Discover the Used Innovativeness of the Early Adopters
From the innovative diffusion theory, it is known that the early adopters have the characteristic of being liable to accept new products and generate new value from using new products. Through their social networks, they also transmit information about new products to the early majority. Moreover, from the use and gratification theory, if a new product provides users with usability of information, social value or entertainment, it is likely that this new product will be accepted because users’ physical/mental need is fulfilled. Based on the above two principles, this study thereby develop a Human-Computing Grounded System. Expert first divides data as technical specification or value induced by early adopters, grounded theory analysis is then performed interactively. Results in this study indicate the new value induced by early adopters using new products which supported by new technology embedded in the new product. Meanwhile, inferred from the use and gratification theory, it is easier for the majority to accept a new product if this product offers more new values. By integrating multi-type of values conceived by the early adopters, our research model shows that indeed products with more and new values attract more majority.
KeywordsInnovation Diffusion Chasm Qualitative Chance Discovery Rare Associative Analysis
Unable to display preview. Download preview PDF.
- 1.Agrawal, R., Imielinski, T., Swami, A.N.: Mining Association Rules between Sets of Items in Large Databases. In: SIGMOD Conference, pp. 207–216 (1993)Google Scholar
- 5.Keeney, R.L.: Value-Focused Thinking: A Path to Creative Decisionmaking. Harvard University Press, Cambridge (1992)Google Scholar
- 6.Liu, B., Hsu, W., Ma, Y.: Mining Association Rules with Multiple Minimum Supports. In: Proceedings of the 1999 International Conference on Knowledge Discovery and Data Mining, pp. 337–341 (1999)Google Scholar
- 7.Moore, G.A.: Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers. Harpercollins, New York (1991)Google Scholar
- 8.Rogers, E.M.: Diffusion of Innovations. Free Press, New York (1995)Google Scholar
- 9.Strauss, A.C., Corbin, J.M.: Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory. Sage Publications, Inc., Thousand Oaks (1990)Google Scholar