Virtual Events and Use of Technology

Abstract

This research brings the relationships of human and technology interactions to the forefront in the delivery of an event and focuses upon the description of the various elements and their relationships within the Unified Theory of Acceptance and Use of Technology (UTAUT) model. An online survey method was used to investigate the applicability of the model amongst 276 respondents and examine relationships between various existing UTAUT variables with the addition of two variables viz Hedonic Motivations and Anxiety. The results of this study support the model and indicated that Performance Expectancy, Facilitating Conditions, and Social Influence are strong determinants of the use of virtual live events. These findings substantiate earlier research findings that show the relevance of the social context in technology adoption. This study is among the first to use the UTAUT model in the context of event technology and entertainment, especially in the developing country context.