An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces
通过孟加拉国移动银行创新的问卷调查，比较了现有创新采纳模型在生存型市场的适用性，发现价值采纳模型和技术接受模型最有效，并指出消费者不仅受功能和经济需求驱动。
So-called pro-poor innovations may improve consumer well-being in subsistence marketplaces. However, little research has integrated subsistence marketplaces with the vast literature on innovation adoption. Using a questionnaire in which respondents were asked to evaluate a mobile banking innovation, this research fills this gap by providing empirical evidence of the applicability of existing innovation adoption models in subsistence marketplaces. The study was conducted in Bangladesh among a geographically dispersed sample. The data collected allowed for an empirical comparison of models in a subsistence context. The research reveals the most useful models in this context to be the value-based adoption model and the consumer acceptance of technology model. In light of these findings and further examination of the model comparison results, the research also shows that consumers in subsistence marketplaces are not motivated only by functionality and economic needs. If organizations cannot enhance the hedonic attributes of a pro-poor innovation and reduce the internal/external constraints related to adoption of that innovation, then consumers’ adoption intention will be lower.