Assessing the moderating effect of the end user in consumer behavior : the acceptance of technological implants to increase innate human capacities
Pelegrín Borondo, Jorge (Universidad de La Rioja. Departamento de Economía y Empresa)
Reinares Lara, Eva (Universidad Rey Juan Carlos. Departamento de Economía de la Empresa)
Olarte Pascual, Cristina (Universidad de La Rioja. Departamento de Economía y Empresa)
Garcia-Sierra, Marta (Universitat Autònoma de Barcelona. Institut de Ciència i Tecnologia Ambientals)

Fecha:	2016
Resumen:	Today, technological implants are being developed to increase innate human capacities, such as memory or calculation speed, and to endow us with new ones, such as the remote control of machines. This study's aim was two-fold: first, to introduce a Cognitive-Affective-Normative (CAN) model of technology acceptance to explain the intention to use this technology in the field of consumer behavior; and second, to analyze the differences in the intention to use it based on whether the intended implant recipient is oneself or one's child (i. e. , the moderating effect of the end user). A multi-group analysis was performed to compare the results between the two groups: implant "for me" (Group 1) and implant "for my child" (Group 2). The model largely explains the intention to use the insideable technology for the specified groups [variance explained (R2) of over 0. 70 in both cases]. The most important variables were found to be "positive emotions" and (positive) "subjective norm. " This underscores the need to broaden the range of factors considered to be decisive in technology acceptance to include variables related to consumers' emotions. Moreover, statistically significant differences were found between the "for me" and "for my child" models for "perceived ease of use (PEU)" and "subjective norm. " These findings confirm the moderating effect of the end user on new insideable technology acceptance.
Ayudas:	Ministerio de Economía y Competitividad ECO2014-59688-R
Nota:	Unidad de excelencia María de Maeztu MdM-2015-0552
Derechos:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.
Lengua:	Anglès
Documento:	Article ; recerca ; Versió publicada
Materia:	Consumer behavior ; Technology acceptance ; Technological implants ; Insideables ; Cognitive factors ; Affective factors ; Subjective norm
Publicado en:	Frontiers in psychology, Vol. 7, (February 2016) , Art. 132, p. 1-13, ISSN 1664-1078

DOI: 10.3389/fpsyg.2016.00132
PMID: 26941662

13 p, 1.6 MB

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