The Influence of Prestige in Innovation Adoption

Abstract

Technology is one type of Digital Business Innovation (DBI) that could prove people to adopt the innovation. Based on previous research, there are some factors toward innovation that could affect adoption of innovation which are organizational factors, individual factors, social influence, and demographic. Through this research, attitudes toward innovation may be divided into three types beliefs, affects, and prestige. The purpose of this study is to develop previous research and test the hypothesis what could give positive influence in innovation adoption and to provide a new theoretical framework that addresses the adoption decision by respondents. This study is based on the sample of 222 respondents who answered questioner on is application based transport (driver). After data collection, the data were processed with SPSS's (Statistical Product and Service Solution) Software and to obtain by Pearson Correlation, Analysis of Variance (ANOVA), and Regressions to test the proposed enhanced model. Finally, theoretical and practical implications are discussed.