Driving event tech adoption: extending UTAUT with perceived investment value

Purpose This study investigates the factors influencing the adoption of new technologies among event professionals, extending the Unified Theory of Acceptance and Use of Technology (UTAUT) by integrating perceived investment value (PIV). Design/methodology/approach Survey data were collected from 275 event professionals in the United States. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS to examine the hypothesized relationships. Findings Results show that performance expectancy, effort expectancy, social influence, facilitating conditions, and PIV significantly influence professionals' attitudes toward adopting new technologies. Additionally, facilitating conditions and attitudes significantly predict willingness to use such technologies. Experience moderates the effects of facilitating conditions and social influence on attitudes, suggesting nuanced adoption patterns based on experience levels. Practical implications The strong role of performance expectancy in shaping adoption attitudes suggests that technology providers need to shift their focus from talking about features to showing real, tangible value. Instead of emphasizing technical capabilities, vendors should clearly illustrate how their solutions make events better in practice, whether by boosting attendee engagement, increasing sponsor exposure, or simplifying event operations through tools like AI-driven analytics or virtual event platforms. Originality/value By integrating PIV into the UTAUT framework, this study presents the first application of this extended model to event professionals, who are an underexplored experiential sector in technology adoption research. This novel perspective underscores how investment considerations shape adoption decisions, offering theoretical advancement and practical guidance for event organizers and technology providers.