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An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces

Hasan, Rajibul, Lowe, Ben, Petrovici, Dan (2019) An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces. Journal of Public Policy and Marketing, 38 (1). pp. 61-80. ISSN 0743-9156. E-ISSN 1547-7207. (doi:10.1177/0743915618813348) (KAR id:66734)


So called “pro-poor” innovations may improve consumer wellbeing in subsistence marketplaces. However, there is little research that integrates the area with the vast literature on innovation adoption. Using a questionnaire where respondents were asked to provide their evaluations about a mobile banking innovation, this research fills this gap by providing empirical evidence of the applicability of existing innovation adoption models in subsistence marketplaces. The study was conducted in Bangladesh among a geographically dispersed sample. The data collected allowed an empirical comparison of models in a subsistence context. The research reveals the most useful models in this context to be the Value Based Adoption Model and the Consumer Acceptance of Technology model. In light of these findings and further examination of the model comparison results the research also shows that consumers in subsistence marketplaces are not just motivated by functionality and economic needs. If organizations cannot enhance the hedonic attributes of a pro-poor innovation, and reduce the internal/external constraints related to adoption of that pro-poor innovation, then adoption intention by consumers will be lower.

Item Type: Article
DOI/Identification number: 10.1177/0743915618813348
Uncontrolled keywords: Subsistence marketplaces, bottom-of-the-pyramid, pro-poor innovation adoption, consumers, mobile banking
Subjects: H Social Sciences
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Benjamin Lowe
Date Deposited: 16 Apr 2018 12:05 UTC
Last Modified: 04 Jul 2023 13:17 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

Hasan, Rajibul.

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Lowe, Ben.

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Petrovici, Dan.

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