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