Technology Readiness Index (TRI): Assessing Cross-Cultural Validity

Autor:	Kevin M. Elliott, Juan (Gloria) Meng, Mark C. Hall
Rok vydání:	2009
Předmět:	Marketing Technology readiness Index (economics) Scale (social sciences) Applied psychology Cross-cultural Generalizability theory Psychology Management Information Systems
Zdroj:	Journal of International Consumer Marketing. 22:19-31
ISSN:	1528-7068 0896-1530
DOI:	10.1080/08961530902844915
Popis:	Generalizability of measurement instruments across different cultures is becoming more important as marketers increasingly engage in cross-cultural research. It is essential to assess whether instruments used to measure relevant constructs in one culture can also be applied to other cultures before any cultural comparisons can be made. The findings of this study suggest that the Technology Readiness Index (Parasuraman 2000) is a cross-culturally valid measurement scale for both American and Chinese consumers. The same four technology-readiness dimensions exist for both consumer groups. This study also provides additional insights into the methodological foundation for cross-cultural studies.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8e5aec509f004c581bd6c8135099e24f https://doi.org/10.1080/08961530902844915 Zobrazit plný text záznamu