Household Technology Acceptance: Heterogeneity in Computer Adoption

Technology policy analysis and implementation relies on knowledge and understanding of the " adoption gap " in information technologies among different groups of consumers. Factors that explain the residential " digital divide " also need to be identified and quantified. Through the application of survey data we provide an enhanced understanding of the key factors involved in the choice of residential computer adoption. These choices are analysed using a discrete choice model that reveals that socio-demographic factors strongly influence the adoption of the residential computer. Moreover, we apply the basic findings of the Technology Adoption Model (TAM) into the discrete choice framework heteroscedastically to deepen our understanding of why some households choose not to have computers; above and beyond what may be explained by socio-demography alone. Generally, we find that computer adoption is sensitive to household digital division measures and that the model fit improves with the heteroscedastic addition of the TAM factors. These findings are important for market planners and policymakers who wish to understand and quantify the impact of these factors on the digital divide across different household types, as defined by the TAM model.