05-04-2000
Modeling innovation diffusion at the individual level using hazard modeling techniquesV.R. NijsIn this research we follow the advice of Mahajan, Muller and Bass 1992 by using hazard modeling techniques to analyze the diffusion of an innovation at the individual level. A general introduction is given into the area of diffusion research followed by statistical background information on hazard modeling. Our research model is a simplification of the diffusion model suggested by Gatignon and Roberts 1985. We investigate the effects of personal characteristics of consumers and the marketing efforts of a manufacturer on the adoption rate of an innovation which can be considered a fast moving consumer good. We incorporate both time constant and time varying covariates in several different hazard model specifications. Our final model shows mixed results. Only 2 out of 7 hypothesized effects are found by the model. The results however do include valuable insights into the effectiveness of certain marketing mix instruments on the rate of diffusion of an innovation. Inference is drawn from the model results based on the assumption that it is of high quality leading to several conclusions and managerial implications. In the final chapter of this thesis limitations of the study are mentioned as well as suggestions for future research. |
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05-04-2000 |
