The social-economic-psychological model of technology adoption and usage: an application to online investing

Authors:
Prabhudev Konana;Sridhar Balasubramanian
Affiliations:
Department of MSIS, McCombs School of Business, University of Texas at Austin, Austin, TX;Department of Marketing, The Kenan-Flagler Business School, University of North Carolina at Chapel Hill, Chapel Hill, NC
Venue:
Decision Support Systems
Year:
2005

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Abstract

We champion the view that a richer understanding of electronic markets is obtained when their implications for consumers are jointly studied from social, economic, and psychological perspectives. We adopt this perspective triad to build a Social-Economic-Psychological (SEP) Model of technology adoption and usage, and apply the model to understand and explain the behavior of online investors. The SEP model provides a foundation for a multidisciplinary approach to the study of electronic markets and online consumers in the fields of MIS, marketing, and finance.