WEBVTT 00:00:00.000 --> 00:00:02.940 Okay, let's dive in. Have you ever rolled out 00:00:02.940 --> 00:00:06.280 some new tech? Maybe it work, or even just a 00:00:06.280 --> 00:00:09.000 new gadget at home. Oh, definitely. And you watch, 00:00:09.240 --> 00:00:11.160 and some people just jump right on it, they love 00:00:11.160 --> 00:00:13.759 it, while others, well, they just don't. Yeah, 00:00:13.779 --> 00:00:15.759 it's a common experience. It's often less about 00:00:15.759 --> 00:00:17.879 the tech itself, isn't it? Exactly. It's really 00:00:17.879 --> 00:00:20.620 about whether people actually accept it and start 00:00:20.620 --> 00:00:23.219 using it. That's the key, yeah. Getting it adopted 00:00:23.219 --> 00:00:25.600 is one step, but having it truly integrated, 00:00:25.780 --> 00:00:28.219 part of the workflow or daily life, that's different. 00:00:28.280 --> 00:00:31.679 And figuring out the why behind that. Why it 00:00:31.679 --> 00:00:33.840 clicks for some and not others. That seems pretty 00:00:33.840 --> 00:00:35.740 crucial. Absolutely. And that's actually what 00:00:35.740 --> 00:00:37.500 we're digging into today. Right. We're doing 00:00:37.500 --> 00:00:40.280 a deep dive, looking at a framework that tries 00:00:40.280 --> 00:00:43.100 to explain this whole technology acceptance thing. 00:00:43.840 --> 00:00:45.700 Our source material today discusses something 00:00:45.700 --> 00:00:48.740 called the unified theory of acceptance and use 00:00:48.740 --> 00:00:51.340 of technology. Bit of a mouthful. Usually just 00:00:51.340 --> 00:00:54.439 called UTAT. It's a significant model developed 00:00:54.439 --> 00:00:56.880 back in 2003 by Venkatesh and his colleagues. 00:00:56.979 --> 00:01:00.380 Right, Venkatesh, Morris, Davis, and Davis. And 00:01:00.380 --> 00:01:02.759 their goal was pretty ambitious, wasn't it? Yeah, 00:01:02.820 --> 00:01:05.219 it really was. They looked at, I think, eight 00:01:05.219 --> 00:01:07.939 different theories that were all trying to explain 00:01:07.939 --> 00:01:12.280 tech use, and they aimed to sort of combine them, 00:01:12.400 --> 00:01:15.560 unify them into one stronger model. So our mission 00:01:15.560 --> 00:01:18.560 for this deep dive is to really unpack this UTAT 00:01:18.560 --> 00:01:21.500 model. What are its main parts? What does it 00:01:21.500 --> 00:01:24.280 tell us are the key things that make you decide, 00:01:24.359 --> 00:01:27.000 yeah, I'll use this new tech or, you know, just 00:01:27.000 --> 00:01:29.019 give it a pass. Okay, so let's start with the 00:01:29.019 --> 00:01:31.359 core idea. The UTEP model basically says there 00:01:31.359 --> 00:01:34.319 are four main factors that directly predict whether 00:01:34.319 --> 00:01:36.780 someone will accept and use a technology. Four 00:01:36.780 --> 00:01:38.640 direct factors. Okay, what's number one? The 00:01:38.640 --> 00:01:41.620 first is performance expectancy, PE for short. 00:01:42.000 --> 00:01:45.060 PE, performance expectancy. What's the gist of 00:01:45.060 --> 00:01:47.260 that? It's pretty much what it sounds like. It's 00:01:47.260 --> 00:01:49.840 your belief, your expectation, that using this 00:01:49.840 --> 00:01:51.939 specific technology will help you do your job 00:01:51.939 --> 00:01:54.560 better or achieve whatever goal you have more 00:01:54.560 --> 00:01:56.920 effectively. So if I think this new software 00:01:56.920 --> 00:01:59.519 will make me faster or produce better results? 00:01:59.620 --> 00:02:01.620 Then your performance expectancy for it is high. 00:02:01.680 --> 00:02:04.280 Yeah. You expect a performance gain. Seems logical. 00:02:05.019 --> 00:02:06.640 But the source mentioned something interesting 00:02:06.640 --> 00:02:09.639 about how performance isn't always the same thing 00:02:09.639 --> 00:02:12.620 to everyone. That's a really key point. Right. 00:02:12.840 --> 00:02:16.060 Think about teachers, for example. One teacher 00:02:16.060 --> 00:02:18.860 might see performance as boosting standardized 00:02:18.860 --> 00:02:22.379 test scores. For them, tech that helps with drills 00:02:22.379 --> 00:02:25.150 might look great. Oh. But another teacher might 00:02:25.150 --> 00:02:28.250 define performance by, say, students collaborating 00:02:28.250 --> 00:02:32.009 creatively. Their ideal tech would be completely 00:02:32.009 --> 00:02:35.110 different. Maybe tools for project work, video 00:02:35.110 --> 00:02:37.750 creation, that kind of thing. Ah, so the perceived 00:02:37.750 --> 00:02:40.090 benefit has to align with their specific goals. 00:02:40.310 --> 00:02:42.370 Exactly. If you're rolling out tech, you need 00:02:42.370 --> 00:02:45.150 to understand what performance means to the users. 00:02:45.569 --> 00:02:47.930 You can't just assume one benefit fits all. Got 00:02:47.930 --> 00:02:51.210 it. So P .E. is high when the tech is seen as 00:02:51.210 --> 00:02:53.629 better than the old way. and helps achieve your 00:02:53.629 --> 00:02:56.349 specific goals quickly and well. That's it. It's 00:02:56.349 --> 00:02:58.930 about relative advantage and outcome expectations 00:02:58.930 --> 00:03:00.669 from the user's viewpoint. Okay, makes sense. 00:03:00.810 --> 00:03:02.870 What's the second direct factor? That one's called 00:03:02.870 --> 00:03:05.849 effort expectancy, or E. E? Effort expectancy? 00:03:05.870 --> 00:03:08.009 Yeah. Sounds like. How easy is this thing going 00:03:08.009 --> 00:03:10.949 to be? You nailed it. It's the perception of 00:03:10.949 --> 00:03:14.289 ease of use. How much mental effort do you think 00:03:14.289 --> 00:03:17.629 it will take to use this technology? Okay. And 00:03:17.629 --> 00:03:20.210 the source said this one. Its importance changes 00:03:20.210 --> 00:03:22.110 depending on how familiar you are with the tech. 00:03:22.289 --> 00:03:25.250 Yeah, that's right. So when you're brand new 00:03:25.250 --> 00:03:28.110 to something, think about the first time you 00:03:28.110 --> 00:03:30.990 used complex software. Oh yeah, total confusion. 00:03:31.189 --> 00:03:33.909 Right. The cognitive load, the brain power needed 00:03:33.909 --> 00:03:36.729 just to figure it out, often feels way higher 00:03:36.729 --> 00:03:39.250 than any benefit you're getting yet. It feels 00:03:39.250 --> 00:03:41.930 difficult, maybe frustrating. The steep learning 00:03:41.930 --> 00:03:45.219 curve. Exactly. But then, fast forward, once 00:03:45.219 --> 00:03:48.539 you're really familiar with it, using it becomes 00:03:48.539 --> 00:03:51.699 almost automatic. The perceived effort is minimal. 00:03:51.919 --> 00:03:54.199 Like you don't even think about it anymore. Precisely. 00:03:54.699 --> 00:03:57.180 Now the crucial bit the model points out is that 00:03:57.180 --> 00:03:59.360 effort expectancy is especially important in 00:03:59.360 --> 00:04:01.340 the middle ground. What do you mean middle ground? 00:04:01.620 --> 00:04:03.620 Like after the initial training but before you're 00:04:03.620 --> 00:04:06.360 totally fluent with it. In that phase, if the 00:04:06.360 --> 00:04:08.580 technology doesn't start to feel easier, if the 00:04:08.580 --> 00:04:10.759 effort still seems high compared to maybe your 00:04:10.759 --> 00:04:12.860 old methods, then people might just give up on 00:04:12.860 --> 00:04:15.879 it. Exactly. Adoption can stall right there. 00:04:16.800 --> 00:04:19.279 So ease of use perceptions are critical, especially 00:04:19.279 --> 00:04:21.899 in that post -training, pre -mastery period. 00:04:22.259 --> 00:04:24.879 Interesting. So just providing training isn't 00:04:24.879 --> 00:04:27.180 enough. It needs to feel like it's becoming less 00:04:27.180 --> 00:04:30.220 effortful relatively quickly. That's a key takeaway. 00:04:30.959 --> 00:04:34.740 OK, factor number three, social influences, SI. 00:04:34.879 --> 00:04:37.160 Social influences. Okay. This is about what other 00:04:37.160 --> 00:04:39.899 people think like peer pressure. It's definitely 00:04:39.899 --> 00:04:44.180 related. It's about how much you perceive that 00:04:44.180 --> 00:04:46.720 important people around you, your boss, your 00:04:46.720 --> 00:04:49.319 colleagues, maybe even family or friends, depending 00:04:49.319 --> 00:04:52.199 on the context, believe you should be using this 00:04:52.199 --> 00:04:54.980 technology. Ah, so it's their expectations. Yeah, 00:04:55.459 --> 00:04:57.459 expectations from important others, but also 00:04:57.459 --> 00:05:00.360 maybe broader cultural norms about using tech 00:05:00.360 --> 00:05:02.740 and even how using it might affect your social 00:05:02.740 --> 00:05:04.819 status. The source had that example of a new 00:05:04.819 --> 00:05:07.160 teacher. Yeah. They might come in thinking tech 00:05:07.160 --> 00:05:08.819 is vital. Maybe that's the culture they came 00:05:08.819 --> 00:05:10.879 from. Right, but then maybe their more experienced 00:05:10.879 --> 00:05:13.699 colleagues are dismissive, saying it's not important. 00:05:13.899 --> 00:05:16.920 Creates a conflict. What does my peer group think 00:05:16.920 --> 00:05:20.389 versus maybe a broader expectation? Exactly that 00:05:20.389 --> 00:05:22.810 kind of social dynamic. And the model actually 00:05:22.810 --> 00:05:24.990 draws on social psychology here, talking about 00:05:24.990 --> 00:05:27.689 different levels of influence. Levels, like different 00:05:27.689 --> 00:05:30.290 strengths. Yeah. The first level is compliance. 00:05:30.610 --> 00:05:32.649 This is the weakest. You use the tech basically 00:05:32.649 --> 00:05:35.569 because you have to to get a reward or avoid 00:05:35.569 --> 00:05:37.730 getting in trouble. Like a required software 00:05:37.730 --> 00:05:39.990 you only use for the mandatory parts. Perfect 00:05:39.990 --> 00:05:42.389 example. You're complying, but not really bought 00:05:42.389 --> 00:05:45.509 in. Then there's identification. This is stronger. 00:05:46.110 --> 00:05:48.790 Here, you use the tech because you identify with 00:05:48.790 --> 00:05:51.310 a person or a group that uses it. You admire 00:05:51.310 --> 00:05:53.490 them or want to be part of that group, so you 00:05:53.490 --> 00:05:55.980 model their behavior. Like adopting tools your 00:05:55.980 --> 00:05:59.199 respected mentor uses. Exactly. And the strongest 00:05:59.199 --> 00:06:02.160 level is internalization. Internalization. What's 00:06:02.160 --> 00:06:04.160 that? That's when the social influence becomes 00:06:04.160 --> 00:06:07.360 part of your own value system. You believe using 00:06:07.360 --> 00:06:10.000 the tech is the right or best way to do things. 00:06:10.079 --> 00:06:12.279 It feels natural. You might even start expecting 00:06:12.279 --> 00:06:15.639 others to use it too. Wow. So just forcing people. 00:06:16.079 --> 00:06:18.300 Compliance isn't the goal. You want people to 00:06:18.300 --> 00:06:22.279 either identify with users or ideally internalize 00:06:22.279 --> 00:06:25.019 its value. That's where you get real lasting 00:06:25.019 --> 00:06:29.399 adoption. Okay, the final direct factor is facilitating 00:06:29.399 --> 00:06:33.779 conditions, or FC. Facilitating conditions, FC. 00:06:34.560 --> 00:06:36.480 This sounds like, do I actually have the stuff 00:06:36.480 --> 00:06:39.279 I need to use it? The support. Spot on. It's 00:06:39.279 --> 00:06:41.480 your perception of the available technical and 00:06:41.480 --> 00:06:43.759 organizational support. Is the infrastructure 00:06:43.759 --> 00:06:46.699 there? Like, does the Wi -Fi work? Do I have 00:06:46.699 --> 00:06:49.019 the right device? Is there an IT help desk if 00:06:49.019 --> 00:06:51.980 I get stuck? Training materials. All of that. 00:06:52.040 --> 00:06:54.939 The source mentions tech being installed working 00:06:54.939 --> 00:06:57.779 properly training availability But it also adds 00:06:57.779 --> 00:07:00.040 things like feeling you have some control over 00:07:00.040 --> 00:07:02.500 the system and finding it flexible not too rigid 00:07:02.500 --> 00:07:06.360 Okay, so it's not just is it there but also does 00:07:06.360 --> 00:07:08.660 it work? Well, and can I get help, right? So 00:07:08.660 --> 00:07:10.920 you could have high PE think the tech is great 00:07:10.920 --> 00:07:13.560 high E think it's easy high SI Everyone says 00:07:13.560 --> 00:07:15.899 you should use it, but if the system crashes 00:07:15.899 --> 00:07:18.060 all the time or there's zero support You're still 00:07:18.060 --> 00:07:20.339 not gonna use it or you'll hate using it exactly 00:07:20.439 --> 00:07:22.600 Facilitating conditions are foundational. Poor 00:07:22.600 --> 00:07:25.420 FC can undermine everything else. OK, so those 00:07:25.420 --> 00:07:28.160 are the big four direct influences. Performance 00:07:28.160 --> 00:07:31.519 expectancy, effort expectancy, social influences, 00:07:31.779 --> 00:07:34.819 and facilitating conditions. But the model also 00:07:34.819 --> 00:07:36.720 mentioned some indirect factors. Yes, that's 00:07:36.720 --> 00:07:39.680 right. Utah also identified some things that 00:07:39.680 --> 00:07:42.120 don't directly cause adoption, but they sort 00:07:42.120 --> 00:07:45.079 of moderate the effects of those four main factors. 00:07:45.180 --> 00:07:49.040 They influence how strongly PE or EE might impact 00:07:49.040 --> 00:07:51.439 someone's decision. What kind of things are these? 00:07:51.579 --> 00:07:53.680 They're mostly individual characteristics and 00:07:53.680 --> 00:07:56.560 the context of use. The model points to four 00:07:56.560 --> 00:08:00.300 main ones, gender, age, experience, and voluntariness 00:08:00.300 --> 00:08:03.019 of use. Okay, and did the model find general 00:08:03.019 --> 00:08:05.000 trends for these? It did, based on the data they 00:08:05.000 --> 00:08:07.759 synthesized. Generally, males tended to be slightly 00:08:07.759 --> 00:08:10.139 more influenced by performance expectancy, showing 00:08:10.139 --> 00:08:13.279 slightly higher acceptance overall. Younger individuals 00:08:13.279 --> 00:08:15.740 tended to adopt more readily than older individuals. 00:08:15.779 --> 00:08:17.759 Okay. People with more prior experience with 00:08:17.759 --> 00:08:20.029 technology, perhaps unsurprisingly, we're generally 00:08:20.029 --> 00:08:22.410 more accepting of new tech. That makes sense. 00:08:22.709 --> 00:08:25.050 Familiarity breeds comfort. Right. And the last 00:08:25.050 --> 00:08:27.769 one, voluntariness is quite important. If you 00:08:27.769 --> 00:08:30.149 choose to use a technology versus being forced 00:08:30.149 --> 00:08:32.149 to use it. Big difference in attitude, I bet. 00:08:32.330 --> 00:08:34.710 Huge. Voluntary users are typically much more 00:08:34.710 --> 00:08:38.070 accepting. Being compelled often increases resistance 00:08:38.070 --> 00:08:40.929 or lowers engagement. So these indirect factors, 00:08:41.070 --> 00:08:45.750 age, gender, experience. choice. They add another 00:08:45.750 --> 00:08:48.330 layer of complexity. They shape how the main 00:08:48.330 --> 00:08:50.850 four drivers actually play out for any given 00:08:50.850 --> 00:08:53.470 person. Exactly. They provide context. They help 00:08:53.470 --> 00:08:55.429 explain why two people might react differently 00:08:55.429 --> 00:08:57.629 even if the tech and the direct conditions seem 00:08:57.629 --> 00:09:00.470 similar. Wow. Okay, so pulling this all together, 00:09:00.990 --> 00:09:03.529 this UTSU model really gives us a much richer 00:09:03.529 --> 00:09:05.850 picture than just looking at tech features. Definitely. 00:09:06.110 --> 00:09:08.759 It shows acceptance as this mix of Do you think 00:09:08.759 --> 00:09:10.899 it'll help you perform? Is it easy enough? What 00:09:10.899 --> 00:09:13.360 do others expect? Is the support there? And then 00:09:13.360 --> 00:09:15.419 your own background kind of colors all of that. 00:09:15.639 --> 00:09:17.659 It provides a really useful framework, I think, 00:09:17.759 --> 00:09:19.879 for anyone introducing new tech or trying to 00:09:19.879 --> 00:09:21.899 understand why something isn't catching on. It 00:09:21.899 --> 00:09:24.379 helps you look beyond the tool itself and focus 00:09:24.379 --> 00:09:26.720 on the user and their environment. Yeah, it helps 00:09:26.720 --> 00:09:29.620 diagnose the human reasons for success or failure. 00:09:29.860 --> 00:09:32.539 It's a roadmap for understanding the why. Are 00:09:32.539 --> 00:09:35.519 the problems related to perceived benefit or 00:09:35.519 --> 00:09:39.309 effort or social dynamics? or just basic support. 00:09:39.529 --> 00:09:41.450 Really practical. It shifts the question from, 00:09:42.009 --> 00:09:45.610 is this good tech, to more like, are the conditions 00:09:45.610 --> 00:09:47.950 right for people to actually use this tech effectively? 00:09:48.029 --> 00:09:49.570 That's a great way to put it. Which leads us 00:09:49.570 --> 00:09:51.990 nicely into our final thought for you, the listener, 00:09:52.169 --> 00:09:55.230 to take away and chew on. Thinking about this 00:09:55.230 --> 00:09:59.090 UTAP model, consider a situation you know well 00:09:59.090 --> 00:10:01.970 where a new technology was introduced. Maybe 00:10:01.970 --> 00:10:05.240 work, maybe somewhere else. Now, focus on just 00:10:05.240 --> 00:10:07.480 two of the factors, let's say social influences 00:10:07.480 --> 00:10:10.500 and facilitating conditions. How might the interaction 00:10:10.500 --> 00:10:12.639 between those two have played out in that specific 00:10:12.639 --> 00:10:15.720 context? Interesting angle. Yeah, like what happened 00:10:15.720 --> 00:10:18.179 if what people felt socially pressured to do, 00:10:18.220 --> 00:10:21.200 maybe by bosses or peers, clashed with the actual 00:10:21.200 --> 00:10:23.759 practical support or resources, the facilitated 00:10:23.759 --> 00:10:26.299 conditions that were available? Or maybe how 00:10:26.299 --> 00:10:28.279 did good support perhaps overcome some social 00:10:28.279 --> 00:10:31.590 reluctance? Thinking about that interplay. What 00:10:31.590 --> 00:10:34.009 unique challenges or opportunities did it create? 00:10:34.190 --> 00:10:36.950 That interaction between the social and the practical. 00:10:37.889 --> 00:10:39.809 Yeah, that could be quite revealing. Definitely 00:10:39.809 --> 00:10:42.330 something to reflect on. Okay, that wraps up 00:10:42.330 --> 00:10:44.529 our deep dive for today into the unified theory 00:10:44.529 --> 00:10:47.169 of acceptance and use of technology. We hope 00:10:47.169 --> 00:10:49.990 exploring the UTAPE model gives you a clearer, 00:10:50.289 --> 00:10:52.230 maybe more structured way to think about why 00:10:52.230 --> 00:10:54.450 we adopt some technologies and resist others. 00:10:54.610 --> 00:10:58.009 Absolutely. Keep P -E -E -E -S -I -N -F -C in 00:10:58.009 --> 00:11:00.450 mind. Next time you see tech being introduced 00:11:00.450 --> 00:11:03.070 try looking for these factors at play. Chances 00:11:03.070 --> 00:11:05.450 are the reasons for its success or struggle are 00:11:05.450 --> 00:11:05.870 right there.