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

See all articles by Joep Arts

Joep Arts

VU University Amsterdam - Department of Information Systems, Marketing and Logistics

Ruud T. Frambach

VU University Amsterdam

Tammo H.A. Bijmolt

University of Groningen - Department of Marketing & Marketing Research

Date Written: June 1, 2011

Abstract

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

Suggested Citation

Arts, Joep and Frambach, Ruud T. and Bijmolt, Tammo H.A., Generalizations on Consumer Innovation Adoption: A Meta-Analysis on Drivers of Intention and Behavior (June 1, 2011). International Journal of Research in Marketing, Vol. 28, No. 2, pp. 134-144, 2011. Available at SSRN: https://ssrn.com/abstract=2001934

Joep Arts

VU University Amsterdam - Department of Information Systems, Marketing and Logistics ( email )

Netherlands

Ruud T. Frambach (Contact Author)

VU University Amsterdam ( email )

De Boelelaan 1105
Amsterdam, 1081 HV
Netherlands

HOME PAGE: http://www.feweb.vu.nl/nl/afdelingen-en-instituten/marketing/staff/t-frambach/index.asp

Tammo H.A. Bijmolt

University of Groningen - Department of Marketing & Marketing Research ( email )

Nettelbosje 2
Groningen, 9747 AE
Netherlands

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