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Despite the advent of technology into consumers’ daily lives, many consumers are plagued by feelings of fear towards complex technology-related products. Feelings of anxiety and fear often lead to the avoidance of technology; in other words, so-called ‘technophobia’. This study aims to establish whether gender differences in technophobia and the adoption of high-technology consumer products continue to exist in this digital age, or whether they have indeed changed over time. Further, this study also aims to uncover the main social reasons that gender differences in technophobia can occur. The results of this study provide new insight into gender differences towards technology purchases. The findings should assist marketers by providing a clearer understanding of how men and women adopt new technology products in the 21st century. By understanding gender differences in attitudes towards technology, marketers are better able to target and communicate technology benefits that consumers can relate to and appreciate. Following a review of the available literature, the theory of the diffusion of innovation was presented as a foundation to studies of gender differences in technophobia. The Technology Readiness Index (TRI) was introduced as a sound means of measuring technophobia, based on an in-depth study of the available measurement scales to measure for technophobia. The study included men and women, aged between 25 and 35 years, of higher socio-economic classes, residing in the Northern Johannesburg regions of South Africa. Gender differences in levels of technophobia are studied in relation to three different technologies (computers, DSLR cameras and home automation technology) in order to compare gender differences towards technologies at different stages of the diffusion curve. Future research avenues regarding studies in to technophobia are also presented. The results indicate that traditional differences between genders towards technology still exist amongst South African consumers. Women continue to experience higher levels of technophobia towards new technology than men. However, the degree of these differences changes, depending on the technology used. Regarding why these gender differences may occur, levels of optimism, risk taking and cognitive involvement between genders were measured. In general, the results indicate that traditional gender differences towards technology continue to exist in South Africa. Thus, although marketers may assume that in the modern digital age, men and women are consuming electronics in the same manner, this study shows that this is not necessarily the case, and as a new product is introduced to the market, marketers need to employ differentiating strategies in order to target both men and women successfully. By tailoring the manner in which technology is advertised and shared to the female consumer, marketers are better able to capture this more ‘technophobic’ consumer. The advertising of technologies exasperates the gender divide by confirming established sex role stereotypes, and managers need to learn to differentiate and cater for both genders when advertising technology products. This study illustrates that the degree of technophobia women possess towards technology depends on the technology and its ‘inherent gender bias’ and marketers need to adapt their communications according to the technology being sold. Marketers in the electronics industry cannot have a ‘one-hat-fits-all’ assumption of women and technology, and need to analyse the ‘technology fit’ and communicate it to the market accordingly. By uncovering the social reasons why gender differences continue to exist, advertisers can use these inherent gender differences to test and design advertisements that improve female beliefs about the technology. Marketers are encouraged to experiment with different communication strategies that improve inherent beliefs based on social norms. This study found that women are less optimistic than men, exhibit higher levels of risk aversion, and higher cognitive-processing than men when considering technology purchases. The greatest challenge in stimulating the adoption of high-technology products is the perceived risk that a consumer undergoes when making a purchasing decision. Increasing levels of consumer resistance are also attributed to the sheer volume of new information in the digital era and managers thus need to employ simplifying strategies in order to help break through the messaging clutter and alleviate the information overload that the consumer is experiencing. Managers need to find a balance between being seen as innovative market leaders, and successfully introducing the technology at a pace that invites consumer adoption and acceptance. This study provides strong empirical support for managers attempting to successfully target technology products to men and women. By uncovering gender differences in the way that one reacts to technology, one is better able to understand the consumer and marketing efforts are strengthened. This study not only sheds some light on consumer attitudes, feelings and reactions to new technologies, but it also provides important insight into how men and women accept technology in the market. / Dissertation (MCom)--University of Pretoria, 2011. / Marketing Management / MCom / Unrestricted

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An increasing number of older adults must continue working, which requires that they maintain their competencies and work skills, including use of mobile technology (MT). However, little is known about older adult adoption of MT in relation to work. This study used Rogers's diffusion of innovation theory and Davis's technology acceptance model as a framework. The purpose of this exploratory sequential mixed methods study was to examine the experiences of older adults' who adopted MT in the emergency communications (EC) field. Participants came from an emergency services LinkedIn group. Data sources included surveys completed by 85 respondents and interviews of a subset of 10 of the respondents. Phase 1 included survey analysis to develop descriptive statistics on the participants' placement in Rogers's stages of adoption, their perceptions of the usefulness, and the ease of use. Phase 2 included analysis of in-depth interviews, coding for themes and patterns. Survey results indicated that both perceived usefulness and ease of use affect the adoption of MT by older adult users in the EC field. The results of the interviews identified the usefulness and ease of use as factors for the participants. The social implications for employers include a deeper understanding of the specific factors that impact the adoption of MT by older adults. This study provides employers with a deeper understanding of the adoption of MT by older adults so they can develop stronger plans to help their older adults adopt mobile technology.

The 2009 American Recovery and Reinvestment Act, signed under the Obama administration, mandated physicians to complete certification for electronic medical records (EMRs). Despite these mandates and the increased access to information technology, slow adoption rates persist on the use of EMRs. Guided by the theory of planned behavior and the technology acceptance model, the purpose of this quantitative study was to examine the relationship between the independent variables perceived ease of use, perceived usefulness, perceived behavioral control, perceived social influence, attitudes toward EMR, and the dependent variable user acceptance. This study identified physicians in the United States as end-users of EMRs. In this study, 76 randomly selected physicians in the United States, identified as end-users of EMRs, completed an electronic survey requiring responses to a 5-point Likert Scale model. Standard multiple regression analysis served as the means used to analyze the regression model. Despite the regression model being statistically significant, none of the individual independent variables had statistical significance in predicting user acceptance. Interdependence and homoscedasticity likely contributed to this phenomenon. Social change implications include understanding of physician perceptions and beliefs--how physician perceptions and beliefs affect EMR adoption. Because adoption rates did not achieve 100% certification by end-users, another social change implication includes the necessity of examining how end-user acceptance could decrease medical errors, increase efficiencies in physician workload, and improve communication within the health care industry.

The primary purpose of this research was to examine the adoption of computer security software in the home computer environment. The use of the Health Belief Model as a framework to design a model to examine home user adoption of computer security provided the basis for this research. The method of the investigation was a cross-sectional study using a self-reported web-based survey to test the theoretical model derived from the Health Belief Model. The survey targeted individuals who are responsible for the selection, installation, and maintenance of software on their home computers. The data collection relied on a snowball sampling technique that recruited a total of 186 participants who completed the online survey. The research model contains a total of 26 hypothesized relationships that were tested using multiple regression analysis techniques. The research model contains six main predicting variables (perceived vulnerability, perceived severity, perceived benefits, perceived barriers, self-efficacy, and cues to action) and four moderating variables (age, gender, education, and prior experience of attack). The model explains 30.4% of the variance in computer security usage, the dependent variable in the research model. The results demonstrate that certain constructs found in the Health Belief Model are more effective than others in motivating individuals to utilize computer security software. Specifically, the results show that perceived vulnerability (H1), perceived barriers (H4), self-efficacy (H5), and the two-way interactions of age and barriers (H8d), education and benefits (H9c), prior experience and perceived severity (H10b), and prior experience and self-efficacy (H10e) had significant effects on computer security usage. Additionally, prior experience was found to have a significant main effect on the dependent variable. Information from this research provides evidence that the Health Belief Model can be used to study the computer security usage behavior of home computer users. Further, the relationship of perceived vulnerability and computer security usage provides a way for practitioners to increase computer security usage behavior through targeted media campaigns.

This paper examines the concept of safety as it encompasses the personal and technological spheres as imagined by a group of active duty service members, veterans, a police officer, and civilians, as well as the agency exercised by those with military or police backgrounds when it comes to safety technology. A group of seventeen individuals took part in a battlefield simulation to test a wearable junctional tourniquet created by ARMR Systems, LLC, an innovative advancement in tourniquet technology. After the simulation, participants were interviewed, surveyed, and took part in a focus group to determine not only product suitability but also to explore the underlying reasons for their recommendations for product changes. Results showed that those with military or police background performed safety rituals prior to duty and exercised agency in the desire to obtain the best possible personal safety devices and technology to be used for themselves and their comrade-in-arms. All participants expressed concerns for their safety in regards to technology in general, specifically, the hacking and use of personal data and what is perceived as lack of governmental oversight. Almost all of the changes to improve product safety, comfort, and utility were adapted. The topics discovered during the course of this research proves a need for safety product testing from an applied anthropological perspective.

This thesis provides a comprehensive analysis of electric vehicle incentives and investigates their impact on the uptake of electric vehicles within and beyond the European Union over the period of 2010 to 2019. Depending on the kind of benefit they provide and their timing, the incentives are divided into one-time monetary, recurring monetary, and non-monetary incentives. To properly evaluate the effect of incentives, a fixed effects and difference-in-differences methods are employed, allowing us to control for unobserved factors affecting the electric vehicle market. A fixed effects analysis revealed a significant positive effect of one-time monetary incentives on battery electric vehicle sales, and a significant positive effect of both one-time and recurring monetary incentives on plug-in hybrid electric vehicle sales. Additionally, when considering the effect of individual incentives, the most important ones were found to be rebate and point-of-sale tax incentive. A difference-in-differences analysis confirmed a statistically significant effect of rebate on the sale of battery electric vehicles. JEL Classification C33, H71, L62, L98, O31, Q55 Keywords Electric vehicles, Incentives, Tax incentives, Rebates, Technology adoption Title The Impact of Incentives on Electric Vehicle Sales in the...

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Robo-advisory is a new service in the financial market and is designed to support financial decisions. Previous researches show that attitudes toward robo-advisory are an important aspect of their acceptance, and therefore this study is designed to investigate how the attitudes to robo-advisory is affected by five chosen factors. Previous studies also show a lack of financial literacy in young women leading to poor investment decisions. The purpose of this thesis is therefore to study how the factors influence the attitudes toward robo-advisors from a perspective of a young women in order to see if robo-advisory could be used as a substitute for financial literacy. This qualitative research was conducted on ten young women age​ 20-30. The collected data has then been transcribed, and then analyzed based on a content analysis with categories created for the purpose of the survey. The result shows that without financial literacy or previous use of robo-advisory in their social circle, the perception of risk and trust for robo-advisory is unlikely to change. It also shows that previous bad experience of robot-based systems affect the attitude toward robo-advisory negatively. This research can be useful in the design of robo-advisory and how to shape the service to get this target group to start using it. Because attitudes have a major impact on the use of the service, the results of this survey are a good basis for companies to relate to.