Innovation Adoption and Online Services - A Case Study

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 wotif.com – 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