It is maintained that consumption situation is a determinant of the intention to adopt a new product and that its potential for affecting the adopting intention depends on people′s attitude to that product category and the latitude allowed in adopting it. Product knowledge was also stipulated as a mediating factor in the process of adopting a new product, as the fitness between the needs of situation and the product attribute are a main concern in the process of adoption. Utilising product information, the test hypothesis is twofold in this study. One is the repeated measure method, dealing with the general definition of situation. The other is the quasi‐experimental factorial design, elaborating on the specifically described situations.
Wenben Lai, A. (1991), "Consumption Situation and Product Knowledge in the Adoption of a New Product", European Journal of Marketing, Vol. 25 No. 10, pp. 55-67. https://doi.org/10.1108/03090569110000718
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