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The role of attributes of an innovation as determinants in the adoption process
194
International abstracts of research in marketing
Salvador Ruiz Universidad de Murcia, Spain Magnus S~ideflund Stockholm School of Economics and Business Administration, Sweden
The International Abstracts of Research in Marketing represents a selection of important contributions to the marketing literature that have been originally published in a language other than English. The abstracts have been supplied by area editors in different countries/regions and are organized under the following subject headings; cross references, if any, appear immediately under each abstract.
SUBJECT HEADINGS 1. THE MARKETING ENVIRONMENT 1.1 Consumer Behavior 1.2 Legal, Political, and Economic Issues 1.3 Ethics and Social Responsibility 2. MARKETING FUNCTIONS 2.1 Management, Planning, and Strategy 2.2 Retailing 2.3 Wholesaling 2.4 Channels of Distribution 2.5 Physical Distribution 2.6 Pricing 2.7 Product 2.8 Sales Promotion 2.9 Advertising 2.10 Personal Selling 2.11 Sales Management 3. SPECIAL MARKETING APPLICATIONS 3.1 Industrial 3.2 Nonprofit, Political, and Social Causes 3.3 International and Comparative 3.4 Services 4. MARKETING RESEARCH 4.1 Theory and Philosophy of Science 4.2 Research Methodology
5. OTHER TOPICS 5.1 Educational and Professional Issues 5.2 General Marketing
1 T H E M A R K E T I N G ENVIRONMENT 1.1 Consumer Behavior The Role of Attributes of an Innovation as Determinants in the Adoption Process Innovation attributes identified in adoption theory, context variables, communication processes and responses in the adoption process have been combined in a conceptual model which depicts a hierarchy of their influence on each other. The model has been empirically applied to the adoption of personal computers in small manufacturing firms. The results show that, during the adoption process, a more technological view of an innovation (relative advantage, complexity) changes into an economic investment decision. Schmalen, H and Pechtl, H, 1996, "Die Rolle der Innovationseigenschaften als Determinanten im Adoptionsprozefl", Zeitschrift ~ r betriebswirtschaftliche Forschung (Germany), Vol. 48 (9), pp.816-836. 1
See also 2. 7 Gift-Giving Behavior: A Ritual or an Economic Exchange? Gift-giving behavior by Japanese housewives was investigated. A sample survey of 191 women between the ages of 30 and 40, living in Kobe shows that Japanese housewives tend to present gifts to their friends, relatives and husband's business partners as an economic rather than a social exchange. Minami, Chieko, 1994, "Gift-Giving Behavior: A Ritual or an Economic Exchange?", Advances in Consumer Studies (Japan), Vol. 2 (1), pp.l-28. 2 Evaluation of the Relationship among Service Quality, Satisfaction, and Consumer Attitudes Based on the theoretical discussion about the relationship among satisfaction, service quality and attitude, this article presents empirical evidence that links these three behavioral components. Results
International abstracts of research in marketing
Salvador Ruiz Universidad de Murcia, Spain Magnus S~ideflund Stockholm School of Economics and Business Administration, Sweden
The International Abstracts of Research in Marketing represents a selection of important contributions to the marketing literature that have been originally published in a language other than English. The abstracts have been supplied by area editors in different countries/regions and are organized under the following subject headings; cross references, if any, appear immediately under each abstract.
SUBJECT HEADINGS 1. THE MARKETING ENVIRONMENT 1.1 Consumer Behavior 1.2 Legal, Political, and Economic Issues 1.3 Ethics and Social Responsibility 2. MARKETING FUNCTIONS 2.1 Management, Planning, and Strategy 2.2 Retailing 2.3 Wholesaling 2.4 Channels of Distribution 2.5 Physical Distribution 2.6 Pricing 2.7 Product 2.8 Sales Promotion 2.9 Advertising 2.10 Personal Selling 2.11 Sales Management 3. SPECIAL MARKETING APPLICATIONS 3.1 Industrial 3.2 Nonprofit, Political, and Social Causes 3.3 International and Comparative 3.4 Services 4. MARKETING RESEARCH 4.1 Theory and Philosophy of Science 4.2 Research Methodology
5. OTHER TOPICS 5.1 Educational and Professional Issues 5.2 General Marketing
1 T H E M A R K E T I N G ENVIRONMENT 1.1 Consumer Behavior The Role of Attributes of an Innovation as Determinants in the Adoption Process Innovation attributes identified in adoption theory, context variables, communication processes and responses in the adoption process have been combined in a conceptual model which depicts a hierarchy of their influence on each other. The model has been empirically applied to the adoption of personal computers in small manufacturing firms. The results show that, during the adoption process, a more technological view of an innovation (relative advantage, complexity) changes into an economic investment decision. Schmalen, H and Pechtl, H, 1996, "Die Rolle der Innovationseigenschaften als Determinanten im Adoptionsprozefl", Zeitschrift ~ r betriebswirtschaftliche Forschung (Germany), Vol. 48 (9), pp.816-836. 1
See also 2. 7 Gift-Giving Behavior: A Ritual or an Economic Exchange? Gift-giving behavior by Japanese housewives was investigated. A sample survey of 191 women between the ages of 30 and 40, living in Kobe shows that Japanese housewives tend to present gifts to their friends, relatives and husband's business partners as an economic rather than a social exchange. Minami, Chieko, 1994, "Gift-Giving Behavior: A Ritual or an Economic Exchange?", Advances in Consumer Studies (Japan), Vol. 2 (1), pp.l-28. 2 Evaluation of the Relationship among Service Quality, Satisfaction, and Consumer Attitudes Based on the theoretical discussion about the relationship among satisfaction, service quality and attitude, this article presents empirical evidence that links these three behavioral components. Results