UTAUT2

UTAUT2, the Unified Theory of Acceptance and Use of Technology 2, is a theoretical model developed by Venkatesh, Thong, and Xu in 2012 as an extension of the original UTAUT (2003). It was designed to explain and predict user acceptance and actual use of information technology in consumer contexts, drawing on constructs from several prior theories of technology adoption. The model aims to provide a comprehensive view of what drives individuals to use technology in everyday settings.

The core determinants in UTAUT2 are Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions, which influence Use Behavior. In addition, three consumer-specific drivers were added: Hedonic Motivation (the pleasure or enjoyment of use), Price Value (the perceived trade-off between cost and benefits), and Habit (the extent to which usage becomes automatic). The model also retains the same moderators as the original UTAUT—Gender, Age, Experience, and Voluntariness of Use—which affect the strength of the relationships between determinants and use.

Compared with the original model, UTAUT2 places greater emphasis on consumer contexts and motivational factors beyond utilitarian value. It has been applied to a wide range of technologies, including mobile apps, e-commerce platforms, wearables, online learning, and digital services, and has been validated across diverse cultural and industry settings. While often predictive, its explanatory power varies by context and measurement, and researchers continue to refine the model for specific technologies and populations.

Limitations of UTAUT2 include issues of model complexity, potential overlap among constructs, and the need for careful operationalization in different contexts. Nonetheless, it remains a widely used framework for studying technology acceptance in consumer environments.