Technology rejection: the case of the wallet phone

Abstract

Purpose

A wallet phone is a type of cell phone that is used for storage of all information, including identification, pictures, even airline tickets. This study seeks to understand consumer rejection of a technology, specifically wallet phone technology, using the technology acceptance model.

Design/methodology/approach

Two studies were conducted using different samples in order to assess the differences in a student sample and a more diverse sample. In the first study, 226 students were sampled. In the second study, an online survey was conducted through a consumer panel and 480 surveys were collected. Structural equation modeling was used for analysis in order to test the hypothesized relationships.

Findings

The findings suggest that a wallet phone is not seen by consumers as either easy to use or useful, as both were not found to be significant in their influence on attitudes toward wallet phones. Perceived risk was found to be significant. In addition, security and privacy were found to have a negative effect on attitudes toward wallet phones. Attitudes toward wallet phones had a negative affect on the intention to use this technology.

Originality/value

This research investigates new insights on new product adoption and rejection using the technology acceptance model.

Citation

Swilley, E. (2010), "Technology rejection: the case of the wallet phone", Journal of Consumer Marketing, Vol. 27 No. 4, pp. 304-312. https://doi.org/10.1108/07363761011052341