The Impact of Perceived Innovation Characteristics on Technology Adoption

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In Information Technology industry, where technological and marketing conditions are rapidly changing and complex, the development and marketing of technological innovations is an important issue.
In addition, the complexity of technological products impacts their adoption in different ways. Thus, understanding the innovation characteristics influencing consumers’ adoption of emerging technological products is critical for both researchers and practitioners.
This research aims to deepen understanding technology adoption phenomena by examining the impact of perceived innovation characteristics. Innovation diffusion theory is used to evaluate the effects of perceived innovation characteristics and the adoption of innovations.


Keywords: Innovation Diffusion Theory, Innovation Characteristics, Technology Adoption, Regression Analysis
Stream: Technology in Community
Presentation Type: Virtual Presentation in English
Paper: , , , , , Impact of Perceived Innovation Characteristics on Technology Adoption, The


Zehra Bozbay

Research Assistant, Marketing Department, Istanbul University Faculty of Business Administration
Istanbul, Turkey

Zehra Bozbay, Phd is research assistant of marketing at Faculty of Business Administration in Istanbul University. She earned Phd by doctorate thesis named “Identifying the Effects of Country Image and Brand Image on Consumers’ Evaluation of Bi-National Products” in 2007 and MS degree by master thesis named “Examining the Relationship between Customer Satisfaction and Store Loyalty” in 2003 from Istanbul University, Faculty of Business Administration, Turkey. She had graduated from İstanbul University, Faculty of Business Administration in 2001. She had some national and international proceedings and also had some national publications. Zehra Bozbay, Phd currently interested in international marketing, brand image, country image, consumer behavior, customer satisfaction, customer loyalty, retailing and innovation adoption.

Bahar Yasin

Research Assistant, Marketing Department, Istanbul University Faculty of Business Administration
Istanbul, Turkey

Bahar Yasin, Phd is research assistant of marketing at Faculty of Business Administration in Istanbul University. She earned Phd by doctorate thesis named “A Study on Examining the Relationships between Consumers' Shopping Styles and Consumption Values” in 2007 and MS degree by master thesis named “Examining the Relationship between DIY Store Customers' Service Quality Evaluations and Bahavioral Intentions” in 2003 from Istanbul University, Faculty of Business Administration, Turkey. She had graduated from Ege University, Faculty of Business Administration in 2001. She had some national and international proceedings and also had some national publications. Bahar Yasin, Phd currently interested in consumer behavior, service quality, brand management, retailing and innovation adoption.

Ref: T08P0453