Using the Advertisement of Early Adopters' Innovativeness to Investigate the Majority Acceptance

摘要

It is important to find a way to across the gap of innovation and ease the process of innovation diffusion. A method for innovation diffusion is also important to launch a new product successfully to the market. According to the innovation diffusion model proposed by Rogers, early adopters hold the key points and features to across the innovation gap. Thus, this research intends to collect the information of usage values of innovative products written by early adopters via HCCS. A questionnaire is designed to investigate whether freshmen of university (i.e., the majority) would be convinced by the information from early adopters and have higher willingness to use the new product. This experimental result reveals that 14% of additional freshmen in the experimental group (comparing to those in the control group) agree with the values of technological features of netbook computers in entertainment. The result indicates that using the proposed method to assist a new product to market has a high possibility to across the innovation gap. This research also proved a new way to predict the acceptance rate of the majority to a new technology in the early stage of joining in the market. The prediction can be used to assist a company to enter the market earlier and to consolidate its position. It is a managerial contribution of this research.