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

Katrin Förster1

  • 1Department of Mobility, Trade & Logistics, Zeppelin University, Friedrichshafen, Germany.

Heliyon
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PubMed
Summary

This study successfully extends the technology acceptance model (TAM) to consumer goods, validating a new consumer goods acceptance model (CGAM). Findings show perceived usefulness is key for consumer intention, highlighting lifestyle and functional ingredients.

Keywords:
Consumer acceptanceConsumer behaviourConsumer goods acceptance model (CGAM)Quantitative methodsTechnology acceptance model

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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.