A cross-category analysis of dispositional drivers of technology adoption

Abstract Using the Technology Adoption Propensity (TAP) index, a psychometric scale that measures four dimensions of consumers’ technological predispositions, we examine the relative influence of contributing (optimism and proficiency) and inhibiting (dependence and vulnerability) dispositional attitudes on the adoption of a varied range of 19 technologies. Our results indicate considerable differences in the relation between technology usage and the attitudes of respondents across the technologies. We show that individuals can be grouped into three technology clusters based on technological dispositions: high proficiency/low vulnerability; low proficiency & optimism/high vulnerability; high optimism/low vulnerability. Each cluster may indicate a need for a particular sales strategy given differences in consumer attitudes.