Ethical expectations and ethnocentric thinking: exploring the adequacy of technology acceptance model for millennial consumers on multisided platforms

Abstract

Purpose

Multisided platforms (MSPs) have become omnipresent. Millennial consumers have taken well to MSPs. It has become imperative to explicate the process of adoption of MSPs by millennials. The purpose of this study is to comprehend the factors that lead to the adoption of MSPs by millennials beyond the factors identified in the technology acceptance model (TAM).

Design/methodology/approach

Data was collected from 252 respondents through a structured survey questionnaire to comprehend MSP adoption. Partial least squares structured equation modelling was applied for analysis.

Findings

The theoretical lens of TAM was applied for the study. Results indicated that over and above TAM, millennials’ intention to use of MSPs was moderated by ethical expectations, as well as ethnocentric thinking. The study, thus, extended TAM theoretical conversation by including factors of consumer ethnocentric behaviour and customer ethical considerations.

Research limitations/implications

This study modifies the TAM factors theoretically by including two new factors, namely, customers’ ethical expectations and ethnocentric thinking.

Practical implications

This study results would help MSP firm managers comprehend the importance of consideration of consumer ethnocentric behaviour and customer ethical considerations. Thus, managers have to include in their MSPs’ aspects of customers’ ethical expectations and ethnocentric thinking while marketing their MSPs’ while doing business with millennials.

Originality/value

This was one of the first studies that extended TAM by adding the factors of ethical expectations and ethnocentric thinking in the context of MSP adoption for millennial customers.

Citation

Bhattacharyya, S.S., Verma, S. and Sampath, G. (2020), "Ethical expectations and ethnocentric thinking: exploring the adequacy of technology acceptance model for millennial consumers on multisided platforms", International Journal of Ethics and Systems, Vol. 36 No. 4, pp. 465-489. https://doi.org/10.1108/IJOES-04-2020-0039