UTAUT2 based predictions of factors influencing the acceptance of optical translation measurement devices based on the lead user theory

Abstract

The Optical Translation Measurement Device (OTMD) is a novel technology which allows the pen to capture handwriting on any surface that it can see, and transmit it to any Bluetooth-enabled device. The OTMD allows users to see what they are drawing or writing in real time on your phone, tablet, or PC screen. An understanding of the factors influencing the acceptance of OTMDs will be very helpful for new-product development strategy definitions. Therefore, exploring and understanding the factors which can influence the acceptance of the novel OTMD technology have become the essential task for the vendors and distributors of such devices. However, the users who are familiar with such novel OTMDs are very limited. Therefore, based on the Lead User Theory, the opinions of the lead users will serve as the basis for deriving the factors. The second generation of the Unified Theory of Acceptance and Use of Technology (UTAUT2) is introduced as a theoretic basis. The Decision Making Trial and Evaluation Laboratory (DEMATEL) based Network Process (DNP) will be used to construct the analytic framework. In light of the analytic results, the causal relationships being derived by the DEMATEL demonstrate the direct influence of the habit on other dimensions. Also, based on the influence weights being derived, the use intention, hedonic motivation, and performance expectancy are the most important dimensions. The analytic results can serve as a basis for concept developments, marketing strategy definitions, and new-product designs of the future OTMDs. The proposed analytic framework can also be used for predicting and analyzing consumers' preferences toward future OTMDs.