Domestic Technology Adoption: Comparison of Innovation Adoption Models and Moderators

Domestic technologies, such as assistant robots, have the potential to provide considerable assistance to families in societies with aging populations and increasing labor costs. This study intends 1) to test a series of innovation adoption theories to examine which models may better predict consumer behavioral intention toward the use of domestic technologies and 2) to examine whether lead-usership and global identity predict intentions. With the floor cleaning robots as target products of the survey and employing a sample of 299 potential consumers in Taiwan, a rapidly aging society, this study finds: 1) the theory of planned behavior (TPB) model accounts for 55% of the variance and better predicts purchase intention than the technology acceptance model and the theory of reasoned action. 2) In the nested TPB model, the effects of usefulness and ease of use on intentions are fully mediated by attitude. 3) When including 2 additional constructs, global identity and lead-usership, the explanatory power of the extended TPB model rises from 55% to 66%. 4) Lead-usership moderates the link between attitude and intentions, that is, the stronger the lead-usership the weaker the effect of attitude on intentions. 5) As lead-usership and global identity are included in the model, the impact of perceived behavioral control vanishes. 6) Subjective norms moderate (weakening) the effect of attitude on adoption intentions; thus, word of mouth and peer pressure could be powerful communication tools to persuade follower consumers to adopt domestic technologies, such as family robots. (C) 2015 Wiley Periodicals, Inc.