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Understanding consumers' decisions to adopt technology-enabled transformative services

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  • Lisa Schuster
  • Judy Drennan
  • Ian Lings

Abstract

This study extends understanding of consumers' decisions to adopt transformative services delivered via technology. It incorporates competitive effects into the model of goal-directed behavior which, in keeping with the majority of consumer decision making models, neglects to explicitly account for competition. A goal-level operationalization of competition, incorporating both direct and indirect competition, is proposed. A national web-based survey collected data from 431 respondents about their decisions to adopt mental health services delivered via mobile phone. The findings show that the extent to which consumers perceived using these transformative services to be more instrumental to achieving their goals than competition had the greatest impact on their adoption decisions. This finding builds on the limited empirical evidence for the inclusion of competitive effects to more fully explain consumers' decisions to adopt technology-based and other services. It also provides support for a broader operationalization of competition with respect to consumers' personal goals.

Suggested Citation

  • Lisa Schuster & Judy Drennan & Ian Lings, 2015. "Understanding consumers' decisions to adopt technology-enabled transformative services," The Service Industries Journal, Taylor & Francis Journals, vol. 35(15-16), pages 846-864, November.
    • Handle: RePEc:taf:servic:v:35:y:2015:i:15-16:p:846-864
    DOI: 10.1080/02642069.2015.1090979
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    Cited by:

    1. Yong You Nie & Austin Rong Da Liang & Dun Ji Chen, 2017. "Assessing the effect of organic-food short storytelling on consumer response," The Service Industries Journal, Taylor & Francis Journals, vol. 37(15-16), pages 968-985, December.
    2. Peng, Jiamin & Yang, Xiaoyun & Poon, Patrick & Xie, Lishan, 2022. "Enhancing users' well-being in virtual medical tourism communities: A configurational analysis of users’ interaction characteristics and social support," Technology in Society, Elsevier, vol. 71(C).

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