Predicting consumers’ trial/adoption of new technology: revisiting the behavioral expectations – behavioral intentions debate

ABSTRACT

Behavioral intentions (BI) are considered the key to understanding and predicting the trial/adoption of new technology. When choices of new technology adoption increases (and time compresses), it becomes correspondingly more difficult to predict consumers’ trial/adoption. Due to its greater temporal stability and potentially superior predictive ability, this article encourages researchers to consider behavioral expectations (BE) ahead of BI. However, this ultimately depends on the antecedents germane to the particular new technology adoption process under examination. Thus, researchers are encouraged to consider the key determinants of BE: experience, perceived behavioral control, facilitating conditions, self-efficacy, attitudes, subjective norms, and availability of information.

KEYWORDS:

• Behavioral expectation
• behavioral intention
• technology adoption
• temporal stability
• trying

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Harryadin Mahardika

Harryadin Mahardika : The author’s research focuses primarily on new technology adoption and consumer behaviour using experimental method. He is currently a lecturer at Universitas Indonesia and his work has been published in Australasian Marketing Journal, Journal for International Business and Entrepreneurship Development, and ASEAN Marketing Journal.

Dominic Thomas

Dominic Thomas : The author is currently a senior lecturer at Monash University. He has published papers using survey research in Journal of Economic Psychology, Internet Research, Electronic Government, an International Journal and the proceedings of American Marketing Association, Marketing and Public Policy Conference. His paper using experimental methods has been published in Journal of Retailing, European Journal of Marketing, Psychology and Marketing,  and the proceedings of Advances in Consumer Research.

Michael Thomas Ewing

Michael Thomas Ewing : The author is currently a professor in marketing at Deakin University Australia and the University of Pretoria (South Africa). His research interests include marketing communications, marketing strategy and brand management. He has published 123 articles in refereed international journals, including the Journal of the Academy of Marketing Science, Information Systems Research, the International Journal of Research in Marketing, Social Science & Medicine, the Journal of Advertising Research, the Journal of Advertising, the Journal of Business Research, Industrial Marketing Management and Psychology & Marketing.

Arnold Japutra

Arnold Japutra : The author is currently a lecturer at University of Western Australia. His research interests are brand management, consumer behavior, and relationship marketing in particular in the realm of consumer psychology. He has presented his work at several academic conferences (e.g. European Marketing Academy Conference, Global Marketing Conference). He has also published his papers at peer-reviewed journal articles (e.g. Journal of Business Research, Journal of Brand Management, Marketing Intelligence & Planning, Journal of Strategic Marketing and European Journal of Marketing).