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Home » Methods » UTAUT Model

UTAUT Model

High complexity of outcome measurement
2 project managers & min. 30 citizens
high
5 hours + evaluation
  • Online survey platform (e.g., Google Forms)
  • Digital whiteboard: Miro or Mural OR shared document (e.g., MS Teams)
  • Video conferencing: Zoom, Microsoft Teams etc.

Explanation of the method

  1. In preparation for the evaluation, create an online questionnaire that measures the degree to which the innovation is influenced by four factors: performance expectancy, effort expectancy, social influences, and facilitating circumstances.
    • Performance expectancy (usefulness, extrinsic motivation): Does the innovation help the respondent improve his/her performance?
    • Effort expectancy (perceived ease of use, complexity): Is the technology easy to use? Can the respondent use the innovation without difficulty?
    • Social influences (subjective norm, social factors, image): Could other people think that it is good to use this innovation? What does the environment of the subject think about the use?
    • Facilitating circumstances (facilitating conditions, compatibility): Can existing technical and organizational infrastructures support the innovation and influence its use? What influence does the existing infrastructure have on the innovation?
  2. Observe the recruited participants of your target group while they test your innovation. Afterwards, ask them how much the statements apply or do not apply using the questionnaire and a 7-point scale.
  3. Also record demographic factors, such as the age and gender of the participants, as well as their previous experience with the innovation, and check whether they are doing the application voluntarily.
  4. Evaluate the questionnaire and present the behavioral intention as well as the usage behavior of the participants to the other project members. Derive tasks and optimization opportunities through this evaluation.

Advantages

  • Through constructive feedback, the innovation can be optimized.
  • The method enables a multidimensional evaluation of an innovation.
  • The method is not limited to a specific type of innovation.
  • Through the method, different actors (end users, project partners, etc.) can be involved.
  • The UTAUT model is a scientifically based method.

Disadvantages

  • Allow sufficient time for the method. The creation of the questionnaire takes at least 1-2 hours depending on your experience, the measurement with UTAUT takes about 10-15 minutes per person and the time for the evaluation varies depending on the questions and previous knowledge in the evaluation.
  • A digital answering of the questionnaire simplifies the evaluation for you.
  • Conduct a pilot test to uncover ambiguities in the questionnaire and optimize the questionnaire accordingly.
  • Ideally, have a third person who was not involved in the development of the product conduct the evaluation in order not to influence the results.

Advice from practice

  • Allow sufficient time for the method. The creation of the questionnaire takes at least 1-2 hours depending on your experience, the measurement with UTAUT takes about 10-15 minutes per person and the time for the evaluation varies depending on the questions and previous knowledge in the evaluation.
  • Conduct a pilot test to uncover ambiguities in the questionnaire and optimize the questionnaire accordingly.
  • Ideally, have a third person who was not involved in the development of the product conduct the evaluation in order not to influence the results.
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