Does customer engagement with internet based services influence adoption of other new products?

Abstract

Abstract The impact of the Internet on how and when individuals decide to adopt new products and services remains a critical yet under examined topic. This research examines the linkage between Internet use and the new product diffusion process through the examination of a very large, detailed, Internet usage dataset. Our 12‐month longitudinal analysis of 34,731 customers' Internet related behaviours indicates that the introduction of Internet based services is positively correlated with expedited adoption behaviour. Customers that utilized a company's Internet related service innovations were over twice as likely to adopt the company's new product offering during the first year of introduction. We conclude by discussing the implications and need for additional research. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.

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