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Understanding Consumers' Predispositions Toward New Technological Products: Taxonomy And Implications For Adoption Behaviour

Author

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  • RUTH MARIA STOCK

    (Department of Marketing and Human Resource Management, Technische Universität Darmstadt, Hochschulstr. 1 64287 Darmstadt, Germany)

  • CHRISTIAN SCHULZ

    (Department of Marketing and Human Resource Management, Technische Universität Darmstadt, Hochschulstr. 1 64287 Darmstadt, Germany)

Abstract

Consumers' rapid adoption of new products is a key factor in firms' market success. To adequately address consumer requirements and thereby increase their adoption of technological products, firms need knowledge about consumers' predispositions toward those products. Some consumers are simply more ready to adopt new products than others, which leaves firms puzzled as to how they should optimally market their new products. This study proposes a taxonomy, based on consumers' predispositions toward technological products. Relying on trait theory and data from 738 consumers, it identifies four consumer patterns that differ in their adoption behaviour. More intrinsically oriented consumers (i.e., technology all-rounders and hedonic technology users), driven by fun and their interest in technological products, express relatively high speed of adoption. In contrast, consumers who are directed by an extrinsic orientation (i.e., utilitarian technology users) or who score low on both intrinsic and extrinsic orientation (i.e., technology stragglers) exhibit the strongest reluctance to adopt new products.

Suggested Citation

  • Ruth Maria Stock & Christian Schulz, 2015. "Understanding Consumers' Predispositions Toward New Technological Products: Taxonomy And Implications For Adoption Behaviour," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 19(05), pages 1-30.
    • Handle: RePEc:wsi:ijimxx:v:19:y:2015:i:05:n:s1363919615500565
    DOI: 10.1142/S1363919615500565
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    Cited by:

    1. Francisco J. Santos-Arteaga & Debora Di Caprio & Madjid Tavana & Aidan O'Connor, 2017. "Formalising The Demand For Technological Innovations: Rational Herds, Market Frictions And Network Effects," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(02), pages 1-43, February.

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