Beyond Agreements: A Semantic Differential for Technology Acceptance Measurement
摘要
The digital transformation is fundamentally reshaping societal and economic structures, with technologies like AI and robotics increasingly integrated across sectors to enhance efficiency and well-being. A key challenge in this transformation is fostering human acceptance of new technologies, an important factor for successful implementation. This study explores the development and validation of an instrument for measuring technology acceptance using well-interpretable semantic differential items based on the UTAUT2 model. The instrument was developed through an iterative process that began with an expert workshop to adapt the UTAUT2 dimensions into 32 semantic differential word pairs. The final instrument was tested in an online-survey with a between-subjects design ( \(N=108\) ). Participants evaluated a sustainable smartphone to compare the Semantic Differential with traditional Likert scales. Results suggest that the Semantic Differential effectively measures technology acceptance, providing comparable insights to the UTAUT2 Likert scales. However, user satisfaction was higher with the Likert scale, suggesting that refinements are necessary for the Semantic Differential. These improvements include enhancing word pairings, grouping them by UTAUT2 dimensions, and providing clearer contextual guidance. Future development will focus on transforming the instrument into an interactive system that visualizes acceptance levels and offers actionable design recommendations. Combining empirical insights and user-driven refinement, this instrument will offer a scientifically validated, user-friendly solution for assessing and promoting technology acceptance in the digital transformation.