Discontinuance of innovations: Social network characteristics, product attributes, and adopter traits related to post-adoption behavior
Gregory Mark Kielmeyer, University of Illinois at Urbana-Champaign, United States
University of Illinois at Urbana-Champaign . Awarded
This dissertation investigated three factors related to discontinuance of innovations: egocentric social network characteristics, innovation attributes, and adopter demographics/use patterns. Discontinuance, the post-adoption rejection of an innovation, is among the least frequently investigated aspects of diffusion of innovations theory (Parthasarathy & Bhattacherjee, 1998; Rogers, 1995). The analysis identified three categories of post-adoption behavior: continued adoption, retraction discontinuance (the combination of disenchantment and replacement discontinuance), and a new theoretic construct, completion discontinuance, a phenomenon that occurs when adopters terminate their use of an innovation after its purpose has been fulfilled. Data were collected via postal mail survey from 299 users of an innovative educational technology product designed for home school families. Using multinomial logistic regression, 13 hypotheses were tested. Among an array of 24 variables, six predictors of post-adoption behavior were statistically significant: behavior of alters in the social network, attitudes of alters in the social network, relative advantage, observability, number of elementary age children, and tenure with the innovation.
Kielmeyer, G.M. Discontinuance of innovations: Social network characteristics, product attributes, and adopter traits related to post-adoption behavior. Ph.D. thesis, University of Illinois at Urbana-Champaign.
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