Consumer age and adoption of technologies: A study on the influence of consumers’ cognitive age, cognitive capabilities and cognitive assets on their Technology Readiness.
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2019-07-09
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en
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Abstract
This study uses a cognitive approach in order to explain adoption behaviour of (new) technologies. The relationship between cognitive age and Technology Readiness is examined by introducing cognitive assets and cognitive capabilities in the model. The mediating role of both cognitive capabilities and cognitive assets is analysed.
A quantitative research design was used to examine the relationships between cognitive age and Technology readiness. A cross sectional regression, ANOVA and mediation analysis has been performed on data of 418 consumers, collected through a survey.
The analyses initially determined multiple significant relationships between cognitive age and TR dimensions: optimism, innovativeness, discomfort and insecurity. This research was first to find empirical evidence that a curvilinear relationship between cognitive age and the TRI-score exists. The relationship between cognitive age and overall TRI-score is fully mediated through cognitive capabilities and cognitive assets. The results indicate that instead of cognitive age, cognitive capabilities and assets predict TR to a small extent.
For technological companies the outcomes of the research emphasized the importance of ensuring that technologies are well designed and easy to use.
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Faculteit der Managementwetenschappen