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Article

Abstract

The objective of this research is to analyze the correlation between consumers’ adoption of MDA and some of its influential variables, namely innovativeness, procurement types, involvement, the degree of Internet used and the basic characteristics of consumers. This paper provides a new model to explain the influent effects between consumers’ adoption of MDA and its influential factors mentioned above. The conclusions of this study are: (1) the curves of consumers’ basic characteristics versus adoption of MDA are convex-type. (2) The consumers’ age, name-list size, innovation adoption, goal-oriented and Internet usage frequency attributes have direct and positive effects on PDA adoption. (3) The innovativeness of consumers may be used to explain the reason of Consumers’ procurement style. (4) The innovativeness of consumers may be used to exploit and design the product differentiation strategy. (5) The basic characteristics of consumers may be used to exploit and design the promotion and market segmentation strategies.

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