Discover the used innovativeness of the early adopters

Abstract

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. © 2011 Springer-Verlag.