Why Innovators Focus on Controllability and Desirability of Product?  

Oleh:

Kwak, Jun sik ; Kim, Kyung Jin

Jenis: Article from Proceeding
Dalam koleksi: 12th ANQ Congress in Singapore, 5-8 Agustus 2014, page 1-7.
Topik: Innovative product; Constural Level Theory; Controllability; Desirability; Early Adopters
Fulltext: IC2-1.4-P0165.pdf (451.66KB)

Isi artikel

Rogers(1962) classified consumer 5 categories according to the rate of adoption about new ideas and technology. The categories of adopters are innovators, early adopters, early majority, late majority and laggards. Especially Innovators and early Adopters are key customers of innovative product. But there were a few researches about how they chose innovative product until now. The purpose of this research was that consumer’s need for power(controllability) and construal level influence to adopt innovative product. Especially, Construal Level Theory says people use a high-level construal to describe distant future events in terms of primary features, whereas people use a low-level construal to describe near future events in terms of secondary features. So, we examined change of innovators focus. We conducted two experiments. For data processing, univariate ANOVA were used to deduct following results. First, High need for power group (there for, High NFP) evaluated innovative product more favorably than low need for power group. Second Product evaluation is more positively in the near future than in the distant future. The difference between high versus low innovativeness was significant. That is, participants in the high innovativeness rated Google glass as more positively. In the near future, high innovative participants are not likely to different with evaluation of Google glass according to Need-For-Power. But low innovative participants with high NFP evaluated Google glass more positively than low innovative participants with low NFP. This result showed that power related message influenced the adoption of innovative product in the near future. In the future research, we will find the key factors to adopt the innovative product more easily

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