Technology Readiness and Usage: A Global-Identity Perspective

Document Type



Published by Springer Science & Business Media B.V. in the Journal of the Academy of Marketing Science, volume 37 issue 3, 2009. Bryant users may access this article here.


Global identity; Technology readiness; Identity theory; Regulatory focus theory; Global consumer; Cosmopolitanism; Global identification; Promotion prevention focus; Self-service technology


Springer Science & Business Media B.V.

Publication Source

Journal of the Academy of Marketing Science


The past several decades have witnessed the rapid globalization of consumption markets and widespread diffusion of information and communication technologies. However, the use of technology by consumers is not a foregone conclusion. We investigate the role of global self-identity on the orientation toward technology readiness and usage. Relying on a social-identity model of motivation as our theoretical framework, we propose a model which incorporates global self-identity (i.e., cosmopolitanism/parochialism and global/local identification) and self-regulation (i.e., promotion and prevention focus) in predicting technology readiness and usage in a self-service technology context. The proposed model is tested in two different cultures, the U.S. and China, and is contrasted with two theoretically-competing models as well. Results provide support for the hypothesized model, and a number of limitations, implications, and directions for future research are discussed.