Technology readiness and usage: a global-identity perspective

被引:94
作者
Westjohn, Stanford A. [1 ]
Arnold, Mark J. [2 ]
Magnusson, Peter [3 ]
Zdravkovic, Srdan [4 ]
Zhou, Joyce Xin [5 ]
机构
[1] Univ Toledo, Dept Mkt & Int Business, Toledo, OH 43606 USA
[2] St Louis Univ, Dept Mkt, St Louis, MO 63108 USA
[3] No Illinois Univ, Dept Mkt, De Kalb, IL 60115 USA
[4] Bryant Univ, Dept Mkt, Smithfield, RI USA
[5] Emporia State Univ, Sch Business, Emporia, KS 66801 USA
基金
英国科研创新办公室;
关键词
Global identity; Technology readiness; Identity theory; Regulatory focus theory; Global consumer; Cosmopolitanism; Global identification; Promotion prevention focus; Self-service technology; SELF-SERVICE TECHNOLOGY; REGULATORY FOCUS; NATIONAL IDENTITY; PLANNED BEHAVIOR; SOCIAL IDENTITY; CONSUMER; CUSTOMERS; MODEL; GLOBALIZATION; SATISFACTION;
D O I
10.1007/s11747-008-0130-0
中图分类号
F [经济];
学科分类号
020101 [政治经济学];
摘要
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.
引用
收藏
页码:250 / 265
页数:16
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