新兴经济体中创新科技产品和服务的消费者采用研究

Anshu Sharma, A. Gandhi
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引用次数: 1

摘要

目的本研究旨在探讨消费者对创新科技产品和服务(ITPS)的采用行为。设计/方法/方法采用半结构化的深度访谈对47名受访者进行了定性研究。研究人员研究了他们在50多个ITPS中的生活经历。一个扎根的理论方法被用来发展一个理论,参考消费者采用ITPS。在收养过程中出现的主题,如收养的触发因素(迫切需要,使生活更愉快,渴望获得和强迫入会);消费者在评估过程中面临的犹豫(价值定位、利用、生态系统、新技术和价格的风险);以及有助于克服犹豫的因素(口口相传、降低风险的计划和自我设计的策略)。实际意义革新者必须了解顾客的触发因素,并设计出能激发同样因素的产品——解决迫切的需求或使生活更愉快。单纯受获取欲望驱使的用户可以成为激进创新的早期口碑来源。必须设计和沟通创新,以尽量减少犹豫。可以提供等额每月分期付款和退货政策等缓解方案,使客户能够克服犹豫。价格、风险、信仰、传统和民族主义价值观等因素都很重要,尤其是在新兴经济体中。原创性/价值本研究以扎根理论为基础,以用户为中心,解释了新兴经济体背景下50+ ITPS的创新采用现象。
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Consumer adoption study for innovative technology products and services in an emerging economy
Purpose This study aims to explore the adoption behaviour of consumers towards innovative technology products and services (ITPS). Design/methodology/approach A qualitative study using semi-structured in-depth interviews was conducted with 47 respondents. Their lived experiences across 50+ ITPS were studied. A grounded theory approach was used to develop a theory with reference to consumer adoption of ITPS. Findings Themes emerged across the adoption process, such as triggers for adoption (pressing need, making life more pleasurable, urge to acquire and forced initiation); hesitancies faced by consumers during evaluation (value alignment, utilization, ecosystem, risks with new technology and price); and factors that help in overcoming the hesitancies (word of mouth, de-risking schemes and self-devised strategies). Practical implications Innovators must understand customer triggers and design offerings that activate the same – addressing a pressing need or making lives more pleasurable. Users driven purely by an urge to acquire can be a source of early word of mouth for radical innovations. Innovations must be designed and communicated to minimize hesitancies. Mitigating schemes such as equated monthly installment and return policy can be offered to empower customers to overcome hesitancies. Factors such as price, risk, beliefs, traditions and nationalistic values assume importance, specifically in an emerging economy. Originality/value This study based on grounded theory keeps the user at the centre and explains the innovation adoption phenomenon for a wide variety of 50+ ITPS in the context of an emerging economy.
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来源期刊
CiteScore
6.30
自引率
10.30%
发文量
32
期刊介绍: The International Journal of Innovation Science publishes fundamental and applied research in innovation practices. As the official journal of the International Association of Innovation Professionals (IAOIP), the journal is a forum for the exchange of advanced knowledge in innovation, including emerging technologies and best practices, tools and techniques, metrics, and organization design and culture; as well as the stakeholder engagement, change management, and leadership skills required to ensure innovation succeeds. Areas of Coverage: -Innovation processes, methods, techniques- Individual''s role in Innovation- Improvements in HR, marketing, finance, or other disciplines that enable innovation- Innovation practices in specific industries or countries- Innovation centers, incubators, labs...- Regional or national economic development/policies related to innovation- Innovation competency, skills- Innovation conventions, competitions, or training- Innovation for entrepreneurs-Regional impacts on innovation- Growing innovationthrough university programs- Attracting innovative companies and entrepreneurs
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