The Influence of Technological and Symbolic Innovation on New Product Adoption in a Social Context

The purpose of this study was to investigate technological and symbolic innovation as antecedent factors that could influence the adoption of a new product, a smart phone. After conducting preliminary in-depth interviews, the authors developed a survey. Data were collected using an online panel. The sample included young Koreans who were university students and workers in their 20s and 30s with experience in smart phone use. Structural equation modeling showed that perceived technological innovation (PTI) and perceived symbolic innovation (PSI) both affected perceived social pressures (PSP). Also, PSPs and social conspicuousness (SC) both affected new product adoption. However, the effect of PSP on adoption was greater than the effect of SC on adoption. Also, the effect of PSI on PSPs was greater than the effect of PTI. This shows that the visible attributes of symbolic innovation are a stronger motivator than the effect of less visible technology (e. g., PTI).