“…Similarly, studies researching technology adoption at the individual level have traditionally focused on the use or continued use of technology (Bhattacherjee, 2001a;Burton-Jones & Straub, 2006;Chakraborty, Hu, & Cui, 2008;Hong et al, 2006;Hsieh, Rai, & Xu, 2011;Sun, 2012;Williams, Dwivedi, Lal, & Schwarz, 2009). However, consumer psychology has found that purchase decisions and consumption decisions are systematically different because critical factors, such as cost considerations, may apply to purchase decisions, but be unrelated to use behavior (e.g., when employees use technology as part of their job) (Brenner & Bilgin, 2011;Chau & Hu, 2001;Joshi & Rai, 2000;Ngobo, 2011;Wilcox et al, 2011). However, consumer psychology has found that purchase decisions and consumption decisions are systematically different because critical factors, such as cost considerations, may apply to purchase decisions, but be unrelated to use behavior (e.g., when employees use technology as part of their job) (Brenner & Bilgin, 2011;Chau & Hu, 2001;Joshi & Rai, 2000;Ngobo, 2011;Wilcox et al, 2011).…”