Acceptance of Professional Web 2.0 Platforms in Regional SME Networks: An Evaluation Based on the Unified Theory of Acceptance and Use of Technology

This paper applies the Unified Theory of Acceptance and Use of Technology (UTAUT) for the understanding of individual acceptance and use of Web 2.0 in the context of regional SME networks. Empirical data were collected from German regional SME network members using a questionnaire. Partial Least Squares was applied to estimate the measurement and structural model and test the hypothesized relationships between the variables. The model explains approximately 39% of the variance of use behavior and thus confirms the role of known factors. Performance and effort expectancy as well as social influence are key determinants to behavioral intention using Web 2.0 in the observed network. Further, our results suggest that behavioral intention and use behavior are influenced by additional factors. Those should be differentiated between three network levels: network management, executives of member firms and employees. Results of the study provide implications for future research and management of SME networks.