Does Health Consciousness Matter to Adopt New Technology? An Integrated Model of UTAUT2 With SEM-fsQCA Approach

Abstract

Every emerging technology has its pros and cons; health-conscious users pay more importance to healthy and environment-friendly technologies. Based on the UTAUT2 model, we proposed a comprehensive novel model to study the factors influencing consumers’ decision-making to adopt the technology. Compared to prior studies that focused on linear models to investigate consumers’ technology adoption intentions and use behavior. This study used a Structural Equation Modeling-fuzzy set qualitative comparative analysis (SEM-fsQCA) approach to account for the complexity of customers’ decision-making processes in adopting new technology. We collected valid responses from 830 consumers, analyzed them, and evaluated them using a deep learning SEM-fsQCA technique to capture symmetric and asymmetric relations between variables. We have extensively incorporated a health-consciousness attitude as a predictor and mediator to understand better the decision-making toward technology adoption, specifically 5G technology. All the factors tested in our model are statistically significant except the economic factors. Health-consciousness attitude (HCA) and behavioral intention (BI) found significant predictors and valid mediators in the process of 5G technology adoption. FsQCA provided six configurations to achieve high 5G adoption. The findings have significant practical ramifications for telecom corporations, advertisers, government officials, and key policymakers. Additionally, the study added substantial theoretical literature to technology adoption, particularly the adoption of 5G technology.

Éclaircissement to Understand Consumers’ Decision-Making Psyche and Gender Effects, a Fuzzy Set Qualitative Comparative Analysis

“…Researchers have utilized the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine how new technologies and innovations are adopted ( Venkatesh et al, 2003 ). Researchers used this model to explain the factors identified in this model to buy new technologies and innovative products such as 5G technology ( Mustafa et al, 2022 ), automated public transport ( Madigan et al, 2017 ), users’ home telehealth services ( Cimperman et al, 2016 ; Sohail et al, 2022 ), etc. UTAUT comprises social, economic, and psychological factors that affect consumers’ decision-making to buy and use a new product.…”

“…It’s common knowledge that people purchase or reject products depending on their financial status. According to recent research, consumers’ propensity to buy new products is heavily influenced by the price ( Mustafa et al, 2022 ). The lowest feasible expenses and best possible return on investment are considered part of cost value ( Mustafa et al, 2021 ).…”

“…The term “social influence” is widely used to describe the impact others have on a person’s choices ( Sohail and Delin, 2013 ; Khan, and Qudrat-Ullah, 2021 ). Individual viewpoints and societal repercussions have a big role in new product purchases ( Mustafa et al, 2022 ). A study on the utilization of technology-related services revealed that social influence has a significant impact on buying and use behavior of consumers ( Mustafa et al, 2022 ).…”

“…Individual viewpoints and societal repercussions have a big role in new product purchases ( Mustafa et al, 2022 ). A study on the utilization of technology-related services revealed that social influence has a significant impact on buying and use behavior of consumers ( Mustafa et al, 2022 ). Another study on consumer use of logistic technology found social influence as a significant factor ( Cai et al, 2021 ).…”

“…Customers’ adoption of new items or technology is unquestionably influenced by social, economic, intrinsic, and psychological factors. These factors play an important role in consumers’ buying decisions ( Mustafa et al, 2022 ). According to our best knowledge, no research has been undertaken on the different factors affecting consumers’ decision to purchase SWs.…”