Lecture 3: adoption

Question 1

what are two different theories/models to get an understanding of buying behaviour?

Answer 1

1. Technology Acceptance model (Davis 1989)
   - Based on theory of planned behaviour
   - Especially used in information systems field
2. Adaption theory ( Rogers 1962/1995)
   - Applied for wide set of innovations
   - More extensive model

Question 2

What are the different adopter categories according to Rogers’?

Answer 2

In de vorm van een parabool:

Innovators - eerste 2,5%
Early adopters - 13,5%
Early majority - 34%
Late majority - 34%
Laggerds - 16%

Question 3

explain the technology acceptance model

Answer 3

Perceived ease of use and perceived usefulness influence ttitude towards using –> behavorial intention to use –> actual system use

Question 4

Explain Rogers’ adoption model

Answer 4

Adopter charcteristics and perceived innovation characteristics affect adoption

Question 5

What are adopter characteristics according to Rogers’ adoption model

Answer 5

Adopter characteristics;
- Socio-economic variables (age, income, education)
- Psychological variables (product involvement, innovativeness
- Communication-related variables (use of mass media, size personal network)

Question 6

What are the perceived innovation characteristics according to Rogers’ adoption model?

Answer 6

Preception is very important here, this makes people differ in the level of adoption, because of different perceptions

• Relative advantage
  Perceived advantage of the innovation compared to other products that are currently available
• compatibility
  with norms, values, beliefs, habits, and previous investments. - do you need to change something to make use of the innovation?
• Complexity
  level of difficulty to understand/use the innovation
• Trialability
  Can you use/try the innovation on a smaller scale before you go all in on using the innovation
• Observability
  To demonstrate the result of using the innovation

Question 7

What is the difference between diffusion and innovation?

Answer 7

Difusion focus on the market (aggregate level), it is about the spread of difusion over time

Question 8

What are different stages of the adoption process?

Answer 8

• Knowledge
• Persuasion
• Decision
• Implementation
• Confirmation

Question 9

What are variables that determine adoption of organizations (for organizations point of view)?

Answer 9

• Size
• Structure
• Organizational culture
• Product champion
• Decision making unit
• Network participation

Question 10

What is meant with pro-innovation bias?

Answer 10

The (implicit) assumption in adoption research that an innovation should be diffused and adopted by all members of a social system (Rogers 1995)

Question 11

What is a reason for non adoption?

Answer 11

Loss aversion
-> when people possess a thing, they usually are not willing to switch, because of loss aversion.
unless gains outweigh the losses, customers will not adopt innovation

• Intensifies over time; the longer people have something, the more inert they become

Question 12

Beyond non-adoption, there is resistance, what are different reasons for resistance?

Answer 12

• Satisfaction with current product
• Anti-consumerism
• Regret about investments in current product
• indecisiveness to about making trade-offs
• Fear for making life more complicated
• Fear for dependence on technology
• Fear for depersonalizing

Question 13

What can be different levels of resistance?

Answer 13

Opposition
Passive rejection
Postpone adoption

Question 14

What is the main ‘theory’ of the article by Plouffe et al (2001)?

Answer 14

Multi-stakeholder adoption
The adoption depebds ib the adoption on different stakeholder groups

Question 15

What are the consequences of multi-stakeholder adoption?

Answer 15

1. A variable is important for one stakehplder, but not for another
2. A variable may have different meanings for different stakeholders
3. Interactions (A’s adoption might depend on B)