Dissertation: Adoption of Innovative Technologies

Adoption of Innovative Technologies

Do Technology Perceptions Influence Product Choice Behavior?

Electronic Commerce, Marketing & Finance, volume 5

Hamburg , 248 pages

ISBN 978-3-8300-7578-3 (print)
ISBN 978-3-339-07578-9 (eBook)

about this book

deutsch english

The development of new products and their introduction into the market is significantly responsible for growth and sustainable value creation of companies. That is the reason why they belong to the most sensible and important processes in the business-to-consumer- as well as the business-to-business-domain. The recent past shows impressively that innovative technologies are the most important trigger for product innovations. This book focuses on the analysis of critical adoptionfactors of innovative technologies and integrates them to market research methods (choice-based conjoint analysis) to identify whether they influence the decision of the consumer to buy a product or not.

To fulfill this target, the author chooses an interdisciplinary approach and combines the research domains of marketing research (in particular choice modeling) and information systems research (in particular adoption research). The articles in this book analyze four different new technologies (grid computing, web desktops, online communities and smartphones) to identify the critical factors that lead to the adoption of the technology. The integration of these adoptionfactors into the choice-based conjoint analysis provides a new market research method, which is shaped technological product innovations. An empirical study validates that this approach helps to better predict the market success of a new product. Based on the results marketers are able to configure and advertise a new product in order to obtain a successful market introduction.

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