Comparing and prioritizing the factors affecting purchase decisions in innovation adoption in a post-secondary educational setting

Abstract

This study explores the factors influencing the purchase decision in innovation adoption in the public sector. Qualitative data, using in-depth, semi-structured interviews were gathered from IT professionals at a post-secondary institution who regularly make purchase decisions. Participants were found to use a staged approach for purchase decisions in innovation adoption. Purchase options that did not meet the minimum requirements set out by the non-compensatory factors (budget, redundancy, organizational strategy, life expectancy, time, compatibility, and reputable vendor) were immediately eliminated. The remaining options were evaluated by weighted adding factors (complexity, social pressure, IT support, price, and perceived innovation characteristics) to obtain an overall value for each option. The option with the highest overall value was then selected. These findings are consistent with the classic decision strategies in the consumer choice literature. The significant contribution of this research project is a more comprehensive understanding of the different factors and their level of impact on purchase decisions in innovation adoption. Sales personnel can use these findings to explain adoption and non-adoption of an innovation. Innovations and their corresponding marketing strategy can be developed accordingly to avoid non-adoption.