A Conceptual Model of Peer Influences towards the Adoption of Technological Innovations among Adult Consumers

摘要

The purpose of this paper is to propose a conceptual model which would provide a better understanding on how social influences through the effect of peer communication could interplay with materialism to capture the effect of young adults’ adoption of technological innovation in their life. This paper provides a brief review on the theories associated with the adoption of technological innovation as well as some important empirical findings to support the model of this study. Based on a review of established studies this paper re-examined the relationship between peer communication and the adoption of technological innovations and propose that young adults’ interaction with their peers have significant positive effect in their adoption of technological innovation. However, this paper argues that the effect is not direct. This paper proposes that the relationship between peer communication and the adoption of technological innovation could be indirect, through the relative mediating effect of materialism. Next, the relationship between materialism and the adoption of technological innovation is examined as well as how the antecedents of materialism. Finally, the paper concludes with a discussion on the limitations and the possible areas of research which researchers could explore in the future.