Which factor is NOT included in the UTAUT model?

The UTAUT (Unified Theory of Acceptance and Use of Technology) model is a theoretical framework that identifies several key factors influencing technology adoption and usage. The model comprises four primary constructs: performance expectancy, effort expectancy, social influence, and facilitating conditions.

Performance expectancy refers to the degree to which using a technology is perceived to enhance job performance. Effort expectancy deals with the ease of use associated with the technology. Social influence captures the degree to which individuals perceive that important others believe they should use the new system or technology.

The factor referred to as "external factors" does not align with the recognized constructs in the UTAUT model. While external variables, such as organizational support and personal circumstances, can affect user acceptance of technology, they are not defined as a core component within the UTAUT framework.

Understanding these constructs is vital for marketers and technology adopters alike, as they help explain the factors that drive user acceptance and implementation of new technologies. This insight allows for better alignment of marketing strategies to address key user concerns and motivations.