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This research investigates the integration of the Diffusion of Innovations (DOI) theory and the Unified Theory of Acceptance and Use of Technology (UTAUT) in explaining employees’ technology adoption behavior in Oman’s service sector. It is particularly concerned with the use of hedonic motivation as a mediating process and UTAUT constructs as determinants of behavioral intention and usage behavior. Data were gathered from 367 workers in different departments of the service industry in Oman. The research utilized measurement scales based on proven research and conducted partial least squares structural equation modeling (PLS-SEM) for the analysis of the measurement and structural models. Outcomes indicated that DOI had a substantial impact on hedonic motivation, with corresponding positive effects on effort expectancy, performance expectancy, and social influence. All UTAUT factors significantly predicted behavioral intention, which further influenced actual use. Effects of multiple mediation and serial mediation were also established, highlighting the intricate dynamic among DOI, hedonic motivation, and UTAUT factors. This study builds on previous work by combining DOI and UTAUT in a single framework and demonstrating it in the Middle Eastern service sector setting. Theoretical contributions and practical recommendations are offered for the upgrade of technology adoption techniques in organizational environments.

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Integrating Diffusion of Innovations and UTAUT: A Dual-Theory Model for Predicting Technology Adoption and Use

  • 会议论文

  • 发表日期：

    2026年

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  • Fadi Abdelfattah,
  • Hisham Madi,
  • Mohammed Salah,
  • Aisha Al-Araimi,
  • Gadaf Rexhepi,
  • Maryam Alwashahi,
  • Mazhar Abbas

摘要

This research investigates the integration of the Diffusion of Innovations (DOI) theory and the Unified Theory of Acceptance and Use of Technology (UTAUT) in explaining employees’ technology adoption behavior in Oman’s service sector. It is particularly concerned with the use of hedonic motivation as a mediating process and UTAUT constructs as determinants of behavioral intention and usage behavior. Data were gathered from 367 workers in different departments of the service industry in Oman. The research utilized measurement scales based on proven research and conducted partial least squares structural equation modeling (PLS-SEM) for the analysis of the measurement and structural models. Outcomes indicated that DOI had a substantial impact on hedonic motivation, with corresponding positive effects on effort expectancy, performance expectancy, and social influence. All UTAUT factors significantly predicted behavioral intention, which further influenced actual use. Effects of multiple mediation and serial mediation were also established, highlighting the intricate dynamic among DOI, hedonic motivation, and UTAUT factors. This study builds on previous work by combining DOI and UTAUT in a single framework and demonstrating it in the Middle Eastern service sector setting. Theoretical contributions and practical recommendations are offered for the upgrade of technology adoption techniques in organizational environments.