Integrating Habit into UTAUT: The Chinese eBay Case

Seppo Pahnila, Mikko Siponen, Xiaosong Zheng


Technology acceptance has received considerable attention in the Information Systems (IS) lit-erature. Accordingly, a number of theories and models have been advanced to explain technol-ogy acceptance. Recently, the Unified Theory of Acceptance and Use of Technology (UTAUT) has been put forward on the basis of integrating eight technology-acceptance models. The de-velopers of UTAUT have suggested that future research should extend UTAUT by integrating habit into it in order to increase the explanatory value of UTAUT. To date, we have found no studies that have attempted to integrate habit into UTAUT. As a step in remedying this gap in the literature, we first developed such an integrated model and then tested it (N = 180). Our results support the integration: the extended UTAUT provides better explanatory value than UTAUT without habit. Implications for research and practice are suggested based on the findings. 


Habit; Behavioral frequency; Goal-oriented behavior; Unified theory of acceptance and use of technology (UTAUT)

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Pahnila, S., Siponen, M., Zheng, X. (2011). " Integrating Habit into UTAUT: The Chinese eBay Case "Pacific Asia Journal of the Association for Information Systems, 3(2), pp.1-30.