Summary: Marketing & Innovation

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  • 3 Artikel 3 - Plouffe et al. (2001): Intermediating technologies and multi-group adoption: a comparison of consumer and merchant adoption intentions toward a new electronic payment system

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  • Why was the research in the paper by Plouffe et al. (2001) needed according to the authors?

    Traditional technology adoption research has assumed a single adopting group (the end-user). The multi-group adoption process for intermediating innovations and technologies needs to be examined.

    Because, in order for the innovation to be successful, it must be adopted by all relevant groups.
  • What is the research in the paper by Plouffe et al. (2001) about?

    This study examines the antecedents of adoption for two distinct groups
    evaluating an intermediating technological innovation: consumers (card holders) and merchants (card acceptors) in the context of a smart-card based electronic payment system.
  • What is the definition of intermediating technologies?

    These are echnologies that use electronic data storage, transfer and communications to add value to the exchange relationship between at least two groups.
  • What determines the likelihood of adoption according to Plouffe et al. (2001)?

    Value
  • Through which two aspects is merchant value expected to be formed?

    • Relative advantage 
      • The degree to which an innovation is perceived to be superior to current offerings
    • Observability
      • The degree to which the innovation in question can be seen being successfully applied by others
  • Customer value is expected to be driven by which two aspects?

    • Relative advantage 
      • The degree to which an innovation is perceived to be superior to current offerings
    • Compatibility
      • The degree to which an innovation is perceived as being congruent with an adopter’s current preferences and habits
  • Explain the Intention to Aopt Model Using PCI Measures.

    This model is indicating which aspects are influencing the intention to adopt an innovation.
    • Relative advantage - Comparability - Trialability - Ease-of-Use - Visibility - Result demonstrability - Image - Voluntariness

    These are the antecedents for the intention to adopt
  • According to Moore & Benbasat, observability is a too broad construct. Therefore, they divided this into two constructs in the Intention to Adopt Model Using PCI Measures. Which two constructs?

    • Visibility 
      • The extent to which an innovation is perceived to be widely used
    • Result demonstrability 
      • The degree tow hich the unique features and benefits of an innovation are readily discerned by the potential adopter
  • In what contrext is the intention to adopt measured in the article by Plouffe et al. (2001) and why was this context chosen?

    It is about the adoption of a new electronical payment system (Exact). In order for it to be a success, consumers need to use a smart-card and merchant must adopt a certain technology at the same time
  • Four different groups were studied (participating and non-participating consumers and mechants). What are the main similarities between the groups when we look at the results?

    • Perceived relative advantage is most important for all groups
    • Compatilbility and image are important antecedents to adoption for all groups except for the non-participating merchants

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