Innovativeness or Confidence? The Effect of Consumer Innovativeness and Self-efficacy on the Acceptance and Diffusion of Innovative Technology

This study analyzed the effects of consumer innovativeness and self-efficacy on different age groups’ acceptance and diffusion of innovative technology. For this purpose, we measured delivery application service users’ innovativeness and self-efficacy, and found each age group’s levels of satisfaction, intent to use again, and intent to recommend. We used this data to analyze the influence that these variables had on their satisfaction with innovative services, and the diffusion of such services. This study found that for people in their 20s and 30s, the interaction effect between consumer innovativeness and self-efficacy was not statistically significant, while for people in their 40s, there was a significant interaction effect. Higher consumer innovativeness was correlated with significantly higher satisfaction, intent to use again, and intent to recommend. Meanwhile, higher self-efficacy was correlated with innovative services’ acceptance and diffusion. Higher perceived self-efficacy for subjects in their 40s was correlated to significantly greater deviation. Additionally, a significant three-way interaction effect occurred between innovativeness, self-efficacy, and age group. An indepth analysis and further research would be necessary to gain insight on why such deviations occurred.