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Drivers of technology readiness and motivations for consumption in explaining the tendency of consumers to use technology-based services

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  • Cruz-Cárdenas, Jorge
  • Guadalupe-Lanas, Jorge
  • Ramos-Galarza, Carlos
  • Palacio-Fierro, Andrés

Abstract

This study aimed to identify the way in which the optimism and innovativeness of consumers (drivers of technology readiness) affect their tendency to use technology-based services, an area that merits additional research. The study was conducted in two phases in Quito, Ecuador. In the first phase, three services were selected to be studied: online shopping, online banking, and online music streaming. In the second phase, the hypotheses were tested with a random sample of 754 adults. The results were consistent in the three structural equation models (one for each service). Optimism acts indirectly, through the mediation of hedonic and utilitarian motivations. Innovativeness acts through a similar indirect channel, but it also acts directly. One of the marketing implications of this study is that simply concentrating on consumer attitudes towards technology is not enough, since it is necessary to consider their indirect effects on the tendency to use a service.

Suggested Citation

  • Cruz-Cárdenas, Jorge & Guadalupe-Lanas, Jorge & Ramos-Galarza, Carlos & Palacio-Fierro, Andrés, 2021. "Drivers of technology readiness and motivations for consumption in explaining the tendency of consumers to use technology-based services," Journal of Business Research, Elsevier, vol. 122(C), pages 217-225.
    • Handle: RePEc:eee:jbrese:v:122:y:2021:i:c:p:217-225
    DOI: 10.1016/j.jbusres.2020.08.054
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    Cited by:

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    3. Jan, Ihsan Ullah & Ji, Seonggoo & Kim, Changju, 2023. "What (de) motivates customers to use AI-powered conversational agents for shopping? The extended behavioral reasoning perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Polyakova, V. & Streltsova, E. & Iudin, I. & Kuzina, L., 2024. "Irreversible effects? How the digitalization of daily practices has changed after the COVID-19 pandemic," Technology in Society, Elsevier, vol. 76(C).
    5. Cruz-Cárdenas, Jorge & Zabelina, Ekaterina & Guadalupe-Lanas, Jorge & Palacio-Fierro, Andrés & Ramos-Galarza, Carlos, 2021. "COVID-19, consumer behavior, technology, and society: A literature review and bibliometric analysis," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    6. Tzu-Hsin Chu & Cheng-Min Chao & Hsieh-Hsi Liu & Der-Fa Chen, 2022. "Developing an Extended Theory of UTAUT 2 Model to Explore Factors Influencing Taiwanese Consumer Adoption of Intelligent Elevators," SAGE Open, , vol. 12(4), pages 21582440221, December.
    7. Yumi Yi & Rosemary Hyejin Moon, 2021. "Sustained Use of Virtual Meeting Platforms for Classes in the Post-Coronavirus Era: The Mediating Effects of Technology Readiness and Social Presence," Sustainability, MDPI, vol. 13(15), pages 1-14, July.

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