Title: Human values and technology readiness: the mediating role of consumer perceived value

Authors: Christopher J. White; Adela J. McMurray; Priyantono Rudito

Addresses: School of Finance, Economics and Marketing, RMIT University, Melbourne, Australia ' School of Management, RMIT University Australia, Australia ' Director of Human Capital Management PT, Telkomsel, Indonesia

Abstract: Despite the wide use of the values-attitude-behaviour model in business and social science research, there is a paucity of current research showing how individual values influence an individual's readiness to adopt technology in non-western countries. We address this deficiency by conducting an empirical study in the Indonesian telecommunication industry. Technology readiness was conceptualised as a conative construct because of its energising or striving content and was therefore considered a suitable outcome variable. We proposed that the attitudinal component, consumer perceived value, would mediate the relationship between personal values and technology readiness and this was fully supported. All personal values had a significant in-direct impact on technology readiness and a significant positive effect on all consumer perceived value dimensions. Assumptions based on early value frameworks relating to new technology acceptance are challenged and managerial implications are discussed.

Keywords: values; consumer perceived value; CPV; technology readiness; TR; Indonesia.

DOI: 10.1504/IJSTM.2017.088154

International Journal of Services Technology and Management, 2017 Vol.23 No.4, pp.331 - 347

Accepted: 15 Dec 2015
Published online: 21 Nov 2017 *

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