Consumer Adoption Of Innovations Research Articles

Be careful of the sharp Edges! how and why circular versus angular shapes influence consumer adoption of new products

One of the key psychological barriers to consumer innovation adoption is the perceived learning costs associated with new products. This study proposes a novel product design strategy to increase consumer adoption of new products by reducing inferred learning costs through the design of product shapes. One field experiment and three lab experiments showed that circular (vs. angular) shapes of new products decreased perceived learning costs, which, in turn, enhanced consumer innovation adoption intentions. Furthermore, the positive effect of circular shapes is attenuated when external cues of reduced learning costs are present (vs. absent) and when the goal of seeking product capability (vs. ease of use) is salient.

Emotions and consumers’ adoption of innovations: An integrative review and research agenda

The dominant models of innovation adoption have traditionally overlooked the role of emotions, despite the relevance of this construct in consumer decision-making. To address this historical gap, a notable stream of research on emotions in innovation adoption has emerged in recent years. To enrich our understanding of the psychology of innovation adoption, this paper integrates insights from research on emotions in psychology with a systematic review of the literature on consumer emotions in innovation adoption. Drawing on well-established theories of emotions and decision-making, we derive five fundamental dimensions that help define the role of emotions in the consumer adoption of innovations. A systematic review of existing evidence within the specific field of innovation adoption summarises the existing evidence through the lens of the five dimensions. The contributions of the paper are twofold. First, the paper offers a novel perspective that provides a deeper understanding of emotions as a psychological mechanism enabling or impeding innovation adoption. Second, we set an agenda for invigorating research in this important domain.

Yes, but not now! Why some users procrastinate in adopting digital product updates

Users of digital products (such as mobile apps or software) are frequently offered new versions in the form of updates. While updates can deliver benefits, they may also interfere with the ongoing use of digital products. We investigate why digital product users might delay implementing adoption intentions (which we term adoption procrastination) of updates. Three experimental studies show that while users may intend to adopt new versions, they deliberately delay adopting them under certain conditions. Specifically, we identify how perceived changes in the new version can trigger annoyance, leading to adoption procrastination. We further identify anticipated inaction regret as a counteracting mechanism, which reduces adoption procrastination. Our research makes theoretical and empirical contributions to consumer innovation adoption literature. First, we introduce the novel concept of adoption procrastination, expanding previously examined adoption-related decisions. Second, we propose and empirically test cognitive and affective mechanisms determining digital product users’ adoption procrastination.

Announcement: Winner of 2021 Jan-Benedict Steenkamp Award for Long-Term Impact

Announcement: Winner of 2021 Jan-Benedict Steenkamp Award for Long-Term Impact

An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces

An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces

An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces

So called innovations may improve consumer wellbeing in subsistence marketplaces. However, there is little research that integrates the area with the vast literature on innovation adoption. Using a questionnaire where respondents were asked to provide their evaluations about a mobile banking innovation, this research fills this gap by providing empirical evidence of the applicability of existing innovation adoption models in subsistence marketplaces. The study was conducted in Bangladesh among a geographically dispersed sample. The data collected allowed an empirical comparison of models in a subsistence context. The research reveals the most useful models in this context to be the Value Based Adoption Model and the Consumer Acceptance of Technology model. In light of these findings and further examination of the model comparison results the research also shows that consumers in subsistence marketplaces are not just motivated by functionality and economic needs. If organizations cannot enhance the hedonic attributes of a pro-poor innovation, and reduce the internal/external constraints related to adoption of that pro-poor innovation, then adoption intention by consumers will be lower.

An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces

Abstract So called “pro-poor” innovations may improve consumer wellbeing in subsistence marketplaces. However, there is little research that integrates the area with the vast literature on innovation adoption. Using a questionnaire where respondents were asked to provide their evaluations about a mobile banking innovation, this research fills this gap by providing empirical evidence of the applicability of existing innovation adoption models in subsistence marketplaces. The study was conducted in Bangladesh among a geographically dispersed sample. The data collected allowed an empirical comparison of models in a subsistence context. The research reveals the most useful models in this context to be the Value Based Adoption Model and the Consumer Acceptance of Technology model. In light of these findings and further examination of the model comparison results the research also shows that consumers in subsistence marketplaces are not just motivated by functionality and economic needs. If organizations cannot...

Generating and Assessing Consumer’s Innovation Adoption through Consumer Innovativeness, Innovation Characteristics and Perceived Brand Innovativeness

Concerning the digitalism, globalization and competition; offering innovative products or services starts to become a critical issue for banks. Banks adapt its technological infrastructure for mobile banking applications to serve in more efficient and valuable way to their existing and potential customers. Unlike with the western countries, mobile technologies usage in developing countries have skipped lots of steps and become so popular. So for, one of the emerging market was chosen for the data collection and data were collected via internet survey with 451 participants. The effects of innovation characteristics (compatibility, ease of use, perceived usefulness, observability, perceived risk), consumer innovativeness and consumer perceived brand innovativeness on consumer innovation adoption were investigated in a holistic model. The results suggested that innovation characteristics had the most impact on consumer innovation adoption. Among these characteristics, compatibility and observability were most influential factors. Consumer innovativeness also affected adoption of innovations. However, contrary to the expectations, consumer perceived brand innovativeness’ effect on adoption was not supported. Future research directions and managerial implications were also given.

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

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.

Consumer Innovation Adoption Stages and Determinants

Existing research on innovation adoption is divided into two main streams: organizational innovation adoption and individual (consumer) innovation adoption. Proponents of both perspectives approach the topic in a variety of ways. Contrary to the organizational adoption, research on the consumer adoption investigates the determinants of adoption/non-adoption without considering the innovation-decision as a process. Particularly, for high involvement innovations that require efforts in terms of cost, money, and resources to switch to a new routine and behavior, innovation adoption as a multi-stage process is most relevant. In line with Rogers' (2003) multi-stage individual adoption process, this study aims to first explore the existence of distinct stages of innovation adoption and then identify the different determinants of each stage of adoption. To address both research questions, an exploratory factor analysis (EFA) and a structural equation modeling (SEM) technique were used. Data was collected from individuals using two different online surveys on smartwatch and alternative engine cars (AECs). Data from the first survey was used to extract factors using EFA. The results confirmed the existence of five distinct stages: knowledge, persuasion, decision, implementation, and confirmation. Based on these results, data from the second online survey was used to identify the predictors of each stage. Different determinants in terms of perceived innovation characteristics of AECs were analyzed using a structural model. In line with temporal distance theories and loss aversion theory, the findings show that perceived benefits of an innovation explain variation in persuasion stage, while perceived losses impact implementation stage. Decision and confirmation stages on the other hand are less explained. The study contributes by confirming the existence of distinct stages of consumer adoption of high involvement innovations and developing a framework which not only determines the direction but also the strength of the relationships between different determinants and adoption stages.

Gamified Information Presentation and Consumer Adoption of Product Innovations

This research examines the effect of gamified information presentation—conveying information about a product innovation in the form of a game—on consumer adoption of that innovation. The key hypothesis is that gamified information presentation promotes consumer innovation adoption and that it does so through two parallel psychological processes—by increasing consumer playfulness, which stimulates curiosity about the innovation, and by enhancing the perceived vividness of information presentation, which increases the perceived advantage of the innovation relative to (less innovative) competing products. Evidence from seven studies, including two field experiments, supports this theorizing. The results also show that for gamified information presentation to increase innovation adoption, it is essential that the information is integrated into the game. These findings advance the understanding of the psychological forces that govern how consumers respond to receiving product information in the form of games, and they have important practical implications for how firms might use gamified information presentation to promote sales of new products.

Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior

Previous research has shown that consumer intentions to adopt innovations are often poor predictors of adoption behavior. An important reason for this may be that the evaluative criteria consumers use in both stages of the adoption process weigh differently. Using construal level theory, we develop expectations on the influence of innovation characteristics across the intention and behavior stages of the adoption process. Using meta-analysis, we derive generalizations on drivers of intentions and actual innovation adoption behavior. The results show important differences across both stages. Consumers show higher levels of adoption intention for innovations that are more complex, better match their needs, and involve lower uncertainty. However, consumers are found to actually adopt innovations with less complexity and higher relative advantages. Adopter demographics are found to explain little variance in adoption intention and behavior, whereas adopter psychographics are found to be influential in both stages. These findings have implications for innovation adoption theory, for managers involved in new product and service marketing, and for future research on innovation adoption.

Post‐adoption online shopping continuance

PurposeThe purpose of this paper is to examine post‐adoption usage of the internet as a shopping channel. It aims to examine the effects of innovation attributes on post‐adoption shopping behaviours to determine whether factors predicting initial adoption will be effective in predicting post‐adoption. It also aims to examine the links between two usage patterns (purchasing experience product versus search product) and online shopping continuance. The paper also seeks to compare strength of identified links among innovation attributes, online purchase behaviors and online shopping continuance.Design/methodology/approachAn online survey of a national sample of online shoppers identifies online purchase behaviours for search and purchase goods; data are analysed using structural equation modelling to test the proposed model and the hypotheses.FindingsThe analysis finds support for the proposed research model and indicates that experience product purchasing has the most salient effect on online shopping continuance. Innovation attributes predicting initial adoption do not play the same roles in post‐adoption usage.Research limitations/implicationsThe survey suffered from self‐selection and self‐reporting limitations normally associated with a panel sample.Practical implicationsPost‐adoption actual use behaviour is the most robust predictor of channel‐loyal shopping behaviour; therefore, focusing solely on improving online shoppers' favourable perceptions or positive attitudes toward shopping online might not be an efficient approach.Originality/valueThis research contributes to the marketing literature on consumer innovation diffusion by extending the consumer innovation adoption process to the post‐adoption context.

A Two‐Step Estimation of Consumer Adoption of Technology‐Based Service Innovations

Firms initially offer new technology‐based services to a limited number of customers to reduce risks and maximize their returns on the investments in the new technology. Consequently, consumers’ adoption of new technology‐based services is restricted by the limited access provided by the businesses. A model of consumer adoption was developed and estimated via a two‐step procedure. A significant sample selection bias was found with regard to access when estimating consumer adoption of a relatively new innovation, computer banking, but no such bias was found for a mature innovation, ATMs.

Consumer adoption of technological innovations

This paper introduces a conceptual model of consumer innovation adoption based on knowledge and compatibility. More specifically, innovation adoption is proposed to be determined by four adopter groups: technovators, supplemental experts, novices, and core experts, and the interaction between their knowledge and compatibility with the technological innovation. Compatibility occurs when a potential adopter perceives the innovation as being consistent with his/her existing values, past experiences, and needs. The model presented is intended to help researchers and practitioners successfully identify potential adopters of a technological innovation.