The Influence of Communication Source and Mode on Consumer Adoption of Technological Innovations |
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| Authors: | EUN-JU LEE JINKOOK LEE DAVID W SCHUMANN |
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| Institution: | 1. Eun-Ju Lee is an assistant professor of Marketing at the California State University, Los Angeles.;2. Jinkook Lee is Associate Professor at the University of Georgia.;3. David W. Schumann is Associate Dean and Professor of Marketing at the University of Tennessee, Knoxville. |
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| Abstract: | Communication is the critical process of diffusion of technological innovations, yet there is little research in the consumer behavior literature investigating how communication affects consumers’ decision to adopt technological innovations. This paper examines the effects of communication source and modality on consumers’ adoption of technological innovations using the 1999 University of Michigan's Survey of Consumers data. Specifically, a typology of communication sources and modality is presented, and the respective and interrelated influences of source and mode on consumers’ adoption of electronic banking are examined. The results demonstrate that communication factors can serve as significant predictors of consumer adoption of technological innovations and that consumer preferences for communication source and modality vary for different segments of adopters. In addition, we find information gaps between consumer segments high and low in socioeconomic status. Finally, implications for the diffusion of technological innovations and future research directions are discussed. |
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