Modeling the Adoption of Good Tech: Extending TAM3 to Incorporate the Phenomenon of Warm-Glow

In this paper, we extend the third evolution of the Technology Acceptance Model (TAM3) to in-corporate warm-glow in order to understand the role this phenomenon plays on consumer adoption of 'good tech'. Warm-glow is the feeling of satisfaction, pleasure, or both, which is experienced by individuals after they do something 'good' for their fellow human. Two constructs, perceived extrinsic warm-glow (PEWG) and perceived intrinsic warm-glow (PIWG), were incorporated into the TAM3 model to measure the two dimensions of user-experienced warm-glow, forming what we refer to as the TAM3+WG model. An experimental approach was taken to evaluate the suitability of the proposed model (i.e., TAM3+WG). A vignette was used to describe a hypothetical internet search engine solution designed to evoke in participants warm-glow. Our TAM3+WG model was found to be superior to the TAM3 model within our context. Furthermore, the PIWG and PEWG constructs were found to be unique within the original TAM3 model. Our findings indicate that the factors that have the greatest influence on consumer decisions are (in decreasing order) PU, PIWG, SN, and PEWG. In other words, both extrinsic and intrinsic warm-glow play a prominent role in user decisions as to whether or not to adopt technology.