Examining the Underlying Attitudinal Components Driving Technology Adoption, Adaptation Behaviour and Outcome

Syed S. Muhammad, Bidit Lal Dey, Sharifah Alwi, Mujahid Mohiuddin Babu

Research output: Chapter in Book/Report/Conference proceedingChapter


Technology use, adoption and adaptation have been discussed extensively in existing scholarly works but scant consideration is given to technology adoption, adaptation and appropriation. This chapter endeavours to address this gap in the literature by conducting a critical review of the scholarly works to examine the underlying antecedents and discrete adaptation behaviour (the entirety of technology adoption, adaptation and appropriation). The findings of this review reveal that such entirety has the following key underlying joint attitudinal cognitive (perceived opportunity, perceived relative advantage, perceived social influence, perceived control) and affective (enjoyment, self-enhancement, threat, fear and trust) components as antecedents to interaction and leading to discrete adaptation and appropriation behaviour of exploration to maximise and exploitation to satisfice technology benefits on the one hand and exploration to revert from technology to complete abandoning of technology on the other. The conceptual underpinning presented and analysed in this chapter advances the scholarship of technology adoption, adaptation and appropriation in entirety and provides useful direction for future empirical research for both academics and practitioners.
Original languageEnglish
Title of host publicationDigital and Social Media Marketing-- Advances in Theory and Practice of Emerging Markets.
EditorsNripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi
Number of pages30
ISBN (Print)978-3-030-24373-9
Publication statusPublished - Nov 2019


  • Technology
  • Adoption
  • Adaptation and appropriation


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