Consumer adoption of e-service: integrating technology readiness with the technology acceptance model

Abstract

The technology acceptance model and the construct of technology readiness were reviewed in this article. The study proposed an integrated model for explaining consumers' intention to use online stock trading system. Based on related theoretical backgrounds, the study integrated technology readiness with the technology acceptance model, and theorized that the impact of technology readiness on use intention is completely mediated by both perceptions of usefulness and ease of use. The research hypotheses and the integrated framework were tested and confirmed by Web-based survey data. Theoretical and practical implications and future research directions were discussed.