Technology Readiness Index (TRI): Assessing Cross-Cultural Validity

ABSTRACT Generalizability of measurement instruments across different cultures is becoming more important as marketers increasingly engage in cross-cultural research. It is essential to assess whether instruments used to measure relevant constructs in one culture can also be applied to other cultures before any cultural comparisons can be made. The findings of this study suggest that the Technology Readiness Index (Parasuraman 2000 Parasuraman, A. 2000. Technology Readiness Index (TRI): A multiple-item scale to measure readiness to embrace new technology. Journal of Service Research, 2(4): 307–320. [Crossref] , [Google Scholar]) is a cross-culturally valid measurement scale for both American and Chinese consumers. The same four technology-readiness dimensions exist for both consumer groups. This study also provides additional insights into the methodological foundation for cross-cultural studies.