2006 24 Innovation diffusion and relationship marketing

产品扩散

Innovation diffusion and relationship marketing: An empirical study of factors influencing the intention to adopt the innovation of modular facility technology

By Gordon Leichter

PRTouro University International A Dissertation Submitted to the Faculty of Touro University International In Partial Fulfillment of the Requirements for the Degree of: Doctor of Psychology in Business Administration Chaired by Dr. Tao Gao Touro University International Committee: Dr. J.D. Eveland Touro University International Dr. Kristen DeTienne Touro University International Rev. 2.0

June 30, 2006

EVIEW

产品扩散

UMI Number: 3229042

Copyright 2006 by

Leichter, Gordon

All rights reserved.

PR

Copyright2006 by ProQuest Information and Learning Company.

All rights reserved. This microform edition is protected against

unauthorized copying under Title 17, United States Code.

ProQuest Information and Learning Company

300 North Zeeb Road

P.O. Box 1346

Ann Arbor, MI 48106-1346 EVUMI Microform3229042IEW

产品扩散

PR

- - iiEVIEW

产品扩散

PRAbstract The adoption of innovations is widely discussed within innovation diffusion research. The various stages of adoption, innovation attributes, and adopter traits have been empirically measured and meta-analyzed by many researchers, in both consumer and organizational market situations. While innovation diffusion research originated in sociology, the majority of recent studies have been focused within marketing. However, only a few studies have attempted to operationalize and test a conceptual framework utilizing both innovation diffusion and marketing constructs. These few studies have not addressed the complexity of relationship marketing in any particular depth, especially in reference to the most critical transitional innovation diffusion stage of the intention to adopt. This study operationalizes and empirically tests a conceptual framework of 25 hypotheses utilizing both innovation diffusion and relationship marketing constructs regarding the most critical transitional innovation diffusion stage of the intention to adopt not previously addressed in other studies. Survey data was utilized regarding the intention to adopt the innovation of modular facility technology for building new pharmaceutical manufacturing facilities. The target population was senior level decision makers from pharmaceutical companies accessed through a common database from the International Society of Pharmaceutical Engineering, ISPE. The results provide valuable insight into a highly complex purchasing situation within a particular market segment. Findings indicate that an adopter’s perceived value as being more influential than an adopter’s perceived risk when developing an intention to adopt the innovation of focus. Furthermore, innovation diffusion antecedents were more influential due to early stage adoption dynamics with relative advantage, compatibility, and perceived acquisition and switching costs proving to being significant influencers in lieu of trust and relationship satisfaction. EV

- - iIEW

产品扩散

Acknowledgements

PR

- - iiEV A research project of this extensive nature could not be accomplished without the support, advice, and input of others. I am deeply indebted to my research committee consisting of Dr. Tao Gao, Chair, Dr. J.D. Eveland, and Dr. Kristen DeTienne. Their help, guidance, and encouragement greatly helped to navigate this challenging undertaking. Furthermore, my special gratitude is due to Dr. Gao who persevered and motivated me to complete this project with his patience and determination. Also, my gratitude is extended to the faculty of Touro University International for enabling a distinguished remote learning doctoral program, without which completing a program of this magnitude would be unattainable for someone in my situation. Additionally, gratitude to my employer and colleagues at Pharmadule, Inc, who have supported my efforts and provided me the opportunity to be exposed to the innovation of topic in this study, and for providing me the time and encouragement to compete the program. Furthermore, I thank the cooperation and support of the management of the International Society for Pharmaceutical Engineering (ISPE), inclusive of my long time colleague and friend Jon Tomson, who has supported me in my academic pursuits over the years. And lastly, and most importantly, my deepest gratitude is extended to my loving wife Nancy, and daughters Sarah and Rebecca; it would have been impossible to complete the project without their unselfish support and sacrifice over the duration of my study. Finally, I would like to dedicate this project to my beloved deceased parents, Howard and Muriel Leichter, whose hard work and life achievements instilled the importance of the pursuit of higher education as the driving force behind this accomplishment. IEW

产品扩散

TABLE OF CONTENTS

Abstract............................................................................................................................................i Acknowledgements.........................................................................................................................ii TABLE OF CONTENTS...............................................................................................................iii

LIST OF TABLES.........................................................................................................................vi LIST OF FIGURES.....................................................................................................................viii

CHAPTER 1: INTRODUCTION............................ …… 此处隐藏：45357字，全部文档内容请下载后查看。喜欢就下载吧 ……