Parallel mediation analysis of technology performance expectancy, technology paternalism and rumination on greater materialism

The theory of planned behavior explains consumers will act when they have favorable attitudes and the ability to make a change possible. Contemporary industrialized societies have generally accepted technological advancements because of their perceived benefits to daily efficiencies [(i.e. technology performance expectancy (TPE)]. In the digital era, technology has increased productivity and what consumers can own (e.g. smartphones with advanced capabilities). While research has studied TPE and adoption, less is known about how technology-related beliefs translate into broader motivational value orientations (e.g. materialism). Consumer electronics are material goods that also symbolize social status and are perceived as a source of happiness. Parallel mediation path analysis evinced TPE associated to greater materialism. TPE associated to less technology paternalism (mediator) and thereby greater materialism. TPE associated to less rumination (mediator) and thereby greater materialism. Business implications discuss how marketers can appeal to high-tech consumers.