Jorge Pelegrín Borondo|Eva Marina Reinares Lara|Cristina Olarte Pascual|Marta Garcia-Sierra
Assessing the Moderating Effect of the End User in Consumer Behavior: The Acceptance of Technological Implants to Increase Innate Human Capacities
Universidad de La Rioja|Universidad Rey Juan Carlos|Universidad de La Rioja|Universitat Autònoma de Barcelona|Universidad de La Rioja
today technological implants developed increase innate human capacities memory calculation speed endow us new ones remote control machines studys aim twofold first introduce cognitiveaffectivenormative model technology acceptance explain intention use technology field consumer behavior second analyze differences intention use based whether intended implant recipient oneself ones child ie moderating effect end user multigroup analysis performed compare results two groups implant group 1 implant child group 2 model largely explains intention use insideable technology specified groups variance explained r2 070 cases important variables found positive emotions positive subjective norm underscores need broaden range factors considered decisive technology acceptance include variables related consumers emotions moreover statistically significant differences found child models perceived ease use subjective norm findings confirm moderating effect end user new insideable technology acceptance