Innovation Adoption and Online Services - A Case Study

Research output: A Conference proceeding or a Chapter in BookConference contributionpeer-review


The concept of innovation adoption explains how consumers adopt innovations and the diffusion of innovations through society. This is very much focused on viewing products as an innovation – in particular, physical goods. This paper examines some of the literature surrounding services marketing, and ultimately addresses innovative services. The paper focuses primarily on a case study of – an organisation selling last minute accommodation deals online. Increasingly, technology is infiltrating the lives of average people. In order to understand how consumers adopt technologies in their lives, it is important to examine what drives consumers to using technology and others away from using technology, so that in marketing to consumers, we will be more likely to meet our customers’ needs
Original languageEnglish
Title of host publicationANZMAC 2005 Conference Proceedings
EditorsDr Sharon Purchase
Place of PublicationPerth, WA
Number of pages7
ISBN (Print)0-646-45546-X
Publication statusPublished - 2005
EventANZMAC 2005 Conference, Broadening the Boundaries - Fremantle, Australia
Duration: 5 Dec 20057 Dec 2005


ConferenceANZMAC 2005 Conference, Broadening the Boundaries

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