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Analysing pro-poor innovation acceptance by income segments.

Authors :
Hasan, Md Rajibul
Shams, S.M. Riad
Rahman, Mizan
Haque, Shamim Ehsanul
Source :
Management Decision; 2020, Vol. 58 Issue 8, p1663-1674, 12p
Publication Year :
2020

Abstract

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. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
00251747
Volume :
58
Issue :
8
Database :
Complementary Index
Journal :
Management Decision
Publication Type :
Academic Journal
Accession number :
147359212
Full Text :
https://doi.org/10.1108/MD-09-2019-1301