A Cross-Category Analysis of Dispositional Drivers of Technology Adoption

40 Pages Posted: 3 Aug 2014 Last revised: 16 Aug 2021

See all articles by Mark Ratchford

Mark Ratchford

Tulane University - A.B. Freeman School of Business

Brian T. Ratchford

University of Texas at Dallas

Date Written: December 28, 2020

Abstract

Using the Technology Adoption Propensity (TAP) index, a psychometric scale that measures four dimensions of consumers’ technological predispositions, we examine the relative influence of contributing (optimism and proficiency) and inhibiting (dependence and vulnerability) dispositional attitudes on the adoption of a varied range of 19 technologies. Our results indicate considerable differences in the relation between technology usage and the attitudes of respondents across the technologies. We show that individuals can be grouped into three technology clusters based on technological dispositions: high proficiency / low vulnerability; low proficiency & optimism / high vulnerability; high optimism / low vulnerability. Each cluster may indicate a need for a particular sales strategy given differences in consumer attitudes.

Keywords: Technology; new products; consumer research; segmentation; probit model

JEL Classification: M31

Suggested Citation

Ratchford, Mark and Ratchford, Brian T., A Cross-Category Analysis of Dispositional Drivers of Technology Adoption (December 28, 2020). Vanderbilt Owen Graduate School of Management Research Paper No. 2474908, Available at SSRN: https://ssrn.com/abstract=2474908 or http://dx.doi.org/10.2139/ssrn.2474908

Mark Ratchford (Contact Author)

Tulane University - A.B. Freeman School of Business ( email )

7 McAlister Drive
New Orleans, LA 70118
United States

Brian T. Ratchford

University of Texas at Dallas ( email )

2601 North Floyd Road
Richardson, TX 75083
United States

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