Abstract
As technological innovations have become an integral part of the world economy in recent decades, predicting acceptance of those products has become a major goal of many researchers in academia and industry. The main objective of this study is to examine the role of social influence and the moderating effect of a product's public/private status on consumers' intended adoption of high-tech innovations. The results indicate that both social influence and adoption attitude have positive effects on consumer intention to adopt an innovation. Specifically, the effect of social influence on adoption intention is fully mediated by consumer attitude. Further, the relationship between social influence and adoption intention is stronger when an innovation is publicly consumed rather than privately consumed. Implications and future research directions are discussed.
| Original language | English |
|---|---|
| Pages (from-to) | 706-712 |
| Number of pages | 7 |
| Journal | Journal of Business Research |
| Volume | 62 |
| Issue number | 7 |
| DOIs | |
| State | Published - Jul 2009 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 9 Industry, Innovation, and Infrastructure
Keywords
- Adoption
- High tech innovations
- Public/private consumption
- Social influence
ASJC Scopus subject areas
- Marketing
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