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

Sang-Hoon Kim and Hyun Jung Park

Journal of Business Research, 2011, vol. 64, issue 11, 1190-1194

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.

Keywords: Innovation adoption; Social influence; Duration analysis; Prompted adoption (search for similar items in EconPapers)
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:11:p:1190-1194

DOI: 10.1016/j.jbusres.2011.06.021

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