Technology readiness and segmentation profile of mature consumers

Rose, Janelle and Fogarty, Gerard J. (2010) Technology readiness and segmentation profile of mature consumers. In: 4th Biennial Conference of the Academy of World Business, Marketing and Management Development, July 12-15 2010, Finland.

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Abstract

Self-service technologies (SSTs) play a major role in enabling consumers to perform service delivery themselves. The purpose of this study was to test extensions of the original Technology Acceptance Model (TAM) aimed at predicting mature consumers’ attitude and behaviour towards using self-service banking technologies (SSBTs). A survey methodology was employed to gather data from 208 mature consumers on variables captured by the extended TAM. Path analysis indicated that self-efficacy, technology discomfort, perceived risk, and personal contact were determinants of perceived ease of use and perceived usefulness and also direct and indirect determinants of attitude towards and intention to use SSBTs. These findings have theoretical implications for models of technology acceptance and practical interventions designed at increasing use of SSBTs among mature consumers.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions on web site. Full conference title: 4th Biennial Conference of the Academy of World Business, Marketing and Management Development: Managing and Marketing Organizations in an Era of Global Economic Uncertainty and Environmental Complexity.
Depositing User: Prof. Gerry Fogarty
Faculty / Department / School: Historic - Faculty of Sciences - Department of Psychology
Date Deposited: 28 Oct 2010 03:52
Last Modified: 11 Sep 2014 01:44
Uncontrolled Keywords: self-service banking technology; technology acceptance; technology readiness
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
Socio-Economic Objective (SEO2008): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
URI: http://eprints.usq.edu.au/id/eprint/8889

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