Consumers' switching to disruptive technology products: The roles of comparative economic value and technology type

Apinya Kamolsook, Yuosre F. Badir and Björn Frank

Technological Forecasting and Social Change, 2019, vol. 140, issue C, 328-340

Abstract: This study explores consumers' motivations to switch to new products in the context of disruptive innovation, and investigates the role of technology differences (i.e., network externality vs. stand-alone technology). Switching from an existing technology product to a disruptive technology product (DTP) involves not only benefits but also requires major sacrifices, which are not encountered in the context of continuous innovation. To model the tradeoff between the benefits and sacrifices, this study extends the unified theory of acceptance and use of technology (UTAUT) model by introducing the construct of comparative economic value (CEV). Based on Thai consumer data, analyses support the hypothesized mediating role of CEV. CEV mediates the effects of performance expectancy, effort expectancy, and facilitating conditions, and partially mediates the effect of social influence on the DTP switching intent. Multi-group analysis shows that CEV depends more on effort expectancy for network externality technology and more on the performance expectancy for stand-alone technology.

Keywords: Consumer switching intent; Disruptive technology; Technology adoption; Network externality; Discontinuous technology (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:140:y:2019:i:c:p:328-340

DOI: 10.1016/j.techfore.2018.12.023

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