Consumers' technology adoption behaviour: an alternative model

Tom Chen, Gillian Sullivan Mort

Research output: Contribution to journalArticlepeer-review


This study explores factors that influence household end user consumers' intention towards alternative consumer technology. As differentiated from Technology Acceptance Model (TAM), we present a different approach to explain consumers' adoption intention. This study postulates that general phenomena in the consumer domain such as volitional non-organisational orientation, many available alternative technologies and diverse interests of consumers drive the need to develop a dedicated consumer adoption model in voluntary contexts. We also argue that motivators and inhibitors should both be considered in explaining consumers' technology adoption behaviour. Literature of importance in the domains of technology readiness, value and risk is reviewed leading to the development of a number of propositions. A qualitative study was undertaken involving six mini-focus groups with the discussions recorded and transcribed. The literature constructs were fully supported by the findings. An emergent consumer technology adoption model was developed. This study makes a contribution to theory and practice through its consumer focused approach to the adoption of alternative technology. The emergent model is now presented for further research.
Original languageEnglish
Pages (from-to)355-368
Number of pages14
JournalThe Marketing Review
Issue number4
Publication statusPublished - 2007
Externally publishedYes


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