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Determinants Of User Innovator Behaviour In The Silver Market

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  • KONSTANTIN WELLNER

    (Technical University Hamburg-Harburg, Schwarzenbergstr. 95D 21073 Hamburg, Germany)

  • CORNELIUS HERSTATT

    (Technical University Hamburg-Harburg, Schwarzenbergstr. 95D 21073 Hamburg, Germany)

Abstract

The existing research on the behaviour of user innovators has focused almost exclusively on younger users. In light of the demographic shift and the increasing importance of the "Silver Market" segment (customers 55 years plus), we analysed whether important determinants of user innovator behaviour (use experience, product knowledge, technical expertise, and the lead user components) exert the same influence among older users. We conducted a study in the camping and caravanning industry and included 333 respondents from 19 to 86 years of age. The innovator share among older users was slightly lower (43% versus 57%). While use experience and product knowledge turned out less important for older users in our sample, technical expertise materialised as the most important determinant. Additionally, being ahead of trend is stronger related to dissatisfaction with existing products among older users. We found additional evidence that users with high use experience suffer from functional fixedness.

Suggested Citation

  • Konstantin Wellner & Cornelius Herstatt, 2014. "Determinants Of User Innovator Behaviour In The Silver Market," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 18(06), pages 1-24.
    • Handle: RePEc:wsi:ijimxx:v:18:y:2014:i:06:n:s1363919614400143
    DOI: 10.1142/S1363919614400143
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    References listed on IDEAS

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    1. Florian Kohlbacher & Cornelius Herstatt (ed.), 2011. "The Silver Market Phenomenon," Springer Books, Springer, edition 2, number 978-3-642-14338-0, December.
    2. Herstatt, Cornelius & Lüthje, Christian & Lettl, Christopher, 2001. "Innovation search fields with Lead Users," Working Papers 9e, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    3. Florian Kohlbacher & Cornelius Herstatt (ed.), 2008. "The Silver Market Phenomenon," Springer Books, Springer, number 978-3-540-75331-5, December.
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    1. Lew, Jia Hui & Marwede, Malte & Herstatt, Cornelius, 2015. "Does cognitive distance affect product development for distant target groups? Evidence from the literature using co-citation methodology," Working Papers 89, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.

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