The Strange Case of the Unified Theory of Acceptance and Use of Technology 3: Unpacking Informal Model Extensions in Artificial Intelligence and Educational Technologies

Abstract

The Unified Theory of Acceptance and Use of Technology (UTAUT) and its successor, UTAUT2, were widely recognised frameworks for understanding technology adoption in organisational and consumer contexts. UTAUT2 extended the original framework by introducing constructs such as hedonic motivation, price value, and habit, broadening its applicability in individual decision-making processes. Informal extensions of UTAUT2, often labelled as "UTAUT3," had emerged to examine the adoption of educational technologies, including artificial intelligence tools and e-learning platforms. Despite the potential of these extensions, "UTAUT3" lacked formal endorsement by its original developers and did not constitute an officially validated framework. This study examined the informal UTAUT3 model, particularly its application in educational technologies. Using meta-analytic structural equation modelling and bootstrapping, the study evaluated the model's explanatory power and theoretical consistency. The findings revealed that the informal UTAUT3 model exhibited structural inconsistencies, including the absence of direct paths from FC and H to UB and an inflated path coefficient from BI to UB, raising concerns about possible multicollinearity and model over-specification. The study highlighted the need for a cautious interpretation of the informal UTAUT3 model's findings and called for theoretical refinement, including re-evaluating the role of personal innovativeness, often included as a construct in the informal UTAUT3.