This work-in-progress develops an integral model of individuals’ intention to accept Information and Communication Technology innovations (ICTIA model). It captures the influence of different external and internal variables on ICT’s acceptance and use at the first stages of the acceptance process. The model focuses on the association between (1) ICT perceived attributes and perceived characteristics of using ICT, (2) individual’s personal variables, specifically personal values, (3) environmental variables, and (4) their evaluations in the first stages of the ICT acceptance process. The innovation of the ICTIA model is that it focuses on the association between individual’s personal values and the evaluations of the ICT acceptance. In this work-inprogress, we use the personal values conceptualized and measured by Kahle (1983). The ICTIA model can help firms better deploy and manage their ICT investments by better understanding their customers. Marketing communication can incorporate these personal values that influence the evaluation of the ICT acceptance. The proposed model will be empirically tested using data collected through two surveys designed to capture a cross-sectional snapshot and a dynamic longitudinal picture of the underlying phenomena. Data will be collected in two waves that are six months apart from over 2500(American, French, Lebanese, Moroccan, Tunisian and Algerian) potential adopter of mobile Internet, Home PC, Internet connection at home, Facebook, Internet banking, mobile banking, and playstation. Questions will be asked about these ICTs acceptance intention or about reasons of non acceptance intention.
