THE ROLE OF HABIT IN UTAUT-2 RESEARCH: A STUDY OF BEV USERS

Abstract

THE UTAUT-2 OFFERS THE MOST COMPREHENSIVE ASSESSMENT OF INDIVIDUAL ACCEPTANCE AND USE OF TECHNOLOGY TO DATE. IN PARTICULAR, THE THEORETICAL ADDITIONS OF “HEDONIC MOTIVATION”, “PRICE VALUE”, AND “HABIT”, MADE THE MODEL SUITABLE FOR STUDYING TECHNOLOGY IN A CONSUMER CONTEXT. HOWEVER, A REVIEW OF THE LITERATURE REVEALED THAT THE CONSTRUCT OF HABIT HAS BEEN DROPPED FROM A LARGE NUMBER OF STUDIES. THERE ARE SEVERAL REASONS FOR THIS, INCLUDING THAT THE TECHNOLOGIES EXAMINED WERE RELATIVELY NEW FOR THE RESPONDENTS TO FORM A ROUTINE BEHAVIOR. THEREFORE, THIS STUDY AIMS TO EXPLORE WHETHER THE CONSTRUCT CAN BE USED AS A KEY PREDICTOR OF FUTURE INTENTION TO USE AN INNOVATION RATHER THAN AN ACQUIRED PRACTICE AMONG TECHNOLOGY USERS. FOR THIS PURPOSE, A CONCEPTUAL MODEL BASED ON THE THEORETICAL ADDITIONS TO THE UTAUT-2 IS PROPOSED AND ANALYZED WITH STRUCTURAL EQUATION MODELING (SMARTPLS). OUR RESULTS SHOWED SIGNIFICANT RELATIONSHIPS BETWEEN THE PREDICTORS AND THE BEHAVIORAL INTENTION TO USE BATTERY ELECTRIC VEHICLES (BEV) TECHNOLOGY, AND, IN PARTICULAR, DEPICTED THE CONSTRUCT OF HABIT AS THE STRONGEST FACTOR IN THE DECISION TO ADOPT THE TECHNOLOGY. IN LIGHT OF OUR FINDINGS, THE CONSTRUCT OF HABIT (HT) SHOULD BE USED IN RESEARCH TOGETHER WITH THE OTHER UTAUT-2 PREDICTORS TO ASSESS INDIVIDUALS’ PERCEPTIONS OF POSSIBLE FUTURE HABITUAL BEHAVIORS.