<abstract xmlns="http://www.w3.org/1999/xhtml">

<p> Two of the most critical uncertainties associated with new technology introductions are whether and when the target market will adopt them. A new scale integrates cumulative time intervals and predicts adoption more accurately. Behavioral data collected during a two-year longitudinal study provides empirical evidence for its accuracy. The new measure outperformed two single-intent measures and achieved a hit rate of more than 80 % in predicting whether and when a cell-phone technology was adopted. Adoption likelihood can be estimated without actual sales data and thus be determined prior to the launch of a new product</p>
</abstract>

Two of the most critical uncertainties associated with new technology introductions are whether and when the target market will adopt them. A new scale integrates cumulative time intervals and predicts adoption more accurately. Behavioral data collected during a two-year longitudinal study provides empirical evidence for its accuracy. The new measure outperformed two single-intent measures and achieved a hit rate of more than 80 % in predicting whether and when a cell-phone technology was adopted. Adoption likelihood can be estimated without actual sales data and thus be determined prior to the launch of a new product

I Will … Sooner or Later. Predicting Whether and When Consumers Intend to Adopt New Technologies

Scheller College of Business, Georgia Institute of Technology, Atlanta, USA

Stephen M. Ross School of Business, University of Michigan, Ann Arbor, USA

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Two of the most critical uncertainties associated with new technology introductions are whether and when the target market will adopt them. A new scale...

I Will … Sooner or Later. Predicting Whether and When Consumers Intend to Adopt New Technologies

Pubblicato online: 19 lug 2014

Pagine: 24 - 28

DOI: https://doi.org/10.2478/gfkmir-2014-0031

Parole chiave
Forecasting Methods, Technology Adoption, (Re-)Purchase Intentions, Innovation Management

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

I Will … Sooner or Later. Predicting Whether and When Consumers Intend to Adopt New Technologies

Pubblicato online: 19 lug 2014

Pagine: 24 - 28

DOI: https://doi.org/10.2478/gfkmir-2014-0031

Parole chiaveForecasting Methods, Technology Adoption, (Re-)Purchase Intentions, Innovation Management

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Parole chiave
Forecasting Methods, Technology Adoption, (Re-)Purchase Intentions, Innovation Management