Technology Readiness and the Likelihood to Use Self-Service Technology: Chinese vs. American Consumers

This study compares Chinese and American consumer’s readiness and willingness to use new technology through the use of the Technology Readiness Index ([@R32]). The findings show that Chinese consumers exhibit higher levels of discomfort and insecurity, and lower levels of optimism and innovativeness with regard to using new technology. The findings also indicate that American consumers are more likely than Chinese consumers to use self-service technologies to complete retail transactions. Strategies aimed at increasing the likelihood of using retail self-service technologies may need to vary when focusing on Chinese versus American consumers.