Consumer Trait and Situational Factor Determinants of Technology Acceptance

Abstract

This study examines the internal relationships of the basic technology acceptance model (TAM) constructs and their respective relationships with external predictors from: a) demographics (age, gender, income, education, and ethnicity); b) psychographic tech readiness facets (optimism, innovativeness, discomfort, insecurity); c) situational factors (wait time and crowding).  Analysis concludes that age, wait time, and crowding have significant relationships with all three TAM variables, while psychographic tech readiness variables cannot be concluded to have significance with TAM.  The relationship of age, wait time, and crowding with TAM’s variables (perceived usefulness, perceived ease-of-use, and behavioral intention) appears valid and generalizable, and has implications for SST adoption research.  Exploratory research that omits TAM’s moderating variables (perceived usefulness and perceived ease-of-use) and that regresses age, wait time, and crowding directly with behavioral intention results in a simple 4-variable model that has significant, moderately strong relationships with behavioral intent.  This alternative model offers significant opportunities and ramifications for practitioners and deserves additional empirical applications.