• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of product innovation management >Adoption of Technologically Based Innovations: The Neglected Role of Bounded Rationality
【24h】

Adoption of Technologically Based Innovations: The Neglected Role of Bounded Rationality

机译：采用基于技术的创新：有限理性的被忽视的作用

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The purpose of this research is to examine the possibility of distinguishing between adopters and nonadopters when conceptualizing the drivers of the decision to adopt technologically based innovations. A second research objective is to examine factorial validity through the assessment of the explanatory power of the investigated conceptualization. In the pursuit of these objectives, the theory of bounded rationality represents the underlying theoretical framework, and Internet banking (IB) represents the nomological framework, in which two alternative conceptualizations, one for IB adopters and a second for nonadopters, are considered. "Intention to adopt" and "adoption" are the criterion variables, respectively. To meet the objectives of the study, two different populations are examined: adopters of IB and nonadopters. The former was used to examine the hypothesized framework for predictive validity against actual adoption; the latter was used to examine the predictive validity regarding intention to adopt. To collect data from IB adopters, the four leading banks, which account for approximately 73% of adopters, agreed to place a link to a Web-based questionnaire at the log-in page of their IB system inviting customers to participate in the study. Through this process, 858 useable questionnaires were produced. To reach the nonadopters population, a convenience sample of executive M.B.A. students from two leading Greek universities was employed. Respondents from this sample were screened to ensure that they had never used IB. This process yielded 418 useable questionnaires from the nonadopters population. A major finding from this investigation is that the decision to adopt improves the understanding of adopters regarding the benefits delivered by an innovation. Consequently, they hold a precise, less ambiguous perception of how specific innovation attributes translate into benefits. Hence, when recalling the decision process through which they adopted an innovation, adopters relate specific innovation attributes, including specific benefits received. This situation is displayed in the ability of a direct, first-order model to capture the relationships between specific innovation attributes and the adoption decision. In contrast, nonadopters, having no direct experience with the innovation, lack this familiarity. They require a significantly greater amount of information in order to associate innovation attributes with potential benefits. The intangibility of technologically based service innovation further increases a nonadopter's need for information. However, this increased need for information renders nonadopters subject to cognitive strain, which causes them to aggregate innovation attributes into more abstract constructs. That aggregation was displayed in the ability of a second-order model to capture the relationships between specific innovation attributes and the nonadopters' intention to adopt the innovation in the future. In both occasions though, the instrumental drivers of adoption represent the most powerful explicators of the adoption decision. From a practitioner's perspective, this study shows that managers can structure the content of their communication to facilitate the rise of societal drivers, but they should avoid relying on such elements to quicken the pace of the adoption rate. Rather, at the core of communication campaigns, practitioners should place brief and clear claims demonstrating the instrumental arguments in favor of the adoption decision.
机译：这项研究的目的是在概念化采用技术创新的决定的驱动力时，研究区分采用者和不采用者的可能性。第二个研究目标是通过评估所研究概念化的解释力来检验阶乘有效性。为了实现这些目标，有限理性理论代表了底层的理论框架，而互联网银行（IB）则代表了法理学框架，其中考虑了两种替代概念，一种是针对IB采用者，另一种是非采用者。 “采用意愿”和“采用”分别是标准变量。为了达到研究的目的，研究了两个不同的人群：IB的采用者和非采用者。前者用于检查假设框架对实际采用情况的预测有效性。后者被用来检验关于采用意愿的预测有效性。为了从IB采用者收集数据，约占73％的采用者的四家领先银行同意在其IB系统的登录页面上放置一个基于Web的调查问卷的链接，邀请客户参加研究。通过这一过程，制作了858份可用问卷。为了吸引非采用者群体，我们使用了来自两所希腊领先大学的高管MBA学生的便利样本。筛选来自该样本的受访者，以确保他们从未使用过IB。该过程从非采用者群体中获得了418份可用问卷。这项调查的主要发现是，采用采用的决策可以提高采用者对创新带来的收益的理解。因此，他们对特定创新属性如何转化为收益具有精确，较少含糊的理解。因此，采用者在回顾他们采用一项创新的决策过程时，采用者会关联特定的创新属性，包括获得的特定利益。这种情况以直接的一阶模型捕获特定创新属性与采用决策之间的关系的能力来显示。相反，没有采用该创新经验的非采用者则缺乏这种熟悉度。他们需要大量的信息，以便将创新属性与潜在利益相关联。基于技术的服务创新的无形性进一步增加了非采用者对信息的需求。但是，对信息的这种不断增长的需求使非采纳者容易遭受认知压力，这导致他们将创新属性整合到更抽象的结构中。这种聚集表现在二阶模型捕获特定创新属性与非采纳者将来采用创新意图之间的关系的能力中。但是，在两种情况下，采用的工具驱动因素都是采用决定的最有力的解释者。从从业者的角度来看，该研究表明管理人员可以构建其沟通的内容，以促进社会驱动力的兴起，但他们应避免依靠这些因素来加快采用率。相反，从业人员应该在宣传运动的核心中提出简短明了的主张，以证明有利于采用决定的工具论点。

著录项

  • 来源
    《Journal of product innovation management》 |2012年第5期|p.821-838|共18页
  • 作者

    Spiros Gounaris; Christos D. Koritos;

  • 作者单位

    Strathclyde Business School, Department of Marketing, Stenhouse Building, 173 Cathedral Street, Glasgow G4 ORQ, UK;

    Strathclyde Business School, Department of Marketing, Stenhouse Building, 173 Cathedral Street, Glasgow G4 ORQ, UK;

  • 收录信息
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号