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Effects of social influence on consumers' voluntary adoption of innovations prompted by others

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  • Kim, Sang-Hoon
  • Park, Hyun Jung
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    Abstract

    Research on innovation adoption focuses on voluntary adoption, although non-voluntary or prompted adoption decisions are prevalent in real life, especially for high-tech products and services. This study aims to investigate the effect of social influence on consumers' innovation adoption in the context of prompted adoption. In particular, the present paper models the duration of voluntary adoption as a function of social norms, attractiveness of the prompter, number of prompters, and so on. Prior knowledge is not only a control variable, but also a moderating variable for a few social factors. This paper validates models relying on the illustrative application of a mobile gift service called Gifticon. The results provide much insight for marketing practitioners on how to accelerate consumers' adoption behavior and therefore the diffusion of innovative products.

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    Bibliographic Info

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

    Volume (Year): 64 (2011)
    Issue (Month): 11 ()
    Pages: 1190-1194

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:11:p:1190-1194

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

    Related research

    Keywords: Innovation adoption; Social influence; Duration analysis; Prompted adoption;

    References

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    1. Bearden, William O & Etzel, Michael J, 1982. " Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 183-94, September.
    2. Randolph B. Cooper & Robert W. Zmud, 1990. "Information Technology Implementation Research: A Technological Diffusion Approach," Management Science, INFORMS, vol. 36(2), pages 123-139, February.
    3. Kulviwat, Songpol & Bruner II, Gordon C. & Al-Shuridah, Obaid, 2009. "The role of social influence on adoption of high tech innovations: The moderating effect of public/private consumption," Journal of Business Research, Elsevier, vol. 62(7), pages 706-712, July.
    4. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    5. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    6. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    7. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 310-21, December.
    8. Park, C Whan & Lessig, V Parker, 1977. " Students and Housewives: Differences in Susceptibility to Reference Group Influence," Journal of Consumer Research, University of Chicago Press, vol. 4(2), pages 102-10, Se.
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    Cited by:
    1. Willy, Daniel Kyalo & Holm-Müller, Karin, 2013. "Social influence and collective action effects on farm level soil conservation effort in rural Kenya," Ecological Economics, Elsevier, vol. 90(C), pages 94-103.

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