Extending the technology acceptance model and empirically testing the conceptualised consumer goods acceptance model

Area of Science:

• Consumer Behavior
• Marketing Science
• Psychology

Background:

• The Technology Acceptance Model (TAM) is widely used but primarily in technological contexts.
• Its applicability to non-technological domains, like consumer goods, remains underexplored.
• This research addresses the gap by extending TAM to consumer goods acceptance.

Purpose of the Study:

• To extend the Technology Acceptance Model (TAM) to the consumer goods sector.
• To develop and validate a Consumer Goods Acceptance Model (CGAM).
• To identify key drivers influencing consumer acceptance of non-technological products, using tea-to-go as a case study.

Main Methods:

• An exploratory research approach utilizing a quota sample.
• Adjustment and testing of the conceptualized Consumer Goods Acceptance Model (CGAM).
• Cross-sectional data collection assuming prior consumer knowledge of the product.

Main Results:

• The adjusted CGAM and its measures were found to be reliable and valid.
• Perceived usefulness (PU) significantly predicts behavioral intention (BI), outweighing perceived ease of use (PEOU).
• Cognitive instrumental processes (CIP) and value-related aspects (VRA) positively influence PU, with CIP being the most critical driver.

Conclusions:

• Extending TAM to non-technological contexts, such as consumer goods, is feasible.
• Consumer acceptance is driven by factors like lifestyle, trends, price, and functional ingredients (VRA).
• Enjoyment and indulgence (anchor variables) are crucial for perceived ease of use (PEOU) in consumer goods.