A Dynamic IT Adoption Model for the SOHO Market: PC Generational Decisions with Technological Expectations

Kim, N and Han, J K and Srivastava, R K (2002) A Dynamic IT Adoption Model for the SOHO Market: PC Generational Decisions with Technological Expectations. Management Science, 48 (2). pp. 1-18.

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Abstract

The small-office/home-office (SOHO) professionals comprise the fastest growing segment in the labor force today. Typically being a one-person business based at home, SOHO owners mostly rely on office information technology to single handedly run their entire operation. Despite the segment's ostensibly growing dependence and influence on the information technology (IT) industry, still very little is known about the dynamics between SOHO and IT products. With the purpose of addressing this void, we investigate the SOHO professionals' adoption patterns of multigenerational IT products. Accordingly, we develop and empirically estimate an individual SOHO-level initial- and repeat-purchase logit model that captures the procurement patterns for successive generations of technological products, namely the PC category. Specifically, we find that SOHO professionals' procurement choices are influenced by a number of salient dimensions (i.e., income, performance, price, interpurchase time, network externalities). Furthermore, some SOHO owners are found to have a preference for a future (expected) generation (over a currently available one), which is explained via their business dispositions (i.e., technology orientation, result orientation, search orientation) toward accepting technological incertitude.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Srivastava, R Khttps://orcid.org/0000-0002-5236-2375
Item Type: Article
Additional Information: The research article was published by the author with the affiliation of The University of Texas at Austin
Uncontrolled Keywords: SOHO, Marketing, Technological Innovations, Income, Price, Technological Expectations; Information Technology; Network Externalities; Logit Modeling)
Subjects: Marketing
Depositing User: Mohan Dass
Date Deposited: 20 Apr 2019 07:01
Last Modified: 20 Apr 2019 07:01
URI: http://eprints.exchange.isb.edu/id/eprint/848
Publisher URL: https://doi.org/10.1287/mnsc.48.2.222.252
Publisher OA policy: http://sherpa.mimas.ac.uk/romeo/issn/0025-1909/
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