Technology readiness and usage: a global-identity perspective

The past several decades have witnessed the rapid globalization of consumption markets and widespread diffusion of information and communication technologies. However, the use of technology by consumers is not a foregone conclusion. We investigate the role of global self-identity on the orientation...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2009-09, Vol.37 (3), p.250-265
Main Authors: Westjohn, Stanford A., Arnold, Mark J., Magnusson, Peter, Zdravkovic, Srdan, Zhou, Joyce Xin
Format: Article
Language:English
Subjects:
Business and Management
Identity
Marketing
Original Empirical Research
Social Sciences
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Summary:The past several decades have witnessed the rapid globalization of consumption markets and widespread diffusion of information and communication technologies. However, the use of technology by consumers is not a foregone conclusion. We investigate the role of global self-identity on the orientation toward technology readiness and usage. Relying on a social-identity model of motivation as our theoretical framework, we propose a model which incorporates global self-identity (i.e., cosmopolitanism/parochialism and global/local identification) and self-regulation (i.e., promotion and prevention focus) in predicting technology readiness and usage in a self-service technology context. The proposed model is tested in two different cultures, the U.S. and China, and is contrasted with two theoretically-competing models as well. Results provide support for the hypothesized model, and a number of limitations, implications, and directions for future research are discussed.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-008-0130-0