A Survey of Technology Acceptance Models in the Creative Industry: Exploring Key Limitations

While the field of technology acceptance is a widely researched area in information systems research, its extension to the creative industry through the eyes of professional content creators is comparatively novel. Additionally, the present literature lacks the exploration of how content creators accept and adopt new technologies in the creative industry. This research paper aims to examine the different technology acceptance models of the last four decades. In addition, the study investigates key limitations pertaining these theories. As it stands significant and precondition for the usage of technology, our study found that among all the surveyed technology acceptance theories, the Innovation and Diffusion Theory is the only model that is designed to empirically analyze technology acceptance on the group level. Furthermore, the study found two different schools of thought that adopted the role of Attitude. Our study recommends the analysis of the UTAUT application in the creative industry. Conclusively, by exploring the key limitations of the current technology acceptance theories, and advancing the present knowledge from a theoretical perspective, this study supports distinctively from prior studies, as a foundation for future studies to develop and validate an extended model of technology acceptance by content creators in the creative industry.