Purchase Intentions and the Dimensions of Innovation: An Exploratory Model

Susan L. Holak · Donald R. Lehmann

141 citations0/0 files storedJournal of Product Innovation Management

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Innovation Diffusion and Forecasting Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

The ultimate success of new product R&D depends as much on customer acceptance as on technological breakthroughs. In this article, Susan Holak and Donald Lehmann focus on customer acceptance by exploring the manner in which the general attributes of Rogers (relative advantage, compatibility, complexity, divisibility and communicability) plus perceived risk combine to form the intention to buy an innovation. Results demonstrate a causal structure among these attributes and lead to various implications for R&D guidelines and product design.

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References

1979Prospect Theory: An Analysis of Decision under Risk 1983The diffusion of innovations 1969A New Product Growth for Model Consumer Durables 1982Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings 1984Organization Strategy and Structural Differences for Radical Versus Incremental Innovation 1982Investigating the Not Invented Here (NIH) syndrome: A look at the performance, tenure, and communication patterns of 50 R & D Project Groups 1985A Propositional Inventory for New Diffusion Research 1986Patents and Innovation: An Empirical Study

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