Paper Number

1720

Abstract

Organizations rely on recombination to develop new innovative services. However, a comprehensive understanding of the influence of different recombination types on user perceptions of such services is missing. Based on theory from service science and the concept of recombinant digital innovation, we derived a TAM-based research model to study how associative and additive recombination types influence user perceptions of services and tested it in an online experiment with 362 participants. Our results show that additive recombination types are more capable of positively affecting perceived novelty, perceived value, and adoption intention than associative types, which is dependent on the respective setting of the service. We contribute to research by shedding light on the influence of different recombination types on user perceptions of services and the need for operand-specific digital innovation in service systems. Practitioners can use our findings to improve the configuration of service systems.

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