Generalizations on Consumer Innovation Adoption: A Meta-Analysis on Drivers of Intention and Behavior
International Journal of Research in Marketing, Vol. 28, No. 2, pp. 134-144, 2011
40 Pages Posted: 9 Feb 2012
Date Written: June 1, 2011
Previous research has shown that consumer intentions to adopt innovations are often poor predictors of adoption behavior. An important reason for this may be that the evaluative criteria consumers use in both stages of the adoption process weigh differently. Using construal level theory, we develop expectations on the influence of innovation characteristics across the intention and behavior stages of the adoption process. Using meta-analysis, we derive generalizations on drivers of intentions and actual innovation adoption behavior. The results show important differences across both stages. Consumers show higher levels of adoption intention for innovations that are more complex, better match their needs, and involve lower uncertainty. However, consumers are found to actually adopt innovations with less complexity and higher relative advantages. Adopter demographics are found to explain little variance in adoption intention and behavior, whereas adopter psychographics are found to be influential in both stages. These findings have implications for innovation adoption theory, for managers involved in new product and service marketing, and for future research on innovation adoption.
Keywords: innovation adoption, intention versus behavior, meta-analysis
JEL Classification: M31
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