Technology readiness of teenagers: a consumer socialization perspective

Abstract

Purpose: The purpose of this study is to explore the role of culture-specific socialization factors such as antecedents to technology readiness index (TRI) scale to understand the adoption of cutting-edge technologies among teenagers.

Design/methodology/approach: The conceptual model was empirically tested using survey data from 381 teenagers. The data were analyzed using structural equation modeling.

Findings: Parent–child communication, peers, media and self-construal have varying influence on technology readiness of teenagers. The effects of parent–child interactions are mediated by self-construal, which reaffirms the importance of identity during adolescence.

Research limitations/implications: The culture-specific characteristics are critical antecedents to teenagers’ TRI. Moreover, the TRI 2.0 scale needs minor refinement to address culturally diverse marketplace where people are less familiar with the technical terms used in developed countries and display low levels of technology awareness.

Practical implications: Marketers need to tailor their communication strategies to have a strong presence on digital media to engage with teenagers. Firms should utilize media for providing information and develop content that should resonate with teens and potentially enhances their online impression to increase the adoption of technology.

Originality/value: This is the first study to investigate the antecedents of technology readiness of teenagers in an emerging market. The study uses a multidisciplinary approach to examine culture-dependent factors using theories from marketing literature (consumer socialization theory) and developmental psychology (self-construal).