Abstract
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.
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Westjohn, S.A., Arnold, M.J., Magnusson, P. et al. Technology readiness and usage: a global-identity perspective. J. of the Acad. Mark. Sci. 37, 250–265 (2009). https://doi.org/10.1007/s11747-008-0130-0
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DOI: https://doi.org/10.1007/s11747-008-0130-0