One more time trust matters: a theoretical investigation of the role of technology mediated trust in the UTAUT model

Investigation about technology acceptance (TA) remains one of the most important research field in information system literature, but the “founding father models” originated the notion of TA in a completely different scenario. We argue that, in a world where IT artifacts disseminate thanks to—and not only because of—unprecedented social media penetration, the TA models must be revisited and upgraded. In this paper, the construct of trust plays a central role, because it allows the acknowledgement of the influencing role played by institutions and organizations that have reached a credible and sustainable presence in the information technology market. We started from the TAM and UTAUT models, as departing platforms of TA models, being the mostly widely cited in the recent literature. This paper defines and explores the theoretical contribution of technology-mediated trust, as a new moderating factor adding value to the UTAUT model. Implications for future empirical research are finally presented.