Technology Readiness Index (TRI): Assessing Cross-Cultural Validity

Juan Meng · Kevin M. Elliott

73 citations0/0 files storedJournal of International Consumer Marketing

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Technology Adoption and User Behaviour Psychometric Methodologies and Testing Cultural Differences and Values

Abstract

Generalizability of measurement instruments across different cultures is becoming more important as marketers increasingly engage in cross-cultural research. It is essential to assess whether instruments used to measure relevant constructs in one culture can also be applied to other cultures before any cultural comparisons can be made. The findings of this study suggest that the Technology Readiness Index (Parasuraman 2000 Parasuraman, A. 2000. Technology Readiness Index (TRI): A multiple-item scale to measure readiness to embrace new technology. Journal of Service Research, 2(4): 307–320. [Crossref] , [Google Scholar]) is a cross-culturally valid measurement scale for both American and Chinese consumers. The same four technology-readiness dimensions exist for both consumer groups. This study also provides additional insights into the methodological foundation for cross-cultural studies.

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2003User Acceptance of Information Technology: Toward A Unified View1 1980Understanding Attitudes and Predicting Social Behavior 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 2002Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations 1981Culture's Consequences: International Differences in Work-Related Values 1983Culture's Consequences: International Differences in Work-Related Values.2025Advances in Consumer Research

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