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The Role Extraversion and Technology...

Shanahan, Doreen E.

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The Role Extraversion and Technology Propensity Play in Influencing Intentions to Participate in Technologically Intermediated Peer-to-Peer Markets.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Role Extraversion and Technology Propensity Play in Influencing Intentions to Participate in Technologically Intermediated Peer-to-Peer Markets./
Author:	Shanahan, Doreen E.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	203 p.
Notes:	Source: Dissertations Abstracts International, Volume: 81-10, Section: B.
Contained By:	Dissertations Abstracts International81-10B.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27743495
ISBN:	9781658470889

The Role Extraversion and Technology Propensity Play in Influencing Intentions to Participate in Technologically Intermediated Peer-to-Peer Markets.
Shanahan, Doreen E.

The Role Extraversion and Technology Propensity Play in Influencing Intentions to Participate in Technologically Intermediated Peer-to-Peer Markets. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 203 p.

Source: Dissertations Abstracts International, Volume: 81-10, Section: B.

Thesis (Ph.D.)--Pepperdine University, 2020.

This item must not be sold to any third party vendors.

Technology continues to play a more prominent role in our daily lives as the business ecosystem is being reshaped by the development of disruptive technologies and rise of a networked economy in the twenty-first century, changing the way we live and work. A prominent contemporary example of this is the rapid growth of digital software-based technology sites that facilitate peer-to-peer exchange, fueled by a world that continues to become more digitally connected. However, our understanding as to why individuals participate in this new phenomenon and why others are reluctant to engage is just developing. Over the decades, significant theoretical models for explaining and predicting individual behavior in technology adoption have been offered by scholars; but further work is needed to enhance the predictive power of these models. One area of adjacent study that holds promise for this endeavor is personality traits, which have been found to be a strong predictor of individual choices and behaviors. Yet, scare research has been put forward to understand the interconnection between inherent aspects of personality and consumer behavior in contemporary technology adoption contexts. The purpose of this dissertation is to examine how enduring predispositions influence a person's attitudes and intent to participate in new types of social economic activity intermediated by technology. This research integrates known factors related to technology adoption propensity (Ratchford & Barnhart, 2012a) and extraversion (Soto & John, 2017b) into the technology acceptance model (Davis, 1989). The new model was tested using structural equation modeling. As expected, a person's predisposition toward technology was found to directly influence consumer attitudes, which in turn influenced adoption intentions. However, contrary to prior empirical findings, in this study extraversion did not directly influence consumer attitudes. Rather, the influence of extraversion was indirect through TAP. The final model explained up to 62% of the variance in adoption intentions, which is on the high end relative to comparable studies. This research contributes to the development of theory of technology adoption in general, and in the context of digital peer-to-peer markets, through more specific findings regarding the direction and strength of influence of enduring consumer predispositions.

ISBN: 9781658470889Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Adoption intentions

The Role Extraversion and Technology Propensity Play in Influencing Intentions to Participate in Technologically Intermediated Peer-to-Peer Markets.
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