Consumer Adoption of Technological Innovations

International Journal of Academic Research in Business and Social Sciences, 2014

The purpose of this article is to study consumer innovativeness and to explore various consumer motivations behind adoption of innovation. Consumers may have different motivations behind adoption of an innovation. Most of the researchers researched different categories of consumer needs which are categorized into three or four main groups: (1) functional needs, the motivations to get functional benefits from the new product and to create more utility, (2) hedonic needs, the motivations to have fun, pleasure, variation etc. (3) social needs, the need for status, prestige and symbolism, uniqueness etc. and (4) cognitive needs, the need for curiosity and a desire for knowledge. This study explores in detail the various motivational drivers for participating in adoption of innovation process. The aim of this paper therefore is to explore user characteristics and motivations that contribute to adoption of innovation process. In-depth interviews were conducted from 20 consumers, selected through convenience sampling, who recently adopted at least one innovation. The main findings of our study indicate that four types of motivations underlie consumer innovativeness and adoption of innovation. These motivations are functional, hedonic, cognitive and social. Functional motivated innovativeness is at the top for adoption of innovations. Second most important reason behind adoption of innovation is hedonic.

International Journal of Electronic …, 2011

According to the literature, the two key factors that govern consumers' adoption of innovative products are perceived product attributes and consumer traits. An IT product, iPad, is considered in a case study of how consumer innovativeness and new product attributes affect consumers' intentions to adopt. The investigation also discusses the effect of consumer innovativeness on the relationship between new product attributes and adoption intentions. Consumer innovativeness and perceived new product attributes are found to influence the adoption of new products, and consumer innovativeness is found moderately to affect the relationships between perceived new production attributes and consumers' adoption intentions.

The results of academic research into consumer innovativeness and its influence on product adoption lack consensus. To help close this gap, the study examines the relationship between consumer innate innovativeness, domain specific innovativeness, vicarious innovativeness, and the adoption of really new consumer electronic products. This study employs a quantitative survey-based approach to test several hypotheses related to consumer innovativeness and really new product adoption. In total, 256 Aus-tralians above the age of 18 completed an online survey and subsequently form the basis of the analysis. Employing structural equation modeling we find that domain specific innovativeness rather than consumer innate innovativeness is the primary influencer of the adoption of such products. We find however that the relationship between domain specific innovativeness and really new product adoption, although positive, is still quite weak. The result highlight the need for further research to more fully understand what drives or explains the adoption of ''really new'' products both in Australia and internationally and to further clarify relationships between innovativeness measures.

Marketing Intelligence & Planning, 2021

PurposeThe purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive and functional motivational elements that lie behind consumer innovativeness. It explores the weak relationship between consumer innovativeness and really new product (novel innovation) adoption and challenges the classic relationship between consumer learning, attitude and intention.Design/methodology/approachThis study adopts a quantitative approach, gathering survey data via an institutional online platform. A total of 300 participants were recruited. Participants were directed to a website presenting the information of the product with the inclusion of 2D and 3D images and an avatar. For data analysis, CFA and structural equation modelling (SEM) were used.FindingsResults indicate a positive impact of attitude on comprehension and intention. In addition, hedonic innovativeness positively impacts customer's attitude, whereas there is a nega...

PsycTESTS Dataset

Purpose-The purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive and functional motivational elements that lie behind consumer innovativeness. It explores the weak relationship between consumer innovativeness and really new product (novel innovation) adoption and challenges the classic relationship between consumer learning, attitude and intention. Design/methodology/approach-This study adopts a quantitative approach, gathering survey data via an institutional online platform. A total of 300 participants were recruited. Participants were directed to a website presenting the information of the product with the inclusion of 2D and 3D images and an avatar. For data analysis, CFA and structural equation modelling (SEM) were used. Findings-Results indicate a positive impact of attitude on comprehension and intention. In addition, hedonic innovativeness positively impacts customer's attitude, whereas there is a negative relationship between social innovativeness and attitude. Motivational elements of innovation, with the exception of hedonic motivation, positively influence purchase intention. Research limitations/implications-The main limitation of the study lies in the measurement of purchase intention, as actual purchases cannot be assessed as the products are not yet available. The findings encourage marketers to target innovators first, ideally innovators motivated by hedonic needs. Practical implications-The findings encourage marketers to target innovators first, perhaps for a longterm, innovators motivated by hedonic needs, as they are the ones who change their attitude positively towards novel innovation when presented in an aesthetically pleasant manner. Originality/value-This study challenges the classic theories identifying the link between comprehension, attitude and purchase intention within the field of innovation. The findings indicate that while interacting with really new products, comprehension does not necessarily lead to attitude and intention but attitude does positively influence both intention and comprehension.

2015

Today, innovation is one of the main concerns of companies’ senior managers. In the new age, organizations on the one hand should be equipped to innovation system in order to preserve their own existence, and on the other hand should adopt methods for production and supply of goods to make their goods and services accepted by the users. The purpose of this study is to determine the impact of individual differences (variety-seeking, risk aversion, and consumer product knowledge) on consumer adoption and attitudes towards innovation in electronic products. This research is applied in terms of objective, and descriptive-survey based on data collection method. The main data collection tool is questionnaire. The statistical population includes electronic products consumers in Rasht city, and using available non-probability sampling method, the sample includes 384 persons. Experts’ views are used to examine the validity of the questionnaire and Cronbach's alpha is used to examine its ...

2010

This study reexamined the factors that influence consumers' acceptance of innovation. Rogers' widely cited diffusion of innovation characteristics and Ram and Sheth's innovation resistance factors were investigated using a consumer survey. Additional factors relevant to current marketing practices, such as personalization and offer variations, were also included in the survey. The results indicated that Rogers' characteristics were considered relatively important by consumers, however, other factors such as those associated with purchase risk, were perceived to be equally or more important. Additionally, the importance of adoption factors was found to be different across the two product types and the gender of the respondent. The results are discussed in the context of risk assessment and managerial application.

Marketing Intelligence & Planning, 2005

Purpose -To assist marketing management in the identification and targeting of consumer innovators for novel products by selectively reviewing and integrating three separate streams of research, namely, trait theory, utility-awareness theory and contemporary cognitive theory. Design/methodology/approach -A range of traditional and contemporary research concerned with the identification of consumer innovators is selectively reviewed and critiqued to enhance marketing management's ability to identify and target the consumer innovator segment. This research, which is addressed under three main sections: personal characteristics, utility-awareness and cognitive structures, is then integrated to provide management with a more comprehensive approach by which to identify and target consumer innovators. Particular emphasis is placed on the contribution of recent cognitive theories. Findings -The trait dependent approaches in particular, are found to be of limited usefulness in that they identify consumer innovators only retrospectively after initial adoption, as opposed to operating in a predictive manner. It is argued that an approach based upon consumer utility-awareness, and the more cognitively orientated analogical learning and embedded knowledge structure approaches can provide management with increased control over the process of new product adoption within a target population. Originality/value -This paper provides management with a new insight into the identification of the consumer innovator by integrating three existing, but somewhat disparate theoretical approaches, and suggests amore comprehensive model for this task.

Journal of technology management & innovation, 2012

The availability of a huge number of studies about the Technology Acceptance Model (TAM) for predicting consumer's acceptance and usage of innovations in points of sale motivates writing of the present. Review, with emphasis on the new variables integrated in the traditional model. This is concerned with a synthesis of the current progresses in the field, thus offering a unified view of consumers' behaviour towards new technical solutions. Such synthesis is achieved from an extensive literature analysis, including computer science, innovation, human-computer interaction, and technology management perspectives. For each case, both opportunities and issues are outlined in order to advance the current knowledge and highlight what practitioners and scholars should take into account for developing new and efficient corporate strategies.

SSRN Electronic Journal, 2017

This Working Paper is published under the auspices of the Department of Management at Università Ca' Foscari Venezia. Opinions expressed herein are those of the authors and not those of the Department or the University. The Working Paper series is designed to divulge preliminary or incomplete work, circulated to favour discussion and comments. Citation of this paper should consider its provisional nature.