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The role of social influence on adoption of high tech innovations: The moderating effect of public/private consumption

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  • Kulviwat, Songpol
  • Bruner II, Gordon C.
  • Al-Shuridah, Obaid
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    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.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 62 (2009)
    Issue (Month): 7 (July)
    Pages: 706-712

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    Handle: RePEc:eee:jbrese:v:62:y:2009:i:7:p:706-712

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Social influence Adoption High tech innovations Public/private consumption;

    References

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    1. Fisher, Robert J & Price, Linda L, 1992. " An Investigation into the Social Context of Early Adoption Behavior," Journal of Consumer Research, University of Chicago Press, vol. 19(3), pages 477-86, December.
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    8. Hausman, Angela & Stock, James R., 2003. "Adoption and implementation of technological innovations within long-term relationships," Journal of Business Research, Elsevier, vol. 56(8), pages 681-686, August.
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    Cited by:
    1. Venkatraman, Meera, 2013. "Consuming digital technologies and making home," Journal of Business Research, Elsevier, vol. 66(12), pages 2626-2633.
    2. Kim, Sang-Hoon & Park, Hyun Jung, 2011. "Effects of social influence on consumers' voluntary adoption of innovations prompted by others," Journal of Business Research, Elsevier, vol. 64(11), pages 1190-1194.
    3. Andrews, Lynda & Bianchi, Constanza, 2013. "Consumer internet purchasing behavior in Chile," Journal of Business Research, Elsevier, vol. 66(10), pages 1791-1799.
    4. Choi, Yung Kyun & Yoon, Sukki & Lacey, Heather P., 2013. "Online game characters' influence on brand trust: Self-disclosure, group membership, and product type," Journal of Business Research, Elsevier, vol. 66(8), pages 996-1003.
    5. Kunz, Werner & Schmitt, Bernd & Meyer, Anton, 2011. "How does perceived firm innovativeness affect the consumer?," Journal of Business Research, Elsevier, vol. 64(8), pages 816-822, August.
    6. Goodrich, Kendall & Mangleburg, Tamara F., 2010. "Adolescent perceptions of parent and peer influences on teen purchase: An application of social power theory," Journal of Business Research, Elsevier, vol. 63(12), pages 1328-1335, December.

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