The meaning and measurements of the UTAUT model: An invariance analysis

The Unified Theory on Acceptance and Use of Technology (UTAUT), a recent model in the study of technology adoption, integrates eight theories of technology adoption and provides a comprehensive view of factors affecting users' adoption behavior. In this study, the invariance of the UTAUT model's measures was tested along three dimensions: country, technology, and gender. Data were collected from two countries (Korea and the U.S.) for two technologies (Internet banking and MP3 players). The results show that overall the UTAUT model is robust across different conditions. However, when applying the UTAUT model to different conditions and groups, possible differences due to measurement non-invariance should be taken into account, especially in cases of transnational or cross-technology comparison. The paper discusses implications of the study results and makes recommendations for future research.