Technology readiness has emerged fr

Technology readiness has emerged from studies of how new technologies are adopted. This work began with
studies of telecommunications technologies (Parasuraman, 2000). The technology readiness concept are widespread,
particularly in the business marketing domain where research focuses on identifying segments of the market who are
likely to adopt new technologies such as mobile data services (Massey et al., 2005), distance education (Hendry,
2000), and online insurance (Taylor et al., 2002), among others. In each of these studies, the authors found the
technology readiness model to be effective for studying respondents’ propensity to adopt new technologies (cited in
Caison et al., 2008).