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

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dc.contributor.advisor Towhidul, Islam
dc.contributor.advisor Noseworthy, Theodore
dc.contributor.author Xu, Fangzhou
dc.date.accessioned 2014-04-11T12:58:05Z
dc.date.available 2014-04-11T12:58:05Z
dc.date.copyright 2014-04
dc.date.created 2014-04-08
dc.date.issued 2014-04-11
dc.identifier.uri http://hdl.handle.net/10214/7887
dc.description.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. en_US
dc.language.iso en en_US
dc.subject innovation en_US
dc.subject social network en_US
dc.subject schema congruity en_US
dc.subject time of adoption en_US
dc.subject perceived risk en_US
dc.title Influence Of Perceived Risk On Core Innovation: The Role Of Social Influence In Managing Uncertainty en_US
dc.type Thesis en_US
dc.degree.programme Marketing and Consumer Studies en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Marketing and Consumer Studies en_US
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