Abstract
The objective of this study is to test the external validity of the Technology Readiness Index (TRI; Parasuraman, 2000) by investigating consumers’ Technology Readiness (TR) in a developing country. Hypotheses were formulated to test the ability of demographics and attitudinal variables to predict intention to embrace and use technology-based products and services. The study is based on a survey conducted in Chile, using a professionally translated version of the original 36-item TRI into Spanish. Results indicate that demographic variables do matter in the developing country context when explaining people’s willingness to adopt new technology, with age being the most consistent predictor. However, results also provide evidence that attitude is more important than demographics when the potential adoption of a new technology carries potential financial or physical risks for the user. The paper concludes with a discussion of the potential effect of national cultural dimensions on consumers’ readiness to adopt technology-based goods.
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© 2015 Academy of Marketing Science
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Rojas-Méndez, J.I., Parasuraman, A., Papadopoulos, N. (2015). Consumers’ Technology Readiness in a Developing Country: The Role of Demographics and Attitudes. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_1
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DOI: https://doi.org/10.1007/978-3-319-18687-0_1
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18686-3
Online ISBN: 978-3-319-18687-0
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