The Role Of Technology Readiness In Customers’ Perception And Adoption Of Mobile Application

The development of technology and the popularity of smart mobile devices,gave birth to the development of mobile applications.Nowadays, mobile banking service, mobile shopping service, mobile phone taxi service and other mobile application services are constantly innovating. As a new kind of mobile application come out,consumers who are always curious about new technology will have a try at first time.Then, the mobile application services which have a good public praise will be used by more and more consumers. That is why the time of using mobile applications are different. Eventually, the difference will affect the interests of enterprises.To this phenomenon, enterprises begin to distinguish the type of customers, and targeted marketing to consumers of different times and different types, which is necessary to use limited resources.This research aims to explore how technology readiness influences customers’ perception and adoption of mobile applications.In addition, the external stimulation as a moderating variable. A thoretial framework is proposed to suggest the links between the five construts.The existing theories from the field of marketing, psychology and information system,are reviewed,deriving hypothesis fourteen hypotheses.After that, using structural equation model to verify the hypotheses.This research shows that, technology readiness is positively related to perceived service quality of mobile applications and behavioral intentions, while perceived mobile application service quality is positively related to behavioral intentions toward mobile applications. Perceived mobile application service quality is the mediator variable of technology readiness and behavioral intentions. And the external stimulation is the moderator variable of technology readiness and behavioral intentions. Different people have different perceived service quality of mobile applications and behavioral intentions.