Effects of technology readiness on prosumer attitude and eWOM

다국어 초록 (Multilingual Abstract)

In today’s technology-based market environment, consumers sometimes produce a product idea or innovation to use by themselves in order to fulfill their needs and they are called ‘Prosumers’ (Toffler, 1980). According to the ‘Diffusion of Innovation Theory’, innovation is relevant to technological growth, and consumers who have a positive view of new technology have a tendency to be innovators (Rogers, 1995).
How much are the consumers ready for new technology? We tried to use the concept of Technology Readiness Index (TRI) to explain the antecedent factors of prosumer attitude and electronic Word-of-Mouth (eWOM). In this article, we attempt to conceptualize prosumer, whether a consumer’s positive or negative view of technology has an effect on attitudes to become a prosumer, and show that prosumer’s attitude can be related to eWOM which is one of the consumer’s practical activities in today’s market environment.
The goals of this article are as follows: (ⅰ) to conceptualize prosumer, the authors select constructs from previous literature studied by similar groups such as opinion leader, innovator, early adopter and DIY consumer, (ⅱ) to investigate the effect of consumer’s Technology Readiness Index(TRI) on the prosumer’s attitude, (ⅲ) to explain the effect of prosumer’s attitude on the eWOM. In conclusion of this study, the authors suggest the managerial implications and future direction of the study.

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