Psychological Factors Behind Innovation Adoption: Affordance Actualisation Model

Abstract

This study examines the determinants of consumer adoption of a new product version that is innovative in design rather than in technology. Drawing on the theory of affordance actualization, the study analyzes consumers’ justification for accepting innovative products in detail. It uses data from an online survey among the buyers of the latest version of iPhone 13 in Taiwan. The research findings reveal a core logical relationship between a new product version and consumer acceptance. Research confirms that self-enhancement and self-verification are strong justifications for consumers to adopt a new product version. Finally, we suggest that enterprises should promote new products considering consumers’ self-enhancement and self-expression.

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