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| Tekijä: | Arts, J.W.C. Frambach, R.T. Bijmolt, T.H.A. |
| Otsikko: | Generalizations on consumer innovation adoption: a meta-analysis on drivers of intention and behavior |
| Lehti: | International Journal of Research in Marketing
2011 : JUN, VOL. 28:2, p. 134-144 |
| Asiasana: | consumer behaviour innovation new products |
| Vapaa asiasana: | intentions |
| Kieli: | eng |
| Tiivistelmä: | Prior research has shown that consumer intentions to adopt innovations often predict adoption behaviour poorly. A central reason for this may be that the assessment criteria consumers use in both stages of the adoption process weigh differently. Using construal level theory, the authors develop expectations on the influence of innovation characteristics through the intention and behavior stages of the adoption process. Using meta-analysis, they derive generalizations on intention drivers and actual innovation adoption behavior. The results indicate significant differences across both stages. Consumers show higher levels of adoption intention for more complex innovations better matching their needs and involving lower uncertainty. Nevertheless, consumers actually adopt innovations with less complexity and higher relative advantages. Adopter psychographics are found to be influential in both stages, while demographics don't explain the phenomenon well. These results have implications for innovation adoption theory, for managers connected in new product and service marketing, and for future research on innovation adoption. |
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