Hasan, Rajibul and Lowe, Ben and Petrovici, Dan (2019) An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces. Journal of Public Policy and Marketing, 38 (1). pp. 61-80. ISSN 1547-7207

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Abstract

So called “pro-poor” innovations may improve consumer wellbeing in subsistence marketplaces. However, there is little research that integrates the area with the vast literature on innovation adoption. Using a questionnaire where respondents were asked to provide their evaluations about 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 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 just motivated 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 pro-poor innovation, then adoption intention by consumers will be lower.

Item Type:	Article
Additional Information:	This is the preprint version of the published article, which is available at: Hasan R, Lowe B, Petrovici D. An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces. Journal of Public Policy & Marketing. 2019;38(1):61-80. doi:10.1177/0743915618813348
Keywords:	Subsistence marketplaces; bottom-of-the-pyramid; pro-poor innovation adoption; consumers; mobile banking;
Academic Unit:	Faculty of Social Sciences > School of Business
Item ID:	14995
Identification Number:	https://doi.org/10.1177/0743915618813348
Depositing User:	Rajibul Hasan
Date Deposited:	08 Nov 2021 16:01
Journal or Publication Title:	Journal of Public Policy and Marketing
Publisher:	SAGE Publications
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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