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Article
Publication date: 7 October 2021

Sanghoon Kim, Ho Yeol Yu and Hyun-Woo Lee

The purpose of the study was (1) to examine the motivational composites determining consumers' continued intention to use digital ticketing via self-service technology (SST) by…

Abstract

Purpose

The purpose of the study was (1) to examine the motivational composites determining consumers' continued intention to use digital ticketing via self-service technology (SST) by integrating service satisfaction and (2) to ascertain the differences between consumers according to their psychological discomfort toward technology.

Design/methodology/approach

Data were collected using a structured questionnaire, and a total of 323 were included in the analysis. Partial least squares structural equation modeling (PLS-SEM) was utilized to test motivational determinants of digital ticketing. In addition, permutation-based multi-group analysis was performed to investigate the differences between consumers with high and low technology discomfort.

Findings

Both intrinsic and extrinsic motivation are positive predictors of continued intention to use digital ticketing, but only intrinsic motivation has a positive impact on continued intention through service satisfaction. Moreover, the relationship between intrinsic motivation, service satisfaction and continued intention was stronger for consumers with high psychological discomfort than those with low psychological discomfort.

Originality/value

Given the conspicuous characteristics of the digital ticketing process for sporting events, the insights gained from the study may be of assistance to researchers and practitioners in understanding sport consumers' ticket consumption behavior and the determinants of SST usage.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 21 September 2021

Carlos Flavián, Alfredo Pérez-Rueda, Daniel Belanche and Luis V. Casaló

The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI…

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Abstract

Purpose

The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI) suggests that this technology-based service will become increasingly popular. This study examines how customers' technology readiness and service awareness affect their intention to use analytical AI investment services.

Design/methodology/approach

Hypotheses were tested with a data set of 404 North American-based potential customers of robo-advisors. In addition to technology readiness dimensions, the potential customers' characteristics were included in the framework as moderating factors (age, gender and previous experience with financial investment services). A post-hoc analysis examined the roles of service awareness and the financial advisor's name (i.e., robo-advisor vs. AI-advisor).

Findings

The results indicated that customers' technological optimism increases, and insecurity decreases, their intention to use robo-advisors. Surprisingly, feelings of technological discomfort positively influenced robo-advisor adoption. This interesting finding challenges previous insights into technology adoption and value co-creation as analytical AI puts customers into a very passive role and reduces barriers to technology adoption. The research also analyzes how consumers become aware of robo-advisors, and how this influences their acceptance.

Originality/value

This is the first study to analyze the role of customers' technology readiness in the adoption of analytical AI. The authors link the findings to previous technology adoption and automated services' literature and provide specific managerial implications and avenues for further research.

Article
Publication date: 10 April 2019

Patricio Esteban Ramírez-Correa, Elizabeth E. Grandón and Jorge Arenas-Gaitán

The purpose of this paper is to determine differences in customers’ personal disposition to online shopping.

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Abstract

Purpose

The purpose of this paper is to determine differences in customers’ personal disposition to online shopping.

Design/methodology/approach

The research model was proposed based on two types of purchases (hedonic vs utilitarian) and on personal traits of individuals against technology throughout the Technology Readiness Index (TRI) 2.0. Generation and gender were considered to evaluate their impact on the type of purchases. Consumers’ data were collected in Chile through 788 face-to-face surveys. The partial least squares approach was used to test the research model.

Findings

The findings show that optimism and discomfort influence online shopping. Moreover, generation and gender moderate the relationship between the dimensions of the TRI and online purchases.

Originality/value

The contributions of this study are threefold. The analysis of personal traits and the type of purchases contribute to the existing literature on consumer behavior and e-commerce, and provide some insights for marketers to identify segmentation strategies by analyzing the gender and generation of individuals. Second, this study contributes to examining the stability and invariances of the TRI 2.0 instrument, which has not been fully revised in less developed countries. Third, this study adds to the existing body of research that argues that demographic variables are not sufficient to understand technology adoption by individuals by including psychological variables.

Details

Industrial Management & Data Systems, vol. 119 no. 4
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 21 March 2023

Marija Cimbaljević, Dunja Demirović Bajrami, Sanja Kovačić, Vanja Pavluković, Uglješa Stankov and Miroslav Vujičić

The technology readiness and acceptance model were mostly employed as theoretical bases to analyze tourist behaviors of adoption of innovative technologies that are part of the…

Abstract

Purpose

The technology readiness and acceptance model were mostly employed as theoretical bases to analyze tourist behaviors of adoption of innovative technologies that are part of the smart tourism offer. This study attention now turns to the field of smart tourism human resource management and tries to establish a model to explain the relationship between general dimensions of personality with systematic specific dimensions toward ICT acceptance.

Design/methodology/approach

The authors adopted the TRAM model as a way to better understand and evaluate the causal relationships between the personality dimensions, factors of perception, attitudes and behavior of users regarding the acceptance and use of innovative technologies. Based on the empirical data of 478 employees operating in tourist organizations, travel agencies and hotels, the authors employed regression analysis as the basic method for examining the research hypotheses and causal relationships between variables in the presented model.

Findings

The analysis revealed that employees in the tourism sector are inclined to adopt new technology, and that technological readiness has an impact on attitudes and intentions toward the use of technologies. Moreover, the results show that the path between the dimensions of technological readiness and intention to use technologies is to a certain extent mediated through perceived ease of use and perceived usefulness.

Originality/value

This research is among the first empirical studies that examine technology readiness and adoption in the context of smart tourism development. Besides the findings extend the literature on the mediating effect of perceived usefulness and perceived ease of use between technology readiness index and technology acceptance behavior.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 6 January 2006

Lai Ming Ling and Izlawanie Muhammad

The Inland Revenue Board Malaysia has just launched the electronic tax filing system. To date, there has been little scholarly study in examining people’s state of technology

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Abstract

The Inland Revenue Board Malaysia has just launched the electronic tax filing system. To date, there has been little scholarly study in examining people’s state of technology readiness. Technology readiness (TR) is defined as people’s propensity to embrace and use new technologies for accomplishing goals in home life and at work (Parasuraman, 2000). Drawing on insights from the literature, this study attempts to adopt the Technology Readiness Index (TRI) of Parasuraman and Colby (2001) in examining the state of technology readiness of tax officers. A survey questionnaire was personally administered on 210 tax officers in Malaysia. A total of 187 usable questionnaires were collected. The survey found that although Malaysian tax officers are optimistic towards new technologies, they experienced a considerable level of discomfort with new technologies. Notably, male tax officers displayed more optimism than their female counterparts. There were no significant differences between gender and age on innovativeness, discomfort and insecurity dimensions. Based on the TRI, the respondents were segmented into explorers (6 per cent), pioneers (39 per cent), skeptics (35 per cent), paranoids (16 per cent) and technology laggards (4 per cent). This study provides timely and useful information for the tax authorities and has implications for tax administration and policy development.

Details

Journal of Financial Reporting and Accounting, vol. 4 no. 1
Type: Research Article
ISSN: 1985-2517

Keywords

Article
Publication date: 8 February 2023

Ajitabh Dash and Sandeep Kumar Mohanty

The purpose of this study was to create a theoretical model by combining the technology acceptance model (TAM) with the theory of technology readiness (TR) and then empirically…

Abstract

Purpose

The purpose of this study was to create a theoretical model by combining the technology acceptance model (TAM) with the theory of technology readiness (TR) and then empirically test it to identify the key factors influencing older citizens’ intention to adopt and use mobile health (m-health), which has emerged as a tool to facilitate health-care rights for all.

Design/methodology/approach

The convenience sampling method was used to collect data from 465 respondents aged 60 and up from the Delhi-National capital region of India using a questionnaire survey method. The data collected for this study were analyzed using partial least squares structural equation modeling using SmartPLS 3.0.

Findings

The study’s findings indicate that all TR components influence perceived usefulness (PU) and ease of use. The exception is discomfort, which does not affect perceived ease of use (PEOU). Furthermore, PU and PEOU influenced the older citizen’s attitude toward m-health, and attitude influenced their intention to use m-health applications.

Originality/value

To the best of the authors’ knowledge, this is the first study to apply the TAM in combination with TR index to examine the acceptability of m-health consulting by the older citizen in an emerging economy like India.

Details

Digital Policy, Regulation and Governance, vol. 25 no. 2
Type: Research Article
ISSN: 2398-5038

Keywords

Article
Publication date: 12 July 2011

Jiun‐Sheng Chris Lin and Hsing‐Chi Chang

Notwithstanding a significant amount of literature on the technology acceptance model (TAM), past research has overlooked the role consumers' technology readiness (TR) plays in…

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Abstract

Purpose

Notwithstanding a significant amount of literature on the technology acceptance model (TAM), past research has overlooked the role consumers' technology readiness (TR) plays in adoption of self‐service technologies (SSTs). This study aims to fill this research gap by developing and testing a model that integrates the role of TR into the TAM.

Design/methodology/approach

The study proposes a research framework to suggest the direct and moderating roles of TR in the TAM. Extant research from various research streams is reviewed, resulting in 13 hypotheses. Data collected from customers with SST experiences are examined through structural equation modeling (SEM) and hierarchical moderated regression analysis.

Findings

Results indicate that customer TR enhances perceived usefulness, perceived ease of use, attitude toward use, and intention to use. Results also show that TR attenuates the positive relationship between perceived ease of use and attitude toward using SSTs.

Research limitations/implications

This research represents an early attempt to explain the role of TR in the TAM in the context of SSTs. Future research directions are discussed, with emphasis on incorporating customer differences and situational factors to better understand this model in various service settings.

Practical implications

Findings show that TR influences perceived usefulness, perceived ease of use, attitude toward using SSTs, and behavioral intentions. Therefore, to achieve better SST service outcomes firms implementing SSTs should give increased attention to customer TR. Firms should stimulate the use of technological services by strengthening positive TR drivers (the optimism and innovativeness dimensions) to encourage use of technological services and positive attitudes toward technology, while also reducing TR inhibitors (the discomfort and insecurity dimensions) to lower reluctance to use technology.

Originality/value

This study is the first to integrate the role of TR into the TAM in the context of SSTs.

Details

Managing Service Quality: An International Journal, vol. 21 no. 4
Type: Research Article
ISSN: 0960-4529

Keywords

Article
Publication date: 16 March 2015

Jen-Min Huang, Tu-Kuang Ho, Yen-Chun Liu and Yu-Hsiang Lin

– This paper aims to examine the user’s willingness of golfers toward the use of GPS navigation based on the technology readiness and acceptance models.

Abstract

Purpose

This paper aims to examine the user’s willingness of golfers toward the use of GPS navigation based on the technology readiness and acceptance models.

Design/methodology/approach

This study developed the research structure based on the theory of the technology acceptance and readiness model to address the relationship between technology readiness, perceived usefulness, perceived ease of use, user’s attitude and behavioral intention. A purposive sampling questionnaire was used in this study to investigate golf participants in Central Taiwan. In all, 245 copies of the questionnaire were issued. About 240 copies were returned and after removing the invalid copies, there were 230 valid questionnaires for a valid response rate of 95.8 per cent.

Findings

The research results indicated that technology readiness has a significant influence on perceived usefulness, technology readiness has a significant influence on perceived ease of use, perceived ease of use has a significant influence on perceived usefulness, perceived usefulness has no significant influence on user’s attitude, perceived ease of use has a significant influence on user’s attitude, user’s attitude has no significant influence on behavioral intention and perceived usefulness has a significant influence on behavioral intention.

Originality/value

The technology acceptance model has been widely used to examine user's acceptance and willingness toward computer technology or an information product. This study, hence, is based on this model to investigate the user's willingness of golfers toward golf GPS and shall serve as a reference for future golf sports promotion and device R&D.

Details

Journal of Hospitality and Tourism Technology, vol. 6 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 5 September 2018

Mona Sinha, Hufrish Majra, Jennifer Hutchins and Rajan Saxena

The purpose of this paper is to understand Indian consumers’ intention to use mobile payments by examining their adoption readiness (AR) in the larger context of their technology

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Abstract

Purpose

The purpose of this paper is to understand Indian consumers’ intention to use mobile payments by examining their adoption readiness (AR) in the larger context of their technology readiness (TR) and their privacy concerns (PCs).

Design/methodology/approach

A four-city, three language, paper and pencil survey yielded a sample of 600 respondents from India. Data were analyzed using structural equations modeling.

Findings

This study finds that AR positively mediates the relationship between TR and intention to adopt (IA) mobile payments. More importantly, PCs negatively moderate the relationship between AR and IA.

Research limitations/implications

Results will vary depending on country and other variables outside the scope of this study such as perceived risk, trust, etc. The sample was large but mainly comprised males, between 18 and 35 years of age.

Practical implications

The cash shortage due to a recent demonetization move in India had spurred mobile payment adoption but usage and retention remained low. Many other banking self-service technologies had not been successful and digitization was critical for easing payments and potentially paving the way for mobile banking. However, using mobile phones for financial transactions raises PCs that attenuate the positive impact of AR. Also, understanding overall attitudes with TR is important in a rapidly digitizing country with relatively novice users.

Social implications

Adoption of mobile payment technology can help address social and economic challenges in India, such as financial inclusion, corruption and tax evasion. Given the increasing awareness of privacy issues in India, mobile payment adoption, which already faces acquisition and retention challenges, will likely to face greater resistance in the future.

Originality/value

The findings add to the literature on emerging markets and marketing of technology products by identifying the critical role of privacy in the adoption of financial technology services. Moreover, the authors demonstrate that given the rapid introduction of technology in India, consumers’ overarching TR has to be considered along with AR for mobile payments. Thus, the authors offer a tripartite, customer–technology–transaction view of the mobile payment adoption process in India.

Details

International Journal of Bank Marketing, vol. 37 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Book part
Publication date: 15 September 2022

Şahnaz Ekşioğlu and Tülin Ural

Purpose: The main purpose of this study is to test the effect of consumers’ readiness level to use new technology on their intention to use mobile payment applications based on…

Abstract

Purpose: The main purpose of this study is to test the effect of consumers’ readiness level to use new technology on their intention to use mobile payment applications based on the technology readiness and acceptance model (TRAM). In detail, it examines how the dimensions of TR as ‘optimism, innovativeness, discomfort, and insecurity’ affect consumers’ intention to utilise mobile payment applications. Moreover, the effect of the technology-accepting behaviour measured by two major factors as ‘perceived usefulness’ and ‘perceived ease of use’ on the intention to use mobile payment applications is also examined.

Need for the study: The existence of a mobile system alone is not enough to attract consumers with no user experience to these applications. The user-centred attribute in the usage of these applications, which involves the influence of technology readiness (TR), has been largely ignored especially in developing countries. By focussing on this area, it is expected to fill the gap that has not been sufficiently handled in the developing country settings and, particularly in Turkey.

Methodology: The study population consists of the consumers who live in İstanbul who is aged 18 and over and use mobile payment technology at least once. After collecting data, confirmatory factor analysis was applied to validate the measurement model. Afterward, the structural model was tested by the Maximum Likelihood-MI estimation method, and the bootstrap samples were stated as 5,000.

Findings: When the results of the study are examined, it is seen that optimism has a significant influence on the perceived usefulness and perceived ease of use dimensions of the technology acceptance model, while innovativeness is significant only on the perceived ease of use. This study results also show that discomfort and insecurity don’t significantly influence the perception of usefulness and easy-to-use mobile payment applications as perceived by individuals. Perceived ease of use is to positively affect the perceived usefulness. Additionally, the perceived ease of use and the perceived usefulness are strong predictors of intention to use mobile payment applications.

Practical implications: Findings of this study demonstrate the validity of the technology readiness and acceptance model for explaining the intention of using mobile payment applications in Turkey. To improve consumers’ intent in the usage of m-payment apps, their level of technological readiness towards technology should be determined and the factors that affect the formation of insecurity and discomfort attitudes of individuals should be emphasised.

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