If at first you don't adopt - Investigating determinants of new product leapfrogging behavior
本文通过文献综述、定性研究和大规模实证，系统探究消费者跨越式行为的决定因素，并引入新构念“跨越倾向”来解释消费者拒绝当前产品、等待下一代产品的心理机制。
In times of rapid technological advancements, consumers often reject new products as they intentionally postpone their adoption until significant technology improvements are available. This phenomenon is commonly called consumer leapfrogging behavior. While previous studies have found vast empirical evidence for the occurrence and detrimental effects of such behavior, only a few studies have focused on investigating the nature and determinants of consumer leapfrogging. Hence, this article systematically explores and empirically validates potential determinants of consumer leapfrogging behavior by applying a multimethod approach. First, we conducted a systematic literature review to summarize the current research. Second, we applied a qualitative study to identify potential reasons for consumer leapfrogging behavior. The results show that known theoretical rationales for innovation rejection behavior tied to active and passive innovation resistance do not comprehensively account for the complex psychological processes of this behavior. Consequently, we introduce a new construct called “leap disposition” to explain consumers’ disposition to reject a new product and instead wait for a superior subsequent product generation. Third, we empirically validate and quantify the relative importance of both established constructs (i.e., active and passive innovation resistance), as well as the newly introduced leap disposition, for leapfrogging behavior within a large-scale study.