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The Impacts of Self-Construal and Perceived Risk on Technology Readiness

by 1 and 2,*
1
Regional Tourism Research Division, Korea Culture & Tourism Institute, Seoul 157857, Korea
2
School of Global Business, Halla University, Wonju 26404, Korea
*
Author to whom correspondence should be addressed.
Academic Editor: Julían Chaparro-Peláez
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1584-1597; https://doi.org/10.3390/jtaer16050089
Received: 31 March 2021 / Revised: 5 May 2021 / Accepted: 10 May 2021 / Published: 13 May 2021
(This article belongs to the Section Digital Marketing and the Connected Consumer)
This paper explores how different self-construals interact with perceived risk and influence tourism consumers’ technology readiness toward tourism mobile apps. The study used 284 tourist participants to show that tourism consumers, regardless of self-construal type, have a negative perception of technology readiness when they perceive a high level of risk. Furthermore, those with independent self-construal have a more positive perception of technology readiness than those with an interdependent self-construal when they perceive a low level of risk. The results also show that technology readiness mediates the relationship between self-construal and use intention toward mobile apps. Based on these results, we proposed the following practical implications. First, companies need to find and lower potential risks that can be perceived in tourism mobile apps. They must also deliver different messages according to consumers’ self-construal. Companies should provide independents with information related to the positive benefits obtained through the mobile app, and interdependents should be provided with information that reduces perceived losses. View Full-Text
Keywords: self-construal; perceived risk; technology readiness; tourism consumer; mobile app self-construal; perceived risk; technology readiness; tourism consumer; mobile app
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MDPI and ACS Style

Choi, J.; Yoo, D. The Impacts of Self-Construal and Perceived Risk on Technology Readiness. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1584-1597. https://doi.org/10.3390/jtaer16050089

AMA Style

Choi J, Yoo D. The Impacts of Self-Construal and Perceived Risk on Technology Readiness. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1584-1597. https://doi.org/10.3390/jtaer16050089

Chicago/Turabian Style

Choi, Jaeun; Yoo, Dongho. 2021. "The Impacts of Self-Construal and Perceived Risk on Technology Readiness" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1584-1597. https://doi.org/10.3390/jtaer16050089

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