Technology readiness and segmentation profile of mature consumers

Rose, Janelle, and Fogarty, Gerard (2010) Technology readiness and segmentation profile of mature consumers. In: Proceedings of 4th Biennial Conference of the Academy of World Business, Marketing and Management Development (4), pp. 57-65. From: 4th Biennial Conference of the Academy of World Business, Marketing and Management Development, 12 - 15 July 2010, Oulu, Finland.

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Abstract

Technology plays a vital role in the delivery of services, with consumers exhibiting varying levels of readiness to embrace their role to interact with technology. The aim of this study was to validate an abbreviated technology readiness (TR) scale and segmentation profile among mature consumers over 50 years of age. The four technology readiness dimensions, optimism, innovativeness, discomfort and insecurity were replicated in this study. Support was also found for the five technology adoption segments. However when compared to USA findings, mature consumers were less likely to be early adopter (explorers and pioneers) and more likely to adopt at the late growth stage or decline (skeptics and laggards). Mapping the TR dimensions against the five segments provided a more complete picture of the mature market. The propensity to use various technologies such as internet banking, ATM's and mobile phones provides further evidence to support the segments. Along with a demographic profile of each mature segment, these findings enable service firms to alter their marketing strategies to increase adoption rates of each segment. Finally, evidence from this study suggests that the mature consumer market is heterogeneous and should no longer be viewed as one market.

Item ID: 15363
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: technology readiness, mature consumers, self-service technologies, technology diffusion, consumer behaviour
ISBN: 978-0-9752272-3-7
Date Deposited: 21 Apr 2011 01:30
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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