“…Most research suggests that norms have a fleeting effect (e.g., Stafford & Turan, 2011). Over time, social norms diminish in importance (or become not at all related to) the intention to use technology (i.e., once an individual forms a judgment about the effectiveness and effort of using a technology, the social norms of those around the individual have little influence except perhaps for some demographic groups such as older women) (Al-Gahtani, Hubona, & Wang, 2007;Bhattacherjee, 2000;Brown, Dennis, & Venkatesh, 2010;Gallivan et al, 2005;Hong, Thong, Chasalow, & Dhillon, 2011;Tan & Teo, 2000;Venkatesh & Davis, 2000;Venkatesh et al, 2000a;Venkatesh et al, 2003;Venkatesh & Thong, 2012).…”