Experience and facilitating conditions as impediments to consumers' new technology adoption

• Published in: The International review of retail, distribution and consumer research Vol. 29; no. 1; pp. 79 - 98
• Main Authors: Mahardika, Harryadin, Thomas, Dominic, Ewing, Michael Thomas, Japutra, Arnold
• Format: Journal Article
• Language: English
• Published: London Routledge 01.01.2019; Taylor & Francis Ltd
• Subjects: Behavior; behavioural expectations; behavioural intentions; Consumers; experience; facilitating conditions; Impediments; New technology; Predictions; Technology adoption
• ISSN: 0959-3969; 1466-4402
• DOI: 10.1080/09593969.2018.1556181

The recent proliferation of new technologies and impediments to their adoption has made predicting new technology adoption/use complex and challenging. This paper aims to compare the predictive ability of behavioural expectation (BE) and behavioural intention (BI) given such impediments. BE predicts an attempt to perform a targeted behaviour, whereas BI predicts the likelihood of actually performing a targeted behaviour. An online longitudinal experiment was designed to examine the effects of two contrasting sources of impediments to new technology adoption: experience (internal) and facilitating conditions (external). The results confirm the tendency of subjects, who responded to BI measures, to make overestimations when they think they have more control over the (internal) impediments, and to make exaggerated underestimations when they think they have less control over the (external) impediments. Moreover, it is found that subjects who responded to BE measures have a stronger adoption-use correlation compared to subjects who responded to BI measures regardless of the type of impediments encountered. This study offers a basis for marketers to increase the rate of consumers' adoption/use of new technology such as mobile applications. The research identifies boundary conditions to the predictive ability of BE and BI in the context of mobile applications adoption/use.