Understanding the Relationship between Goal-Directed Intentions and Post-Adoptive IT Behaviors: The Moderating Influence of Image Compatibility

Technology adoption and diffusion research has advanced from examining pre-adoption to uncovering salient predictors of individual post-adoptive IT behaviors. Within this new research stream, there is a need to extend understanding of how and why individuals innovate with IT and infuse it in their work life. To that end, this paper suggests that understanding individuals’ motivations for continuing, extending, or adapting their use behaviors is important in order to develop understanding of how technologies become embedded in organizational work processes. Hence, we propose a research model that examines how compatibility between goals and perceptions of likely progress toward those goals influences an individual’s post-adoptive IT use behavior. Assuming the proposed hypotheses are supported, this study will contribute to the literature by shedding light on factors that trigger variations in post-adoptive IT use