Abstract
The failure of substantial number of innovations in the marketplace is of concern to both marketing researchers and managers. One possible reason for this failure is the inappropriate application of innovation diffusion models. Another possible reason is the difficulty in analyzing when and why innovations are desired by the market. Some diffusion researchers have long maintained that a particular set of variables, such as evaluation of innovation attributes, was the best predictor of adoption behavior. Other researchers have championed personal characteristics of adopters as the most predictive variable of adoption. This paper presents an eclectic model of adoption that synthesizes concepts from key research traditions. The paper concludes with a discussion of implications for future diffusion research and theory.
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Hassan, S.S., Scott, S.V. (2015). An Eclectic Perspective to Model Adoption of Technological Innovations. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_14
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