Human values and technology readiness: The mediating role of consumer perceived value

Despite the wide use of the values-attitude-behaviour model in business and social science research, there is a paucity of current research showing how individual values influence an individuals readiness to adopt technology in non-western countries. We address this deficiency by conducting an empirical study in the Indonesian telecommunication industry. Technology readiness was conceptualized as a conative construct, because of its energizing or striving content and was therefore considered a suitable outcome variable. We proposed that the attitudinal component, consumer perceived value, would mediate the relationship between personal values and technology readiness and this was fully supported. All personal values had a significant in-direct impact on technology readiness and a significant positive effect on all consumer perceived value dimensions. Assumptions based on early value frameworks relating to new technology acceptance are challenged and managerial implications are discussed.