Gifted Innovation: An Examination Using Different Business Theories
Drawing on insights from an extensive business literature review such as marketing, management, and accounting, a model which incorporates important factors that enhance customers' intention to adopt technology is proposed. The factors examined in this study include customers' attitude toward innovativeness, technology familiarity/knowledge, and technology apprehension. Results indicated that attitude and technology apprehension are predictors of technology adoption intention. Surprisingly, innovators, while behaviorally did adopt high technology, were not found to have the intention to adopt it. The article concludes with managerial implications, limitations, and future research.