The Impact of Consumer Innovation Types on Consumers’ New Product Adoption: a Taxonomy

Abstract

Marketing technology-based innovative products to consumers differs from the marketing of more traditional consumer goods. On the one hand, technology-based innovative products often involve specific interests and abilities of consumers that determine how consumers deal with these products. On the other hand, consumers become increasingly skeptical of the additional benefits of technology-based products. A taxonomy on consumers’ treatment of innovative products has not been developed so far. In addition, adoption behavior on technological products as a dependant variable has not been studied either.