Detail Intra-unit diffusion: Model development and empirical test Bibliografi Author: Pechmann, Cornelia (Advisor); Shih, Chuan-Fong ; Venkatesh, Alladi (Advisor) Topik: BUSINESS ADMINISTRATION; MARKETING Bahasa: (EN )    ISBN: 0-599-73008-0     Penerbit: UNIVERSITY OF CALIFORNIA, IRVINE     Tahun Terbit: 2000     Jenis: Theses - Dissertation Fulltext: 9968257.pdf (0.0B; 3 download) Abstract An aspect of diffusion that is important but often overlooked by marketing researchers is the intra-unit diffusion. The concept of intra-unit diffusion deals with how an innovation spreads within the unit of adoption as opposed to how it spreads across units of adoption. It seeks to understand how the innovation, once adopted, is integrated into the unit of adoption through the use of the innovation. The importance of this concept is the fact that adoption does not necessarily imply the successfulness of diffusion, rather, throughout the life cycle of the innovation, disadoption and abandonment occur and thus the act of purchase or adoption does not guarantee the innovation will be successfully integrated. For an innovation to be considered integrated, it entails that the innovation is put to regular practice or use by the unit of adoption (a high extent of diffusion within the unit), behaviors that we cannot observe by investigating solely the act of adoption. This dissertation seeks to understand the use of computing technologies in the home, the factors that impact various behaviors, and the consequences of such behaviors. In order to accomplish this task, a theoretical framework of Intra-Unit Diffusion was developed that tries to tie together different streams of conceptual works that predict different computer use patterns. A national telephone survey of computer owners in US using stratified sampling techniques was conducted. The telephone survey was augmented with time-diary data, collected using AppTrack, software specifically designed for this study. Propositions proposed in this dissertation were tested with multinomial logit model and multiple comparison T-tests. Use of computing technology, and changes in such usage behavior, were found to vary greatly among home users. It was found that home user's behavior can explained in part by three major factors: the social context of computer usage, the technological makeup of the technology and the household, and personal variations among users. It was also found that users with different usage behaviors exhibit different level of satisfaction with computers, its impact on daily life, and interest in acquiring new technologies. The findings have implications as to how marketers should position their products and suggest directions towards new product development. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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