The Effects of Inertia, Newness and Demonstration on Innovation Adoption: An E-service Study

• Main Authors: Hsiao-Wan Liu, 劉小婉
• Other Authors: Chyi Jaw
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/40102435486556158572

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 101 === The past Innovation Diffusion research mainly focused on how to make the diffusion speedier and how to make the customers be willing to adopt the innovation, but seldom noticed the customer’s true feeling while facing the innovation. The objective of this study is to explore the effect of the innovation inertia on the customer’s innovation adoption, and this study adopted e-service as the context and innovation inertia as the mediator (complexity→negative emotions→innovation adoption) to establish the framework. Also, this study added newness and demonstration as the moderator to explore what demonstration decreases customer’s innovation inertia in different innovation newness. This study found innovation inertia has a mediate effect in E3 model and newness and demonstration have moderate effect on complexity and innovation inertia. Lastly, this study offered some the analysis and suggestion as the reference for the future researchers.