Title: Technology readiness index and related customer segmentation: a study of conflict zones

Authors: Tahir Ahmad Wani; Sumaira Jan; Nikita Tyagi; Anam Firdous; Tahir Ashraf Dar

Addresses: National Institute of Technology Srinagar, J&K, 190006, India ' National Institute of Technology Srinagar, J&K, 190006, India ' Maulana Mohammad Ali Jauhar Marg, Jamia Nagar, Okhla, New Delhi, Delhi 110025, India ' National Institute of Technology Srinagar, J&K 190006, India ' National Institute of Technology Srinagar, J&K 190006, India

Abstract: Due to technological advancements, the technology readiness index (TRI) scale has been widely adopted in many developed countries, requiring further studies to verify its validity in various geographical settings, including conflict zones. In this context, the current study aims to verify the TRI 2.0 model in India, specifically in Jammu and Kashmir. For this, empirical research was conducted using a non-probability judgmental sampling method with a sample of 725 participants. The findings of this empirical research indicate that due to conflict in the region, users tend to have a higher level of insecurity towards technology acceptance. The composition of the five classes is similar across conflict zones and users in other developed nations, based on scores in optimism, innovativeness, discomfort, and insecurity. However, the study found more explorers and pioneers than skeptics in other conflict regions.

Keywords: TRI 2.0; conflict area; customer segmentation.

DOI: 10.1504/IJTMKT.2024.137677

International Journal of Technology Marketing, 2024 Vol.18 No.2, pp.185 - 201

Accepted: 25 Apr 2023
Published online: 02 Apr 2024 *

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