## 2 Conceptual Model and Research Hypotheses  
### Conceptual Model  
Approaching the role of social influence as a determining factor in the adoption of EESS technologies presents a series of distinctiveness related to the channels for both exercising social influence and socio-cultural factors. Some research [11] also showed the less relevant role of subjective norms in the adoption of assimilated EESS technologies (such as HEMS), provided that the intention to adopt is based on utility rather than on the social status conferred by the acquisition of those technologies. Other authors [20] demonstrate the link between social influence and perceived social value of EESS technologies, raising an argument that the public needs to be made aware through online or offline promotion of the benefits of adopting new energy-efficient technologies. An important role in interpreting the adoption of energy-efficient technologies is played by cultural differences [12]. In the meta-analysis realized by [PERSON] and [PERSON] [26], after comparing several Western and non-Western studies, they show that subjective norms had a greater impact on behavioral intent in Western studies. Other authors [27] researched the use of social influence or social norms (SN) as preachers in the TAM model, in correlation with the cultural dimensions defined by [PERSON] [28]. However, [PERSON] et al. [24] explain the significant heterogeneity between studies based on social influence in terms of cultural receptivity in relation to the effects of social influence, while [PERSON] and [PERSON] [26] analyze the moderating role of demographic factors in exercising social influence, showing--for example--that young people are more easily influenced by the characteristics of technology and the opinions of colleagues than older users. [PERSON], [PERSON], and [PERSON] [29] argue that gender, age, education, information technology and communications (IT&C) experience, and monthly income significantly moderate the relationship between perceived ease of use and both social influence and behavioral intention. The role of age and education is also highlighted in the research of [PERSON], [PERSON], and [PERSON] [30]. Other authors argue that IS-based approaches should include components to stimulate the environmental component in the context of certain users, such as those who already use assimilated EESS technologies (electric vehicle) and are predisposed to adopt new technologies [31]. In this context, [PERSON], [PERSON], and [PERSON] [32] show that organizations concerned with environmental protection should stimulate the intention to save energy as a popular social trend. In another study [17], it is shown that people concerned with environmental issues experience social pressure when it comes to adopting energy-efficient technologies as a result of social influence. However, according to other authors [19], social pressure to buy green technologies is less important. Also, while people with high environmental values have similar beliefs about price value or performance, they exercise a less positive vision from the perspective of the compatibility of new technologies with the social environment of which they are part [4]. Another recent study on user confidence in new technologies [33] indicates a strong relationship between social influence and two other determinants of accepting new technologies: perceived security and perceived trust. Last but not least, the collaborative experience of using EESS is relevant, given that communication between users based on social influence can increase their level of interest in new technologies [34]. The outline of the concept model related to the present research is based on the study of conceptual models presented in the analyzed studies, taking into account social influence as a determining factor for the adoption of EESS technologies.