The Effects of Technology Readiness on Customer Perceived Value: An Empirical Analysis

Technology infusion into service procedures has enhanced the rise of self-service technology. Technology-based services help businesses provide more flexibility, efficiency, and variety to customers. Therefore, it increases the customer??s perceived value from the business??s viewpoint. However, technology-based services are usually novel to most customers. As a result, customers who lack sufficient experience with using technology-based services may feel extreme frustration. The purpose of this study was to empirically examine how technology readiness (TR) affects customer perceived value (CPV). Data were collected from consumers who took the high speed rail in Taiwan in June 2009. As expected, optimism and innovativeness had positive impacts on CPV while discomfort and insecurity had negative impacts on CPV. The four TR dimensions all had significant, but not equal, impacts on CPV. Optimism had the highest impact on CPV. TR had no significant impact on emotional value. Social value and security value were significantly and positively affected by TR.