Graduate Thesis Or Dissertation
 

External variables that affect willingness to accept technology as a resource : a pilot project

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  • A home computer revolution is predicted to change America in the next 20 years. If this is to occur, a consumer must perceive the home computer as a technological resource. According to consumer behavior studies, acceptance of a new product is based on internal determinants, which are affected by environmental variables. No research had been conducted on the degree to which environmental variables affect willingness to accept new technology and home computers. The purpose of this study was to design and test a pilot instrument. The instrument helped determine which environmental variables were related to a person's attitudes toward technology and home computers. Thirty-seven residents of the Eugene/Springfield area tested the pilot instrument. A positive linear correlation between pro technology attitudes and willingness to purchase a home computer was found. In addition, attitudes were related to family, culture and economic environmental influences. However, business and social environmental influences were not related to attitudes toward either technology or home computers. The demographic profile provided some insight into the general characteristics of those respondents with positive or negative attitudes toward computers. However, the small size of the sample and limited number of responses in each category did not allow any conclusions to be drawn. From preliminary analysis of data, respondents with incomes under $30,000 and under 39 years of age may be the consumers most likely to purchase a home computer. Sex of the respondent did not seem to be related to attitudes about computers. Questions on computer advertising and home computer applications desired by the respondents gave additional insight into the respondents attitudes toward computers. The respondents who had seen computer advertisements generally did not think they were too technical. The computer application most desired from choices provided was a medical check up system and the least desired was programming robots for home use. The researcher suggests the instrument, demographic, advertising, and desired application questions need to be readministered to a larger sample, along with additional questions to balance environmental categories. Also, a larger sample using alternative statistical tools would help provide additional information on consumer attitudes and potential behavior related to home computers.
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