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An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces

Author

Listed:
  • Rajibul Hasan

    (ESC [Rennes] - ESC Rennes School of Business)

  • Ben Lowe

    (Kent Business School, University of Kent)

  • Dan Petrovici

    (Kent Business School, University of Kent)

Abstract

So called "pro-poor" innovations may improve consumer wellbeing in subsistence marketplaces. However, there is little research that integrates the area with the vast literature on innovation adoption. Using a questionnaire where respondents were asked to provide their evaluations about a mobile banking innovation, this research fills this gap by providing empirical evidence of the applicability of existing innovation adoption models in subsistence marketplaces. The study was conducted in Bangladesh among a geographically dispersed sample. The data collected allowed an empirical comparison of models in a subsistence context. The research reveals the most useful models in this context to be the Value Based Adoption Model and the Consumer Acceptance of Technology model. In light of these findings and further examination of the model comparison results the research also shows that consumers in subsistence marketplaces are not just motivated by functionality and economic needs. If organizations cannot enhance the hedonic attributes of a pro-poor innovation, and reduce the internal/external constraints related to adoption of that pro-poor innovation, then adoption intention by consumers will be lower.

Suggested Citation

  • Rajibul Hasan & Ben Lowe & Dan Petrovici, 2019. "An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces," Post-Print hal-01990027, HAL.
    • Handle: RePEc:hal:journl:hal-01990027
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    Cited by:

    1. Eleftherios Soleas, 2021. "Environmental factors impacting the motivation to innovate: a systematic review," Journal of Innovation and Entrepreneurship, Springer, vol. 10(1), pages 1-18, December.
    2. Akareem, Husain Salilul & Ferdous, Ahmed Shahriar & Todd, Mikala, 2021. "Impact of patient portal behavioral engagement on subsistence consumers' wellbeing," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 501-517.
    3. Shobod Deba Nath & Kazi Md. Jamshed & Javed M. Shaikh, 2022. "The impact of the COVID‐19 pandemic on subsistence consumers' well‐being and coping strategies: Insights from India and Bangladesh," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 180-210, March.
    4. McGrath, Lucie Klarsfeld & Kayser, Oliver & Dalsace, Frédéric, 2021. "Mindset drives success: Selling beneficial products at the base of the pyramid," Business Horizons, Elsevier, vol. 64(4), pages 475-487.

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