Based on previous theoretical streams, the present study integrates technology readiness (TR) into the technology acceptance model (TAM) in the context of consumer adoption of e-service systems, and theorizes that the impact of TR on use intention is completely mediated by both perceptions of usefulness and ease of use. TAM was originally developed to predict people's technology-adopting behavior at work environments, but this research stemmed from a questioning of its applicability in marketing (i.e., non-work) settings. The differences between the two settings are exhibited by consumers' self-determining selection behavior and their high involvement in the e-service creation and delivery process. This paper first reviews the TAM and the construct of technology readiness, and then proposes and empirically tests an integrated Technology Readiness and Acceptance Model (TRAM) to augment TAM by taking technology readiness construct into the realm of consumers' adoption of innovations. The results indicate that TRAM substantially broadens the applicability and the explanatory power of either of the prior models and may be a better Psychology & Marketing, Vol. 24 (7)

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Purpose - To propose an alternative model specification for better conceptualizing the definition of a customer perceived value construct, and to discuss the theoretical justification of the model. Design/methodology/approach - The proposed model was elaborated based on theoretical contexts. Three models of different conceptualization specifications were estimated and compared with eTail service value survey data. Findings - Based on theory, perceived value should be conceived as a formative construct. The empirical results demonstrated different parameter estimates and thus conclusions are drawn from different conceptualization methods. Research limitations/implications - Future research is suggested to apply the proposed formative value model in other marketing settings, and to explore the role of consumer satisfaction in post-purchase behavior. Practical implications - Marketing resources allocation and communication programs may be influenced due to different conceptualization methods of value construct applied by practitioners. Originality/value - This paper provides a theoretical rationale for conceptualizing perceived value with formative specification. It stresses that the theoretical justification is a major concern for determining conceptualization models

Online consumers vary in their tendency to believe or disbelieve online reviews. Based on an Elaboration Likelihood Model (ELM; , 1986), the present study tested the effects of consumer skepticism on online consumers. A total of 278 undergraduates expressed their attitudes about a product in an online experiment. Two findings emerged from the results. First, highly skeptical consumers tend to base their attitudes on intrinsic beliefs instead of situational factors; that is, they are biased against certain types of information and indifferent to the message quality. Second, consumers with low skepticism tend to adopt the peripheral route in forming attitude; that is, they are more persuaded by review quantity. These findings contribute to the ELM research literature by considering a potentially important personality factor in the ELM framework. Managerial implications are suggested.