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This paper investigates factors affecting the post-adoption behavior of first-tier supply chain members within the U.S. automotive industry toward a new information technology. This paper examined a specialized information technology known as the collaborative visibility network (CVN) used within the U.S. automotive industry that provides enhanced part-level visibility to its supply chain affiliates. Using existing research on innovation diffusion, this paper examines cognitive and experiential antecedents of post-adoption behavior. A model grounded in innovation diffusion theory, social learning theory, and the technology acceptance model is proposed and tested. Field interviews followed by a mail survey were used to collect data from 515 first-tier supply chain users of CVN. A structural equation model tested the hypothesized relationships to support the proposed model. Results confirmed the majority of the hypotheses. The opportunity to experiment, training effectiveness, prior experience with a similar technology, and prior technological knowledge have an effect on perceived ease of use and perceived usefulness, which ultimately affect technology performance. Implications of this study along with suggestions for future research are provided.