Consumer adoption study for innovative technology products and services in an emerging economy

背景(考古学) 营销 扎根理论 独创性 口头传述的 价值(数学) 业务 过程(计算) 多样性(控制论) 定性研究 现象 社会学 计算机科学 古生物学 社会科学 物理 量子力学 机器学习 人工智能 生物 操作系统
作者
Anshu Sharma,Aradhana Gandhi
出处
期刊:International Journal of Innovation Science [Emerald Publishing Limited]
卷期号:16 (3): 482-500 被引量:7
标识
DOI:10.1108/ijis-06-2022-0106
摘要

Purpose This study aims to explore the adoption behaviour of consumers towards innovative technology products and services (ITPS). Design/methodology/approach A qualitative study using semi-structured in-depth interviews was conducted with 47 respondents. Their lived experiences across 50+ ITPS were studied. A grounded theory approach was used to develop a theory with reference to consumer adoption of ITPS. Findings Themes emerged across the adoption process, such as triggers for adoption (pressing need, making life more pleasurable, urge to acquire and forced initiation); hesitancies faced by consumers during evaluation (value alignment, utilization, ecosystem, risks with new technology and price); and factors that help in overcoming the hesitancies (word of mouth, de-risking schemes and self-devised strategies). Practical implications Innovators must understand customer triggers and design offerings that activate the same – addressing a pressing need or making lives more pleasurable. Users driven purely by an urge to acquire can be a source of early word of mouth for radical innovations. Innovations must be designed and communicated to minimize hesitancies. Mitigating schemes such as equated monthly installment and return policy can be offered to empower customers to overcome hesitancies. Factors such as price, risk, beliefs, traditions and nationalistic values assume importance, specifically in an emerging economy. Originality/value This study based on grounded theory keeps the user at the centre and explains the innovation adoption phenomenon for a wide variety of 50+ ITPS in the context of an emerging economy.
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