Integrating technology readiness into technology acceptance: The TRAM model

Abstract 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.…