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| Author: | Prins, R. Verhoef, P. C: Franses, P. H. |
| Title: | The impact of adoption timing on new service usage and early disadoption |
| Journal: | International Journal of Research in Marketing
2009 : DEC, VOL 26:4, p. 304-313 |
| Index terms: | new products service diffusion telecommunications industry Netherlands |
| Language: | eng |
| Abstract: | Post-adoption usage may significantly enhance the capturing of revenues from a new service or product, particularly in the case of low usage adopters or disadoption. This article studies how post-adoption usage and disadoption are influenced by adoption timing. A set of longitudinal, individual-level usage data is collected from 6296 adopters of a new telecommunications service (that allows customers to browse the Web via their mobile phones) in the Netherlands. It is found that early adopters exhibit lower initial usage levels than later adopters. However, the post-adoption usage of the early adopters increases, whereas late adopters show a decrease in their usage rates. In addition, disadoption is more in common among later adopters. |
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