Simplicity and Functionality in Technology Uptake
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Date
2015-03-25
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Abstract
To study people’s willingness to try new technology, we draw from the Unified Theory of Acceptance and Use of Technology (UTAUT; Workman, 2014). The theory has four key constructs namely performance expectancy, effort expectancy, social influence and facilitating conditions. The present study adds to this by manipulating functionality and simplicity in predicting intention to use the new technology.
The main objective of this project is to test the UTAUT model with college students by adding variables of simplicity and functionality to test this theory with a sample of Ohio State University students.
To study this theory, I conducted a survey with 174 college students recruited from communication classes that tested variables in the UTAUT model. To conduct my survey, I presented a mock ad for an upcoming commercially launched wearable technology device.
In my survey, I asked about an individual’s interest in purchasing, trying as well as using such a futuristic device. Then I asked how much an individual would be willing to pay for this device.
The mock ads varied in their emphasis on functionality and simplicity of the device. Functionality and simplicity were manipulated in a 2X2 factorial design so there were four different versions of the ad.
The results will permit a clear and in-depth understanding of what individuals prefer in wearable technology with respect to simplicity and functionality. I will also be able to analyze the results and test the UTAUT model which is the primary purpose of my research thesis. This will help me explore how an individual’s previous experience with technology and their identity as technology users will affect their usability and understanding of newer wearable technologies.
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Social and Behavioral Sciences (The Ohio State University Denman Undergraduate Research Forum)