Social Influence in New Product Adoption: The Moderating Effects of Gender and Indegree Centrality

This study empirically examines the influence of individual attributes such as gender and network structural factors such as indegree centrality on social influence in new product adoption. Specifically, we investigate social... [ view full abstract ]

This study empirically examines the influence of individual attributes such as gender and network structural factors such as indegree centrality on social influence in new product adoption. Specifically, we investigate social influence from three mechanisms: informational social influence, normative pressures and status competition. We develop a structured multi-group analysis model to compare means of social influence constructs among different gender and indegree groups. Based on survey data of new consumer electronics’ adoption, the findings indicate that informational social influence is greater for women than for men, and for consumers who are peripheral in networks than for those who are central in networks. By contrast, status competition is greater for men than for women, and for consumers who are central in networks than for those who are peripheral in networks. There is no significant difference between these groups with regard to normative pressures. We discuss the implications of research results for new product adoption research and for marketing practice.