Abstract
Purpose:
To evaluate how different consumer profiles react to the adoption of new technologies through the replication and validation of the TAP scale in Brazil.
Design/methodology/approach:
We designed a descriptive study of a quantitative nature applied through a survey. Exploratory and confirmatory factorial analysis procedures were performed in order to validate the scale. We used t tests to check for statistical differences between consumer profiles.
Findings:
The TAP scale proved to be a valid and reliable instrument to measure technology adoption propensity among Brazilian consumers. In this group, those in a higher domain of computational innovation showed greater proficiency in the technology adoption process. In a comparison of the data from our study with those of the original one in the USA, Brazilians presented a higher propensity for technology adoption.
Originality/value:
The study provided advancements in three ways: 1) validating the TAP scale for Brazilian usage; 2) bringing insights to research on innovation in specific domains; 3) contributing to the studies about potential differences between developed and emergent countries related to new technology adoption and late acceptance of innovation.
Keywords:
Technology Adoption Propensity; Cultural Differences; Scale Validation; Consumer Profiles