The suitability of the Unified Theory of Acceptance and Use of Technology (UTAUT) model in open access adoption studies

Abstract

Technology acceptance models or theories are commonly used in studies aiming at predicting and explaining the individual behaviours towards the acceptance and usage of new technologies. This paper reports part of the findings from a doctoral research project which focused at analysing the acceptance and usage of open access within public universities in Tanzania. The study was guided by the Unified Theory of Technology Acceptance and Usage (UTAUT) model). The survey questionnaire targeted 544 respondents selected through stratified random sampling from a population of 1088 university researchers at six public universities in Tanzania. A response rate of 73 percent was achieved and the binary logistic regression statistics of the Statistical Package for Social Sciences (SPSS) was used for data analysis. The study findings suggest support for the application of the UTAUT model in studying the adoption of open access in a research environment. Among the findings, attitude, awareness, effort expectancy and performance expectancy were established as the key determinants for the researchers’ behavioural intentions of open access usage. Similarly, age, awareness, behavioural intention, facilitating conditions and social influence were found to significantly affect researchers’ actual usage of open access. These factors should therefore be taken into account in the planning and implementation of open access projects. A further validation of the open access research model in similar research institutions in Tanzania and elsewhere is recommended.