The battle of Brain vs. Heart: A literature review and meta-analysis of “hedonic motivation” use in UTAUT2

Abstract

Much of the scholarly debate on the extrinsic-intrinsic motivation dichotomy to date has focused on organisational context. However, the recent upsurge of technology use amongst individuals in non-organisational context has led to consumer-focused research model such as extended unified theory of acceptance and use of technology (UTAUT2). The objective of this study is to bring back much needed focus on motivation dichotomy from the consumer perspective. This involved a systematic review and meta-analysis of hedonic motivation an affective construct in UTAUT2 studies. The findings from 79 UTAUT2 empirical studies revealed that only 46 studies (58%) utilised hedonic motivation while the remaining 33 studies (42%) omitted the construct. Extrinsic motivation was the major driver of non-hedonic and non-significant hedonic motivation studies with individuals using technologies for utilitarian outcomes. Unlike UTAUT2, moderators association of hedonic motivation were nonsignificant in determining consumer intention to use technology. The findings also revealed an important association between hedonic motivation and effort expectancy, in addition to fruitful directions for research and practice.

Consumer Acceptance and Use of Information Technology: A Meta-Analytic Evaluation of UTAUT2

“…The four studies that reported nonsignificant values were more focused on utilitarian value of consumers rather than hedonic motivation such as learning management system (Ain et al 2016), online air ticket purchases (Tomás Escobar-Rodríguez and Carvajal-Trujillo 2013), medical respondent samples in wearable healthcare technology (Gao et al 2015a) and mobile payment (Oliveira et al 2016). Therefore, researchers should be circumspect of using HM➔BI path relationship in studies focused on utilitarian value (Tamilmani et al 2019).…”

Mobile Internet Adoption in Malaysian Suburbs: The Moderating Effect of Gender

“…Hedonic motivation plays a key role in determining technology acceptance and use (Brown & Venkatesh, 2005). The emphasis on technology for organizational users has moved to consumers, which is from extrinsic motivation to intrinsic motivation (Tamilmani, Rana, Prakasam & Dwivedi, 2019). It is referred to as the willingness and motivation to use a technology as a result of the pleasure gained from aesthetic and emotional feelings such as love and joy.…”

The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis

“…Kizgin et al 2018;Shareef et al 2018) provide valuable insights into factors affecting intention to purchase within the boundaries of the contexts studied but it is difficult to generalise them. Meta-analysis addresses issues of generalisability across contexts by integrating the results of existing studies (Eden 2002;Ismagilova et al 2019;Pan et al 2012;Patil et al 2018;Tamilmani et al 2019). Meta-analysis is gaining attention from scholars in eWOM research, but most of the existing meta-analysis studies on eWOM communications focus on how eWOM communications affect sales (e.g.…”