Technology readiness and usage: a global-identity perspective |
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| Authors: | Stanford A. Westjohn Mark J. Arnold Peter Magnusson Srdan Zdravkovic Joyce Xin Zhou |
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| Affiliation: | (1) Department of Marketing and International Business, University of Toledo, 2801 W. Bancroft St., Toledo, OH 43606, USA;(2) Department of Marketing, Saint Louis University, 3674 Lindell Blvd., Davis-Shaughnessy Hall, St. Louis, MO 63108, USA;(3) Department of Marketing, Northern Illinois University, 128 Barsema Hall, Dekalb, IL 60115, USA;(4) Department of Marketing, Bryant University, 1150 Douglas Pike, Smithfield, RI, USA;(5) School of Business, Emporia State University, 1200 Commercial St., Emporia, KS 66801, USA |
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| 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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| Keywords: | Global identity Technology readiness Identity theory Regulatory focus theory Global consumer Cosmopolitanism Global identification Promotion prevention focus Self-service technology |
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