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Influence Of Perceived Risk On Core Innovation: The Role Of Social Influence In Managing Uncertainty

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Title: Influence Of Perceived Risk On Core Innovation: The Role Of Social Influence In Managing Uncertainty
Author: Xu, Fangzhou
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Towhidul, IslamNoseworthy, Theodore
Abstract: This paper attempts to investigate how the nature of innovative product attributes can affect consumer innovation adoptions. Specifically, we are interested in how and to what extent peer effects can influence this process. By operationalizing core innovation through changes of core product attributes as extreme incongruity, this research used an experiment design to predict product evaluations and time of adoptions for innovations. A total of 159 participants on-line surveys were collected concerning participants’ responses to the bike products, that differed in the changes of novel attributes. According to the results, participants evaluated innovative products with peripheral novel attributes more favourably and intended to adopt earlier than products with core novel attributes. More importantly, social network influence was reported to moderate such influence through the mediation of perceived risk. Based on the research findings, theoretical and managerial implications of this research are discussed. Limitations and future research directions are also acknowledged.
URI: http://hdl.handle.net/10214/7887
Date: 2014-04


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