Assessing the moderating effect of the end user in consumer behavior: The acceptance of technological implants to increase innate human capacities

Jorge Pelegrín-Borondo, Eva Reinares-Lara, Cristina Olarte-Pascual, Marta Garcia-Sierra

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19 Citations (Scopus)

Abstract

© 2016 Pelegrín-Borondo, Reinares-Lara, Olarte-Pascual and Garcia- Sierra. Today, technological implants are being developed to increase innate human capacities, such as memory or calculation speed, and to endow us with new ones, such as the remote control of machines. This study's aim was two-fold: first, to introduce a Cognitive-Affective-Normative (CAN) model of technology acceptance to explain the intention to use this technology in the field of consumer behavior; and second, to analyze the differences in the intention to use it based on whether the intended implant recipient is oneself or one's child (i.e., themoderating effect of the end user). Amulti-group analysis was performed to compare the results between the two groups: implant "for me" (Group 1) and implant "for my child" (Group 2). The model largely explains the intention to use the insideable technology for the specified groups [variance explained (R 2 ) of over 0.70 in both cases]. The most important variables were found to be "positive emotions" and (positive) "subjective norm." This underscores the need to broaden the range of factors considered to be decisive in technology acceptance to include variables related to consumers' emotions. Moreover, statistically significant differences were found between the "for me" and "for my child" models for "perceived ease of use (PEU)" and "subjective norm." These findings confirm the moderating effect of the end user on new insideable technology acceptance.
Original languageEnglish
Article number132
JournalFrontiers in Psychology
Volume7
DOIs
Publication statusPublished - 22 Feb 2016

Keywords

  • Affective factors
  • Cognitive factors
  • Consumer behavior
  • Insideables
  • Subjective norm
  • Technological implants
  • Technology acceptance

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