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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