Automatic post-adoptive information technology use: The role of innovativeness goal

Zhang, Meng & Gable, Guy (2016) Automatic post-adoptive information technology use: The role of innovativeness goal. In Proceedings of the 20th Pacific Asia Conference on Information Systems (PACIS 2016), Chiayi, Taiwan.


The business value of information technology (IT) is realized through the continuous use of IT subsequent to users’ adoption. Understanding post-adoptive IT usage is useful in realizing potential IT business value. Most previous research on post-adoptive IT usage, however, dismisses the unintentional and unconscious aspects of usage behavior. This paper advances understanding of the unintentional, unconscious, and thereby automatic usage of IT features during the post-adoptive stage. Drawing from Social Psychology literature, we argue human behaviors can be triggered by environmental cues and directed by the person’s mental goals, thereby operating without a person’s consciousness and intentional will. On this basis, we theorize the role of a user’s innovativeness goal, as the desired state of an act to innovate, in directing the user’s unintentional, unconscious, and automatic post-adoptive IT feature usage behavior. To test the hypothesized mechanisms, a human experiment employing a priming technique, is described.

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ID Code: 95560
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Post-Adoptive IT Usage, Continuing IT Use, Unintentional and Unconscious Goal-Pursuit, Automatic Use, Priming Effect, Innovativeness Goal
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000) > INFORMATION SYSTEMS (080600)
Divisions: Current > QUT Faculties and Divisions > Science & Engineering Faculty
Past > Schools > School of Information Systems
Copyright Owner: Copyright 2016 [please consult the authors]
Deposited On: 12 May 2016 23:53
Last Modified: 03 Jul 2016 02:35

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