Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior

摘要: Abstract Previous research has shown that consumer intentions to adopt innovations are often poor predictors of adoption behavior. An important reason for this may be the evaluative criteria consumers use in both stages process weigh differently. Using construal level theory, we develop expectations on influence innovation characteristics across intention and behavior process. meta-analysis, derive generalizations drivers actual The results show differences stages. Consumers higher levels more complex, better match their needs, involve lower uncertainty. However, found actually with less complexity relative advantages. Adopter demographics explain little variance behavior, whereas adopter psychographics influential These findings have implications managers involved new product service marketing, future adoption.