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  • Development and validation of the technology adoption propensity (TAP) index

    Creator:
    Ratchford, Mark and Barnhart, Michelle
    Abstract:
    The present study develops and empirically tests a parsimonious new multiple-item scale to measure consumers’ propensities to adopt new technologies. We show that a consumer’s likelihood to embrace new technologies can reliably be measured by a 14-item index that combines assessments of consumers’ positive and negative attitudes towards technology. Consistent...
    Resource Type:
    Article
    Full Text:
    PROPENSITY (TAP) INDEX MARK RATCHFORD a MICHELLE BARNHART b a Mark Ratchford is