Analysing pro-poor innovation acceptance by income segments
Purpose: To enhance the understanding of the moderating influence of different bottom of the pyramid (BOP) income segments on the antecedents of pro-poor innovation acceptance. Design/methodology/approach: In this study, 320 BOP consumers with a range of low-to-moderate literacy and low-income levels were used as a convenience non-probability sample for undertaking quantitative analyses. Findings: Only the influence of perceived usefulness on intention is moderated by income segments, such that the effect will be stronger for low-income BOP segment. Moreover, the influences of relative advantage, compatibility and observability on intention are moderated by income segments. Practical implications: This empirical work has considerable private sector and public policy implications for companies and government designing/selling products for millions of poor people in developing and emerging economies. Originality/value: This study contributes originally to knowledge in the subject area as there are very few studies that clearly and systematically analyse the key antecedents influencing the adoption intention of pro-poor technological innovations in the BOP market.
Year of publication: |
2020
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Authors: | Hasan, Md Rajibul ; Shams, S.M. Riad ; Rahman, Mizan ; Haque, Shamim Ehsanul |
Published in: |
Management Decision. - Emerald, ISSN 0025-1747, ZDB-ID 2023018-7. - Vol. 58.2020, 8 (31.03.), p. 1663-1674
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Publisher: |
Emerald |
Saved in:
Online Resource
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