Predicting the Use of Brand Application Based on a TRAM

Abstract

ABSTRACTThe purpose of this study is to explore factors that affect the acceptance of brand-sponsored applications (brand apps) on the basis of the technology readiness and acceptance model (TRAM). This study explains mobile application users’ preferences in today’s rapidly changing customer communication environment. The study analyzes the data collected with reference to four dimensions of the TRAM. Two of these dimensions – optimism and innovativeness – are used to measure positive technology readiness, and another two – discomfort and insecurity – are used to measure negative technology readiness. The analysis produces a better understanding of the technology readiness index and the technology acceptance model. Multi-group confirmatory factor analysis with covariance structure analysis was conducted using EQS6b and data obtained from a survey of airline customers (n = 1,000). Support for the research model was statistically significant, indicating that positive technology readiness and the negative technology readiness played important roles in the formation in respondents of perceived ease of use and perceived usefulness as well as in generating satisfaction with brand apps and the intention to continuing using a brand app. The study found that negative technology readiness did not significantly affect the perceived ease of use. Applying the Kano model, the study explains the formation of consumer attitudes towards brand apps. Theoretical and practical implications and limitations are discussed.