Stepwise innovation adoption: a neglected concept in innovation research Online publication date: Sat, 24-Jan-2009
by Eelko K.R.E. Huizingh, Maryse J. Brand
International Journal of Technology Management (IJTM), Vol. 45, No. 3/4, 2009
Abstract: Most innovation researchers tend to consider innovation adoption as a binary process, implying that companies have either adopted an innovation or not. In this paper we focus on e-commerce as an innovation that can be adopted stepwise. We distinguish between two levels of e-commerce, basic and advanced. Following Rogers' (1995) innovation adoption model, we investigate the differences between companies with regard to their knowledge, perceived potential value, implementation and satisfaction with e-commerce. In a field study involving 127 companies, we consistently find higher scores for companies at the advanced level, even when controlling for the impact of the intention to further adopt e-commerce and various contextual factors. Interestingly, we also find significant, negative interaction effects between adoption level and adoption intention. Due to the magnitude of these effects, the interaction effects tend to cancel out the additional effect of adoption intention for companies at the advanced level.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Management (IJTM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook