Testing the moderating role of need for cognition in smartphone adoption

Abstract

While numerous studies have identified various cognitive and social factors affecting the adoption of new technologies and innovations, the role of individual differences has not yet received full research attention. In this study, we focused on the need for cognition (NFC; Cacioppo, J.T. and Petty, R.E., 1982. The need for cognition. Journal of Personality and Social Psychology, 42, 116-131) and examined the implications of this personality variable relative to smartphone use. The results based on the survey data (N = 411) provided support for our hypotheses that NFC is an important motivational personality construct that distinguishes between adopters and non-adopters of smartphones. We also found that NFC moderates the linkages between instrumental beliefs, social influence factors, and behavioural intentions (BI). Specifically, perceived usefulness had a stronger effect on BI for high-NFC people, whereas perceived ease of use and subjective norms had stronger effects for low-NFC people. The findings reveal possible important variations in technology adoption and the role of NFC in governing these alternative decision-making processes. Implications for theory, product design, as well as for managers are discussed.