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    • br Introduction Enhanced proliferation of technology into th

    2018-10-25


    1. Introduction Enhanced proliferation of technology into the business operations for providing better quality output to the customers has brought more sophisticated technologies on board (Wood & Moreau, 2006). Although introduction of the latest technologies have aimed at enhancing convenience of the customers, yet researchers have found that not all the customers adopt technology in the same pattern owing to the differences in their personal disposition towards technology adoption (Godoe & Johansen, 2012; Limayem, Hirt, & Cheung, 2007; Ratchford & Barnhart, 2011). Considering this, considerable research attempts have been made in the past to explore personal disposition of the customers towards technology adoption. In this regard, Parasuraman (2000) has explored significant role of four personal traits, namely, optimism, innovativeness, insecurity and discomfort in shaping the personal disposition of the customers through the development of TRI. Further, Ratchford and Barnhart (2011), through the development of TAP index, have explored optimism, proficiency, dependence and vulnerability as significant personal traits that manifest the personal disposition of the customers towards technology adoption. Although TAP index (Ratchford & Barnhart, 2011) claimed to overcome the limitations of TRI, yet it AAK1 dual inhibitor manufacturer has been found that the former index lacks in assessing wider applicability in different settings for which the recent entry of the index in the technology adoption literature may be one of the plausible reasons. Whereas, TRI has shown wider applicability in different contexts and settings (Badri et al., 2013; Godoe & Johansen, 2012).
    2. Theoretical foundations of the study The focus of the present composition is to explore the personal traits which manifest personal disposition towards technology adoption which is nothing but the technology adoption propensity of the customers as explained by Ratchford and Barnhart (2011). Therefore, the review of the literature was focused on the studies focusing on personal traits of the customers. Accordingly, the extensive review of the relevant literature has unveiled numerous personal traits which affect the technology adoption behavior of the individuals in different settings and contexts, e.g., optimism, innovativeness, insecurity, discomfort, self-efficacy, perceived behavior control, social circle, subjective norms, trust, perceived risk, social influence, habit, psychological resilience, etc. All such traits have been scrutinized for the associated applicability, relevance, etc. For instance, perceived behavior control has been criticized based on its conceptual framework and modification has been recommended and considered (Venkatesh, Morris, Davis, & Davis, 2003). Perceived behavioral control has been referred as the perceived ease or difficulty involved in performing behavior (Ajzen, 1991) and Endoplasmic reticulum has been found to be inclusive of two factors, i.e, self efficacy and facilitating conditions. As discussed earlier also, self-efficacy is a customer-specific attribute, whereas, facilitating conditions are the factors prevailing in environment (such as, technical support, manual support, etc.) that eases the operation of the technology. Likewise, the personal trait, namely, subjective norm has been criticized on the basis of its narrow scope (Venkatesh et al., 2003). Subjective norms have been found to include acceptance of the technology by the people important to the customers (Ajzen, 1991; Davis, Bagozzi, & Warshaw, 1989). Whereas, social influence has been found to encompass the acceptance of the technology by the reference group to which the customers want to associate (Thompson et al., 1991). Further, social influence has also been found to include impact of technology adoption on the social status of the customers (Moore & Benbasat, 1991). Further, the traits, such as, perceived risk, trust, safety, security, etc. are found to focus on one common aspect, that is, the risk involved in operating the technology.