Current research suggests that individual readiness toward technology plays a significant factor in the acceptance of technology products and applications. However, the current measure of technology readiness is too general to be applicable to digital technologies and the accompanying disruption and lifestyle changes.
Reza Ashari Nasution as author and Devi Arnita, Dwine Fatimah Azzahra as co-authors offer digital readiness that consists of attitudinal and action digital readiness as a specific measure of individual readiness toward digital technology. They tested the influence of both attitudinal and action digital readiness toward the acceptance of mobile advertising among 162 millennials aged between 17 and 24 years in Indonesia. The research “Digital Readiness and Acceptance of Mobile Advertising” is published in Australasian Marketing Journal.
The results show that digital readiness has a significant influence on the acceptance of mobile advertising among millennials. They contribute to the theory of the acceptance of digital mobile advertising by employing digital readiness within the technology acceptance model (TAM)
model. Their managerial implications highlight mobile advertising strategies for targeting millennials.
For further information: Digital Readiness and Acceptance of Mobile Advertising – Reza Ashari Nasution, Devi Arnita, Dwine Fatimah Azzahra, 2021 (sagepub.com)