The moderating role of technology readiness, gender, and sex in consumer acceptance and actual use of Technology-based services

Abstract

Considering the commercial value of technology, technology-based services can be described as the result of a protracted industrial approach, research and development, and continuously evolving innovation plans and actions. The purpose of this article is to investigate the beliefs that affect the acceptance and actual use of technology-based services, as well as the possible differences in terms of technology readiness, gender, and age, by acting as mediators, based on the unified theory of acceptance and use of technology (UTAUT). A research framework is being proposed which indicates, through data analysis and hypotheses testing, that performance expectancy, effort expectancy, social influence, and facilitating conditions are all significant determinants of intention to use technology-based services. Additionally, the differences imposed by the three mediators to the four beliefs, as well as to the behavioral intention toward actual use, offer critical information about technology-based services acceptance for managers, researchers and developers.