First adoption of consumer innovations: Exploring market failure and alleviating factors
研究消费者创新因缺乏商业动机而难以被他人首次采纳的市场失灵问题，发现社区参与能缓解此问题，创业经验和产品新颖性也有一定作用。
Consumers innovate usually for non-commercial motives. They generally lack incentives to diffuse, and this is expected to hamper first adoption – even if consumer innovations are valuable to many other people. We confirm this market failure with survey data of 164 German consumer innovators. First adoption by others is unrelated with general use value, unless the innovator is highly willing to commercialize. Next, as classical diffusion theory does not explain when consumer innovations become available to others, we propose an individual-object-process (I-O-P) framework to study factors alleviating the market failure. The viability of the framework is explored by studying the moderating role of entrepreneurial experience (I), product newness (O) and community engagement during the innovation process (P). First adoption of generally valuable consumer innovations is enhanced when a community was involved. We also find tentative evidence for a moderating role of entrepreneurial experience and product newness.