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عمومی::
آزمون و پذیرش
When products are too new or radical, additional market segments may forego initial trial and adoption due to perceived risk (Lawton & Parasuraman, 1980), thus impacting performance adversely.
While customers may be a source of radical new ideas, when products that are too new or radical, additional market segments may forego initial trial and adoption due to perceived risk (Lawton and Parasuraman, 1980), thus impacting performance adversely.
The degree of product newness, defined as "the extent to which an innovation is compatible with experiences and consumption patterns of customers" (Atuahene-Gima, 1995: 278), increases the degree of learning required by customers (Lawton & Parasuraman, 1980) and end users may forego trial and adoption.
Research has shown that customers deem learning novel new technologies, unfamiliar product attributes, and products or services that require behavioral change as risky and may initially forego trial and adoption (Sheng et al.
A high degree of product newness may limit the success of new products due to the riskiness of trial in which consumers will forgo trial and adoption.
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