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The acceptance of new information technologies by their intended users persists as an important issue for researchers and practitioners of information systems. Several models have been developed in the literature to facilitate understanding of the process by which new information technologies are adopted. This paper proposes a new construct that further illuminates the relationships explicit in the technology acceptance models and describes an operational measure for this construct that possesses desirable psychometric properties. The construct, personal innovativeness in the domain of information technology, is hypothesized to exhibit moderating effects on the antecedents as well as the consequences of individual perceptions about a new information technology. The construct was developed and validated in the context of the innovation represented by the World-Wide Web. Implications for theory and …