Conceptualizing task-technology fit and the effect on adoption – A case study of a digital textbook service

Abstract

Although information technology has revolutionized virtually every aspect of how we interact with products and services, it has changed learning to a surprisingly small degree. In a study of a digital textbook service, we provide a new conceptual definition and measurement of technology fit. We conceptualize task-technology fit as how well a technology is integrated with a set of interrelated tasks included in achieving the goal of the behavior where the technology is used. Whereas research on technology adoption typically explains around 40 percent of the variance in motivation to adopt, our model explains as much as 76 percent.