The Effect of Social Exclusion on Consumers’ Intention to Use New Technology

Purpose: We can easily experience social exclusion in our daily lives. This study was conducted to confirm the effect of social exclusion on the intention to use new technologies (e.g., VR, MR, or autonomous vehicle) in a rapidly changing modern society and the mediating effect of prevention focus in the process. Research design, data, and methodology: To test our hypotheses, we conducted two experiments. In experiment 1, we manipulated social exclusion and performed a between-subject design. We empirically tested the hypothesis using logistic regression. In experiment 2, one hundred twenty-one subjects participated. To investigate prevention focus as a mediator, the data was analyzed using Process model 4 with 5000 bootstrap samples. Results: The results of the experimental study demonstrated that the group who experienced social exclusion showed less intention to use new technologies than the group who experienced social inclusion. In addition, we found that the experience of social exclusion affects consumers’ prevention focus, reducing the intention to use new technologies. Results: The results of experimental study demonstrated that the group who experienced social exclusion showed less intention to use new technologies than the group who experienced social inclusion. In addition, we found that the experience of social exclusion affects consumers’ prevention focus, reducing the intention to use new technologies. Implications: The present study contributes to new technology acceptance literature, showing that psychological factors such as social exclusion play a vital role in the adoption of new technologies. Psychological factors have received little attention concerning the adoption of new technologies. Also, from a managerial aspect, with the growth of the market and shortening of technologies’ lifecycle, it is important to understand the factors influencing consumer adoption of new technologies.