The Effect of Self Identity and Social Identity on Technology Acceptance

While the effect of social factors on information technology (IT) acceptance behavior has been recognized as an important issue, only a few studies examined this topic in the context of the technology acceptance model. In this study, we incorporate two social factors, self identity and social identity, in the model and address their impacts on IT acceptance decision. An empirical study investigating the impact these social factors have on the acceptance of a web-based class support system is in progress. Upon completion of this study, we expect to provide further understanding on the role of social influence on individual technology acceptance decisions. Keyword: TAM, identity theory, social influence.

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