In considering the purchase of technology-based products,a customer will adopt an innovation only if she or he considers it to be an improvement over the current product being used to satisfy the same need.

Question

Quizplus · Accepted Answer

This statement is consistent with the theory of Diffusion of Innovations, which states that for a technology-based product to be adopted, the customer must perceive it as providing a relative advantage over the current product.

In Considering the Purchase of Technology-Based Products,a Customer Will Adopt