AUTHOR=Pelegrín-Borondo Jorge , Reinares-Lara Eva , Olarte-Pascual Cristina , Garcia-Sierra Marta TITLE=Assessing the Moderating Effect of the End User in Consumer Behavior: The Acceptance of Technological Implants to Increase Innate Human Capacities JOURNAL=Frontiers in Psychology VOLUME=7 YEAR=2016 URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2016.00132 DOI=10.3389/fpsyg.2016.00132 ISSN=1664-1078 ABSTRACT=
Today, technological implants are being developed to increase innate human capacities, such as memory or calculation speed, and to endow us with new ones, such as the remote control of machines. This study's aim was two-fold: first, to introduce a Cognitive-Affective-Normative (CAN) model of technology acceptance to explain the intention to use this technology in the field of consumer behavior; and second, to analyze the differences in the intention to use it based on whether the intended implant recipient is oneself or one's child (i.e., the moderating effect of the end user). A multi-group analysis was performed to compare the results between the two groups: implant “for me” (Group 1) and implant “for my child” (Group 2). The model largely explains the intention to use the insideable technology for the specified groups [variance explained (