Development and validation of the technology adoption propensity (TAP) index

The present study develops and empirically tests a parsimonious new multiple-item scale to measure consumers' propensities to adopt new technologies. We show that a consumer's likelihood to embrace new technologies can reliably be measured by a 14-item index that combines assessments of consumers' positive and negative attitudes towards technology. Consistent with prior work on technology readiness, we show four distinct dimensions of consumers' technology adoption propensity: two inhibiting factors, dependence and vulnerability, and two contributing factors, optimism and proficiency. We develop the index on a cross-sectional dataset of U.S. consumers then establish the validity of each of the four component scales on two dissimilar validation sets. The resulting index shows sound psychometric properties and may be used by researchers interested in the antecedents or effects of each of the independent sub-scales.

► We develop a scale to measure consumers’propensities to adopt new technologies. ► The Technology Adoption Propensity (TAP) Index consists of four factors. ► Optimism and Proficiency contribute to a consumer’s technology adoption propensity. ► Vulnerability and Dependence inhibit a consumer’s technology adoption propensity. ► An individual’s TAP score predicts usage and ownership of technological offerings.