haku: @author Robertson, T. S. / yhteensä: 14
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| Tekijä: | Hardie, B. G. S. Robertson, T. S. Ross, W. T. Jr. |
| Otsikko: | Technology adoption: Amplifying versus simplifyig innovations |
| Lehti: | Marketing Letters
1996 : OCT, VOL. 7:4, p. 355-369 |
| Asiasana: | INNOVATION TECHNOLOGY SPECIALIZATION |
| Kieli: | eng |
| Tiivistelmä: | This paper focuses on the innovation's characteristics. Amplification and simplification positively influence affective response and intention to buy. The adopter characteristics also influence the variables, expertise is a separable construct. Objective and subjective knowledge, and proficiency were identified. The different dimensions in turn had different effects on response to the innovation. Recognizing that product category innovativeness is also a separable construct, innovativeness and ownership were identified. The results show that amplification and simplification are useful, separable dimensions of innovations that appear to have an important impact on the attractiveness of an innovation and on the respondent's intention to buy the innovation. |
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