PPT Slide

3 Adoption and Diffusion Process of New Product

Announcement

Awareness

Introduction

Knowledge

Attitude

Decision

(Intention)

Action (Adoption)

Initial Value (Attractiveness)

Perceived Characteristics of

Innovativeness: (1) Relative

Advantage, (2) Compatibility,

(3) Complexity, (4) Trialability,

(5) Observability.

Price

Excitement / Innovativeness

Country, Region, Organization,

Firm Brand

Popularity:

Director

, Star,

Producer

Songwriter, Composer, Artist

Series, Junior

Marketing Mix Setting

Information,

Involvement

Word-of- mouth

Communications

Review

Publicity

Tie-up

with

multiple

media

Price

decreasing

Sample

offering

Marketing Mix Adjustment

Perceived

Risk

Value (Attractiveness) at the time

of its adoption decision

∝

Initial

Value ( Attractiveness) /

Perceived Risk

Time to act from its adoption decision

∝

1 / Value (Attractiveness) at the time of

its adoption decision

Speed of Supply

Response: Product,

Manufacturing,

Distribution,

Cyberspace

Personality and

Attributes: Five

categories of

Rogers, Lifestyle

Inventory of Similar

Products, Existence

of competing

product categories

Product Characteristics

Market Characteristics

: things that influence individual person's adoption decision

: things that firms influence individual person's adoption decision or things that are given

前のｽﾗｲﾄﾞ次のｽﾗｲﾄﾞ最初のｽﾗｲﾄﾞに戻るｸﾞﾗﾌｨｯｸｽの表示