The effects of the dimensions of technology readiness on technology acceptance: An empirical analysis
Article first published online: 5 NOV 2008
© 2008 Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc.
Journal of Interactive Marketing
Volume 22, Issue 4, pages 19–39, Autumn (Fall) 2008
How to Cite
Lam, S. Y., Chiang, J. and Parasuraman, A. (2008), The effects of the dimensions of technology readiness on technology acceptance: An empirical analysis. J. Interactive Mark., 22: 19–39. doi: 10.1002/dir.20119
- Issue published online: 5 NOV 2008
- Article first published online: 5 NOV 2008
We develop hypotheses about the effects of the dimensions (innova-tiveness, optimism, discomfort, and insecurity) of technology readiness on two key stages of Internet acceptance, adoption, and usage of different Internet-based activities, and test them through a two-stage model using U.S. consumer survey data. The findings show that these dimensions have significant enduring effects on the two stages at varying levels of perceived risk.