Beyond technology acceptance: understanding consumer practice

Baron, Steve and Patterson, Anthony and Cassidy (writing as Harris), Kim (2006) Beyond technology acceptance: understanding consumer practice. International Journal of Service industry management, 17 (2). pp. 111-135. ISSN 0956-4233

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Official URL: http://dx.doi.org/10.1108/09564230610656962

Abstract

Purpose – To critically examine the current definitions of key constructs of the technology acceptance model (TAM) in a consumer technology-based service.
Design/methodology/approach – Two qualitative research studies were undertaken that encouraged consumers to reflect upon their text message (short message service – SMS) behaviour.
Findings – The research highlights the inadequacy of a concentration on simple acceptance of technology where technology is embedded in a consumer community of practice. The existence of counter-intuitive behaviours, technology paradoxes and intense social and emotional elements in actual text message usage all point to the need for a review of the definition of the key TAM constructs.
Research limitations/implications – There is a need to re-examine the construct of use behaviour in the context of the practice of technology-based services that owe much to consumer creativity. Theory development of the constructs of perceived usefulness, perceived ease of use, and perceived enjoyment should not be constrained by adherence to the existing (well developed) quantitative models of technology acceptance. There is a methodological potential of employing consumers as practical authors.
Practical implications – Where there is evidence of counter-intuitive consumer behaviour in the marketplace for technology-based products or services, a study of practice, with a view to the subsequent derivation of adapted theory constitutes worthwhile research. This may be of special importance to cell phone operators promoting SMS to US consumers.
Originality/value – The approach offers a method of complementing the dominant quantitative modelling research on technology acceptance. The findings are relevant to an era where consumer co-creation of value is of increasing interest.

Item Type:Article
Additional Information:Purpose – To critically examine the current definitions of key constructs of the technology acceptance model (TAM) in a consumer technology-based service. Design/methodology/approach – Two qualitative research studies were undertaken that encouraged consumers to reflect upon their text message (short message service – SMS) behaviour. Findings – The research highlights the inadequacy of a concentration on simple acceptance of technology where technology is embedded in a consumer community of practice. The existence of counter-intuitive behaviours, technology paradoxes and intense social and emotional elements in actual text message usage all point to the need for a review of the definition of the key TAM constructs. Research limitations/implications – There is a need to re-examine the construct of use behaviour in the context of the practice of technology-based services that owe much to consumer creativity. Theory development of the constructs of perceived usefulness, perceived ease of use, and perceived enjoyment should not be constrained by adherence to the existing (well developed) quantitative models of technology acceptance. There is a methodological potential of employing consumers as practical authors. Practical implications – Where there is evidence of counter-intuitive consumer behaviour in the marketplace for technology-based products or services, a study of practice, with a view to the subsequent derivation of adapted theory constitutes worthwhile research. This may be of special importance to cell phone operators promoting SMS to US consumers. Originality/value – The approach offers a method of complementing the dominant quantitative modelling research on technology acceptance. The findings are relevant to an era where consumer co-creation of value is of increasing interest.
Keywords:Retail, Communication technologies, Consumer behaviour, Consumer research
Subjects:N Business and Administrative studies > N100 Business studies
N Business and Administrative studies > N200 Management studies
Divisions:College of Social Science > Lincoln Business School
ID Code:538
Deposited By: Bev Jones
Deposited On:22 Jun 2007
Last Modified:18 Jul 2011 16:12

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