Hasan, Rajibul and Shams, S.M. Riad and Rahman, Mizan and Haque, Shamim Ehsanul
(2020)
Analysing pro-poor innovation acceptance by income segments.
Management Decision, 58 (8).
pp. 1663-1674.
ISSN 0025-1747
Abstract
Purpose – To enhance the understanding of the moderating influence of different bottom of the pyramid
(BOP) income segments on the antecedents of pro-poor innovation acceptance.
Design/methodology/approach – In this study, 320 BOP consumers with a range of low-to-moderate
literacy and low-income levels were used as a convenience non-probability sample for undertaking quantitative
analyses.
Findings – Only the influence of perceived usefulness on intention is moderated by income segments, such
that the effect will be stronger for low-income BOP segment. Moreover, the influences of relative advantage,
compatibility and observability on intention are moderated by income segments.
Practical implications – This empirical work has considerable private sector and public policy implications
for companies and government designing/selling products for millions of poor people in developing and
emerging economies.
Originality/value – This study contributes originally to knowledge in the subject area as there are very few
studies that clearly and systematically analyse the key antecedents influencing the adoption intention of pro-poor technological innovations in the BOP market.
| Item Type: |
Article
|
| Keywords: |
Bottom of the pyramid consumers; Innovation acceptance; Income segments; |
| Academic Unit: |
Faculty of Social Sciences > School of Business |
| Item ID: |
15940 |
| Identification Number: |
https://doi.org/10.1108/md-09-2019-1301 |
| Depositing User: |
Rajibul Hasan
|
| Date Deposited: |
11 May 2022 10:52 |
| Journal or Publication Title: |
Management Decision |
| Publisher: |
Emerald |
| Refereed: |
Yes |
| URI: |
|
| 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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