Business Intelligence

Re-Examining The Factors That Affect Consumer Acceptance Of Innovation

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Executive Summary

This study re-examined the factors that influence consumers' acceptance of innovation. Rogers' widely cited diffusion of innovation characteristics and Ram and Sheth's innovation resistance factors were investigated using a consumer survey. Additional factors relevant to current marketing practices, such as personalization and offer variations, were also included in the survey. The results indicated that Rogers' characteristics were considered relatively important by consumers, however, other factors such as those associated with purchase risk, were perceived to be equally or more important. Additionally, the importance of adoption factors was found to be different across the two product types and the gender of the respondent. The results are discussed in the context of risk assessment and managerial application.

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