Exploring the Factors Influencing Customer's Intentions to Adopt the Innovative Technology Products

• Activity Number: 672
• Type: Contributed
• Date/Time: Thursday, August 5, 2010 : 10:30 AM to 12:20 PM
• Sponsor: Business and Economic Statistics Section
• Author(s): Nai-Hua Chen* and Stephen C.T. Huang+
• Companies: Chienkuo Technology University and National Kaohsiung First University of Science and Technology
• Keywords: innovation adoption ; technological readiness ; technology acceptance model (TAM) ; structural equation models (SEM)

Abstract

As technology advances rapidly, a variety of innovative technology products have been introduced to the market. This study attempts to propose a model to identify the factors which influence consumer's adoption intentions. On the basis of the theories of technological readiness, technology acceptance and innovation adoption, the proposed model posits relationships among consumer characteristics, product's/service's factors, social factors, and adoption behavior. Consumer's characteristics include consumer innovativeness, consumer's involvement and self efficacy, ownership and those technology readiness indices. Product's/service's factors refer to perceived ease of use, compatibility and perceived usefulness. The focal product/service selected for this research is the iPad. Hypotheses are tested with structural equation models (SEM).