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The 2000 National Technology Readiness Survey: Implications for E- Commerce and Internet-Based Services Ninth Annual Frontiers in Services Conference September 23, 2000 A. Parasuraman, University of Miami & Charles Colby, Rockbridge Associates, Inc.
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Presentation Outline v Overview of TR and the NTRS v Comparison of the 1999 and 2000 NTRS – Properties of the TR Index – TR-based typology of customers v E-Commerce-related findings from the 2000 NTRS – Selected e-commerce behaviors – Variations across TR-based segments v Research and Managerial Implications
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What is Technology Readiness [TR]? TR refers to peoples propensity to embrace and use new technologies for accomplishing goals in home life and at work
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NTRS Background & Purpose v Developed jointly with Rockbridge Associates, Inc. v Intended as an aid for effectively implementing technology among customers and employees v Provides an in-depth view of customer beliefs about technology v Profiles customers by their level of Technology Readiness
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Methodology for 1999 and 2000 NTRS v v Each survey included a sample of 1000 U.S. adults v v Respondents chosen through random digit dialing v v Data collected via computer-assisted telephone interviewing v v Survey included questions about technology beliefs, demographics, psychographics, and technology-related behaviors and preferences
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Drivers of Technology Readiness DiscomfortInsecurity Inhibitors Contributors Innovativeness Optimism Technology Readiness
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Definitions of the TRI Dimensions v v Optimism: Positive view of technology; belief that it offers increased control, flexibility and efficiency v v Innovativeness: Tendency to be a technology pioneer and thought leader v v Discomfort: Perceived lack of control over technology and a feeling of being overwhelmed by it v v Insecurity: Distrust of technology and skepticism about its working properly
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OPT. TRI INS.DIS.INN. 19992000 Mean TR Scores TR Scores by Dimension and Overall TRI
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Low TR (Lower Third) 100 92107 Technology Readiness Index Distribution [Mean = 100] 1999 2000 100 91107 Medium TR (Middle Third) High TR (Upper Third)
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v v Optimism [10 items]……..81.81 v v Innovativeness [7 items]..80.81 v v Discomfort [10 items]…...75.74 v v Insecurity [9 items]……....74.74 The TRIs Reliability [Coefficient Alphas] 19992000
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Shared Variance among TR Dimensions % 19992000 Opt-Inn Opt-Dis Opt-InsInn-DisInn-InsDis-Ins
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Characteristics of Technology Segments OptimismInnovative-Dis- Insecur-nesscomfort ity Explorers HighHighLowLow Pioneers HighHighHighHigh Skeptics LowLowLowLow Paranoids HighLowHighHigh Laggards LowLowHighHigh
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19992000 Typology of Technology Customers: Mean TR Scores for Segments (Population Mean = 100)
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% 19992000 Typology of Technology Customers: Percent of Population in Each Segment
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19992000 Typology of Technology Customers: Mean Age in Each Segment Overall Mean: 43.5
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% 19992000 Typology of Technology Customers: Percent of Males in Each Segment 50%
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19992000 Typology of Technology Customers: Mean Household Income (in 000s of US$) Overall Mean: 48 US$ 000s
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Research Implications Need to examine: v Temporal stability of TR scores over the long term -- e.g., Are some dimensions more stable than others? v Possible variations in TR across countries and cultures, reasons for such variations, and their implications for multinational companies. Individual-specific drivers (e.g., psychographics) and consequences (e.g., satisfaction) of TR in past year, only 16% checked their bank Individual-specific drivers (e.g., psychographics) and consequences (e.g., satisfaction) of TR in past year, only 16% checked their bank
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E-commerce in 2000 Findings from the 2000 NTRS
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Concern over the Safety of E- Commerce Persists Do not consider it safe giving out Do not consider it safe giving out a credit card number over a computer Do not feel confident doing business with a place that can only be reached online Do not consider it safe to do any kind of financial business online 1999 2000 77% 73% 67% 70% 58% 59%
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Despite Concerns, E-Commerce Continues to Grow, Especially for Items Costing $10 or More %
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Explorers are Leading the Pack (almost half make big ticket purchases), Followed by Pioneers and Skeptics %
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What are People Buying Online? Males v Books/magazines (49%) v Computer Equipment (44%) v Music (42%) Females v Books/Magazines (48%) v Clothing (37%) v Music (29%) Businesses v Computer Software, Computer Hardware, Books, Office Supplies, Airline Travel
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Motivations for Buying Online v 70% of purchases are for personal use, 12% business, 17% gifts v Reasons for buying online include: convenience, availability (items not found in a nearby store), better prices v Major reason for NOT buying online is a concern about safety/security v Purchases tend to be planned
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The Most Important Features of E- Commerce Sites are those that Protect and Reassure the Consumer
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The More Popular E-Commerce Sites Stand Out by Offering Availability, Selection and Ease of Use; Needs Differ by TR-Level * Note: Small sample size (n=22) for Low TR group %
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Other Observations about E- Commerce v Most Preferred Method of Customer Service is Telephone Support v Credit Cards are the Preferred and Most Widely Used Payment Method for Merchandise v Services seem to lag behind products; e.g., account online & only 5% have signed up for telecom service online
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Who is Buying Online? v 50% are female v Fastest growth among females and medium- TR consumers v Slightly younger (55% are under 40, versus 45% of U.S.) v Much more educated (41% have 4 yr. college degree versus 24% of U.S.) v Higher income (median income $52K versus $40K for all U.S.) v Similar marital, family and ethnic background
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Implications Implications
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Managerial Implications v Insecurity and Discomfort are major inhibitors of e-commerce; consumer beliefs so far remain unchanged v E-commerce providers can address these concerns through: secure sites, privacy policies, warranties, clear information, telephone support v Less techno-ready consumers seek out sites for their availability of unique goods; they are less price conscious than more techno- ready consumers v It is critical for providers to test their sites for ease of navigation and use
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v Watch out for Techno-Ready Marketing: How and Why Your Customers Acquire Technology, A. Parasuraman and Charles Colby, Free Press, NY, May 2001 v Visit www.rockresearch.com and select Technology Readiness For More Information...
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