Exploring Antecedent Difference between Early and Late Adopters of Disruptive Innovation in E-business Microcredit Context: Evidence from China

Abstract

This paper aims to explore the antecedents affecting adoption intention and behavior independently of early and late adopters of disruptive innovation (DI) in e-business microcredit context in China. The authors make an integrative overview of consumer innovation adoption relevant literature and DI theory, combined with features in e-business microcredit context, to develop a conceptual framework based on seven antecedents. A qualitative approach incorporating focus group interviews and semi-structured interviews was utilized. Findings suggest that adoption intention increases with perceived benefits or innovativeness or knowledge, thus easily becoming early adopters, and vice versa; adoption behavior is hindered with increased perceived risks, thus easily becoming late adopters, and vice versa; mass media has an impact for early adopters, herd behavior and word of mouth for late adopters but no effect for early adopters; perceived compatibility and perceived complexity have no incentives for early or late adopters. This study makes theoretical contribution to DI theory development with regard to its market diffusion and adoption from the demandside perspective, and also provides practical implications for e-business microcredit service and other internet-based financial product adoptions.