Innovation diffusion and relationship marketing: An empirical study of factors influencing the intention to adopt the innovation of modular facility technology
By Gordon Leichter
Touro University International A Dissertation Submitted to the Faculty of Touro University International In Partial Fulfillment of the Requirements for the Degree of: Doctor of Psychology in Business Administration Chaired by Dr. Tao Gao Touro University International Committee: Dr. J.D. Eveland Touro University International Dr. Kristen DeTienne Touro University International Rev. 2.0
June 30, 2006
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UMI Number: 322904232290422006Copyright 2006 by
Leichter, Gordon
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Abstract The adoption of innovations is widely discussed within innovation diffusion research. The various stages of adoption, innovation attributes, and adopter traits have been empirically measured and meta-analyzed by many researchers, in both consumer and organizational market situations. While innovation diffusion research originated in sociology, the majority of recent studies have been focused within marketing. However, only a few studies have attempted to operationalize and test a conceptual framework utilizing both innovation diffusion and marketing constructs. These few studies have not addressed the complexity of relationship marketing in any particular depth, especially in reference to the most critical transitional innovation diffusion stage of the intention to adopt. This study operationalizes and empirically tests a conceptual framework of 25 hypotheses utilizing both innovation diffusion and relationship marketing constructs regarding the most critical transitional innovation diffusion stage of the intention to adopt not previously addressed in other studies. Survey data was utilized regarding the intention to adopt the innovation of modular facility technology for building new pharmaceutical manufacturing facilities. The target population was senior level decision makers from pharmaceutical companies accessed through a common database from the International Society of Pharmaceutical Engineering, ISPE. The results provide valuable insight into a highly complex purchasing situation within a particular market segment. Findings indicate that an adopter’s perceived value as being more influential than an adopter’s perceived risk when developing an intention to adopt the innovation of focus. Furthermore, innovation diffusion antecedents were more influential due to early stage adoption dynamics with relative advantage, compatibility, and perceived acquisition and switching costs proving to being significant influencers in lieu of trust and relationship satisfaction. P R E V
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