Risk-Aware Behavior: A Three-Factor Adoption Model
Presentation
Overview
Overview
Description
We investigate the relationship between the motivation, perception, and intention-to-use of reputation-aware applications, particularly regarding possible privacy threats. Our theoretical model presents a unique and novel interpretation of technology acceptance of reputation-aware systems that have high privacy risks. Specifically, we combine PMT and TAM to propose a three-factor technology adoption model to evaluate the risk, coping, and benefit calculi of technology adoption. We pose two research questions: (1) Which factors influence the consumer assessment of the benefits and threats of adopting reputation-aware applications? (2) Does a three-factor adoption model present greater predictive power to assess behavioral intentions? Our empirical evaluation reveals that behavioral intent regarding the adoption of reputation-aware applications can be predicted using a three-factor adoption model, with the findings significant and reliable across all three factors. Additionally, the results show that our model has improved predictive power in the context of reputation-aware applications. The TAM/TPB components were able to predict approximately 62% of the variance of behavioral intention, whereas the PMT and TPB model was able to predict 74% of the variance of behavioral intention.
