WHAT INFLUENCES THE ADOPTION OF INNOVATIVE PRODUCTS ON E-COMMERCE? FOCUSING ON NEED FOR POWER, INNOVATIVENESS AND IMPLICIT SELF THEORY

摘要

There are five types of consumer according to the rate of adoption about new ideas and technology. The categories of adopters are innovators, early adopters, early majority, late majority and laggards. Company that make innovative products focus on the innovators and early adopters because they are main target of innovative products and they can recommend innovative products to their friends and share their experience to social media. A few studies were about factors that influenced on buying innovative products. The purpose of this research is how consumer?s need for power (controllability), construal level, and implicit self-theory influence to adopt innovative product. Especially, Construal Level Theory says people use a high-level construal to describe distant future events in terms of primary features, whereas people use a low-level construal to describe near future events in terms of secondary features. Therefore, we examined change of innovators focus. We conducted three experiments. For data processing, univariate ANOVA was used to deduct following results. First, High need for power group (there for, High NFP) evaluated innovative product more favorably than low need for power group. Second Product evaluation is more positively in the near future than in the distant future. The difference between high versus low innovativeness was significant. That is, participants in the high innovativeness rated Google glass as more positively. In the near future, high innovative participants are not likely to different with evaluation of Google glass according to Need-For-Power. However, low innovative participants with high NFP evaluated Google glass positively more than low innovative participants with low NFP. Finally, the difference in evaluation between entity theorists and incremental theorist for innovative products is not almost significant. Results showed that power related message influenced the adoption of innovative product in the near future. In the future research, we will find the key factors to adopt the innovative product more easily.