Examining a technology Innovation Diffusion Model within the hospitality industry
by Tech Coffey, Deb, Ph.D., NORTHCENTRAL UNIVERSITY, 2008, 106 pages; 3318808

Abstract:

Identifying and targeting early adopters within an industry may accelerate the diffusion of an innovation. The adoption rates for two technology-based innovations, high definition television (HDTV) and high-speed internet access (HSIA), in a stratified social system defined by industry-accepted ranking criteria were evaluated in this research. Quantitative methods, including the selection of participants via a randomized block design and the use of factor analysis, regression analysis, and Tukey's test to identify constructs related to adoption rates, were used. The results may be helpful to industry participants in their efforts to develop targeted marketing strategies based on ranking criteria. Academia may benefit from a new innovation-adoption model that combines principles from E.M. Rogers (1962, 2003) Innovation Diffusion Model with industry-established classifications.

 
Advisor
SchoolNORTHCENTRAL UNIVERSITY
SourceDAI/A 69-06, p. , Sep 2008
Source TypeDissertation
SubjectsMarketing; Economics, Commerce-Business; Information science
Publication Number3318808
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