Marketing in Transition: Scarcity, Globalism, & Sustainability

Abstract

– The purpose of this paper is to test the cross-cultural validity of the Technology Readiness Index (TRI) (Parasuraman, 2000) and explore how demographics and attitudinal variables may help to explain adoption and use of technology-based products and services. The study is based on surveys conducted with probabilistic samples from two culturally distant countries, the USA and Chile. Results support the TRI’s cross-cultural validity. They also suggest that demographic variables do matter when explaining people’s willingness to adopt new technology, with education being the most consistent predictor. Moreover, some of the findings seem to challenge the attitude-behavior consistency implied by conventional theory – while attitudinal variables are better predictors of pro-technological behavior in the USA, with technology-related insecurity being the most important of four attitudinal dimensions included in the analysis, demograpphic variables perform as better predictors in Chile, with educational level outperforming age and gender. This is the first-ever cross-cultural test of the TRI using actual consumer samples from two culturally very different countries.