Technology readiness: a meta-analysis of conceptualizations of the construct and its impact on technology usage

Markus Blut () and Cheng Wang ()
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Markus Blut: Aston University
Cheng Wang: Xi’an Jiaotong-Liverpool University

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 4, No 3, 649-669

Abstract: Abstract The technology readiness (TR) index aims to better understand people’s propensity to embrace and use cutting-edge technologies. The initial TR construct considers four dimensions—innovativeness, optimism, insecurity, and discomfort—that collectively explain technology usage. The present meta-analysis advances understanding of TR by reexamining its dimensionality, and investigating mediating mechanisms and moderating influences in the TR–technology usage relationship. Using data from 193 independent samples extracted from 163 articles reported by 69,263 individuals, we find that TR is best conceptualized as a two-dimensional construct differentiating between motivators (innovativeness, optimism) and inhibitors (insecurity, discomfort). We observe strong indirect effects of these dimensions on technology usage through mediators proposed by the quality–value–satisfaction chain and technology acceptance model. The results suggest stronger relationships for motivators than for inhibitors, but also that these TR dimensions exert influence through different mediators. Further, the moderator results suggest that the strength of TR–technology usage relationships depends on the technology type (hedonic/utilitarian), examined firm characteristics (voluntary/mandatory use; firm support), and country context (gross domestic product; human development). Finally, customer age, education, and experience are related to TR. These findings enhance managers’ understanding of how TR influences technology usage.

Keywords: Meta-analysis; Technology readiness; Technology acceptance; Quality–value–satisfaction chain; Structural equation modeling; Hierarchical linear meta-analysis (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (42)

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DOI: 10.1007/s11747-019-00680-8

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