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The awareness and want matrix with adoption gap ratio analysis for e-service diffusion effect
1Department of Statistics and Information Science, Fu Jen Catholic University, Hsinchuang, Taiwan, Republic of China. stat1013@mail.fju.edu.tw
Cyberpsychology, Behavior and Social Networking
|December 2, 2010
Summary
This study introduces a new matrix and ratio analysis to evaluate how effectively e-services reach customers through different adoption stages. The findings help improve technology diffusion strategies for online services.
Area of Science:
- Marketing and Consumer Behavior
- Information Systems and Technology Diffusion
Background:
- Customer purchasing decisions and innovation adoption involve interconnected hierarchical stages: awareness, want, and adoption.
- Understanding the relationship between these stages and product/service diffusion is crucial for effective market penetration.
Purpose of the Study:
- To propose and validate a novel analytical framework for assessing e-service innovation and technology diffusion.
- To evaluate the promotional performance of government-promoted e-services in Taiwan.
Main Methods:
- Development of an awareness and want matrix to analyze customer engagement.
- Application of an adoption gap ratio analysis to quantify diffusion effectiveness.
- Empirical testing on 12 Taiwanese government-promoted e-services.
Main Results:
- The proposed matrix and ratio analysis effectively differentiate the promotional performance of various e-services.
- Identified specific gaps in the adoption process for the evaluated e-services.
- Provided empirical evidence for the utility of the framework in real-world scenarios.
Conclusions:
- The awareness and want matrix combined with adoption gap ratio analysis offers a robust method for evaluating e-service diffusion.
- This framework can guide policymakers and businesses in optimizing innovation and technology promotion strategies.
- Effective diffusion assessment is key to enhancing the success of e-services in the market.
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