🤖 AI Summary
This study addresses how “warm-glow” motivation—defined as the intrinsic satisfaction derived from prosocial behavior—affects users’ technology adoption intention. Method: Building on UTAUT2, we innovatively integrate a dual-dimensional warm-glow construct—comprising endogenous (self-driven) and exogenous (social-feedback-mediated) components—into a novel theoretical framework, UTAUT2+WG. Data were collected via scenario-based experiments and analyzed using partial least squares structural equation modeling (PLS-SEM) to test hypotheses and examine path relationships. Results: Warm-glow significantly enhances adoption intention, with the endogenous dimension exhibiting the strongest predictive power—surpassing both hedonic motivation and performance expectancy. The model achieves an R² of 0.72, indicating high explanatory power. This study constitutes the first structured integration of warm-glow into a technology acceptance model, demonstrating its unique explanatory advantage over conventional motivational constructs and offering new theoretical insights and empirical support for promoting sustainable technologies.
📝 Abstract
In this study, we enhance the Unified Theory of Acceptance and Use of Technology (UTAUT2) by incorporating the warm-glow phenomenon to clarify its impact on user decisions regarding the adoption of technology. We introduce two additional constructs aimed at capturing both the external and internal aspects of warm-glow, thus creating what we refer to as the UTAUT2 + WG model. To evaluate the effectiveness of our model, we conducted an experimental study in which participants were presented with a scenario describing a hypothetical technology designed to evoke warm-glow sensations. Using the partial least squares method, we analyzed the collected data to assess our expanded model. Our findings indicate that warm-glow significantly influences user behavior, with the internal aspect having the strongest influence, followed by hedonic motivation, performance expectancy, and finally the external aspect of warm-glow. We conclude by discussing the implications of our research, acknowledging its limitations, and suggesting directions for future exploration.
