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    Understanding the Factors That Affect the Adoption of Innovative High-Technology Brands: The Case of Apple iPhone in Malaysia

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    Fulltext not available
    Authors
    Rageh, Ahmed
    Date
    2012
    Type
    Journal Article
    
    Metadata
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    Citation
    Rageh, A. 2012. Understanding the Factors That Affect the Adoption of Innovative High-Technology Brands: The Case of Apple iPhone in Malaysia. Journal of Global Marketing. 25 (4): pp. 226-239.
    Source Title
    Journal of Global Marketing
    DOI
    10.1080/08911762.2012.753564
    ISSN
    0891-1762
    School
    CBS International
    URI
    http://hdl.handle.net/20.500.11937/53372
    Collection
    • Curtin Research Publications
    Abstract

    The purpose of this study is to examine how innovation attributes, social influence, and perceived risk can affect technology brand adoption. The impact of innovation attributes, social influence, and perceived risk on iPhone adoption has been tested through series of tests (i.e., reliability, exploratory factor analysis, confirmatory factor analysis, correlations, multiple regression analysis, and moderation effect of gender). The sample consists of 134 Malaysian students. Results revealed the importance of relative advantage, trialability, and social influence as key constructs in adoption intention. The study also showed that gender of the consumer has no moderating effect on the adoption intention. Practical guidelines are provided to marketing managers on how to use those factors to increase the adoption of new brands among customers.

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