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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

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.

Suggested Citation

  • 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.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:7:p:706-712
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    References listed on IDEAS

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    10. Liu, Chuang-Chun, 2016. "Understanding player behavior in online games: The role of gender," Technological Forecasting and Social Change, Elsevier, vol. 111(C), pages 265-274.
    11. Jong Seok Kim, 2016. "An Investigation of Key Factors Affecting the Adoption of Smartphone in Three Regions," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 13(06), pages 1-19, December.
    12. Arif, Imtiaz & Aslam, Wajeeha, 2014. "Students' dependence on smart phone and its effect on purchase behavior," MPRA Paper 58919, University Library of Munich, Germany.
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