Elucidating the role of conformity in innovative smartphones

Abstract

Adoption of innovative products such as smartphones may be due to a mixture of experienced considerations and psychological perceptions. By synthesising adoption theories through reinforcement of the role of conformity. This study explores user intention to adopt innovative smartphones in the Taiwan telecommunication market. The survey data is analysed using structural equation modelling which is based on the constructs of ease of use, compatibility, and relative advantage, analysis results indicate that informational conformity and normative conformity are positively related to the intention to use smartphones. Additionally, early adopters and early majority users have a higher likelihood of conformity driven by informational influence, while the late majority users display a higher tendency towards normative conformity. The results of this study significantly contribute to efforts of Elucidating the role of conformity in innovative smartphones 57 mobile communication operators to anticipate and predict a customer's intention to adopt smartphones, thus provides further insight into the development of marketing strategies for smartphones.

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“…Since we focus on innovation diffusion, the market penetration of a product or a new technology is usually widely reported in the mass media and on the Internet. Our assumption is also supported by a wide array of existing literature on conformity effect [4,9,21,23], network externalities [24,26,27], and decline of marginal cost due to economies of scale [30][31][32].…”

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