sets and very often overlapping of the
acceptance determinants (Davis, 1989). In their
paper Venkatesh and colleagues (2003) compared
eight competing models that were applied in order to
understand and predict user acceptance: Theory of
Reasoned Action (TRA), Technology Acceptance
Model (TAM), Motivational Model (MM), Theory
of Planned Behavior (TPB), Combined TAM and
TPB (C-TAM-TPB), Model of PC Utilization
(MPCU), Innovation Diffusion Theory (IDT), Social
Cognitive Theory (SCT). Those models were
originated from different disciplines mostly
connected with the behaviour prediction (Ajzen &
Fishbein, 1980) or specialized for the technology
use, from psychology to information system
literature. As a result, research on user acceptance
appear to be fragmented in different methods and
measures (Venkatesh & Davis, 1995).
For this reason the authors empirically compared
those concepts in order to formulate a Unified
Theory of Acceptance and Use of Technology model
(UTAUT) with four core determinants of intention
and usage, and up to four moderators of key
relationships (Figure 1): Performance Expectancy,
Effort expectancy, Social Influence and Facilitating
Conditions as well as other moderators variables
(such as Gender, Age, Experience and Voluntariness
of Use).
Figure 1: Theory of Acceptance and Use of Technology
model (UTAUT) from (Venkatesh et al, 2003).
Applied to the tested system, the Performance
Expectancy is defined as the believes that using the
new services will help him to attain gains in the
behavioural objectives. For the ePerSpace aim, this
variable will be made operative through the
Perceived Usefulness construct, relative advantage
of using the innovation compared to its precursor,
and outcome expectations.
The Effort Expectancy, defined as the degree of
ease associated with the use of the new system, has
as operative constructs the general perceived ease of
use as well as the perceived complexity of the
system.
The Social Influence, defined as the individual
perception of how individual social network believes
that he or she should use the new system, has as
operatives constructs Subjective norms, Social
factors and Social image and Identity similarity.
Finally, the Facilitating Conditions, are
represented by construct by Perceived Behavioral
control, general facilitating conditions (such as
objective environment factors) and compatibility
with existing values and experience of the potential
adopters.
One of the basic concept underlying the model of
user acceptance states that, in the domain of
“consuming the emerging technology”, the actual
use of information technology is influenced by the
intention to use and by the individual reactions to
using. And so, the greater are the positive reactions,
the greater is the intention and therefore the
possibility to engage in the use.
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