Technology readiness for innovative high-tech products: how consumers perceive and adopt new technologies

The products and services companies offer sometimes become commodities long before they are diffused and adopted at desired levels by their target audiences. Shortening life cycles of products and services as well as rapidly shrinking technology s-curves are forcing businesses to better structure their innovation efforts. While these trends are vital to business sustainability and survival, understanding potential customers ’ technology readiness and their perceptions concerning certain products and services could provide businesses with a leading-edge position in their domain. This study is a replication and an extension of Parasuraman’s study on the Technology Readiness Index (TRI). Our research aims to uncover the possible differences between the number and the structure of factors with regard to the technology readiness of potential customers