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An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces
2019
Journal of Marketing & Public Policy
So called "pro-poor" innovations may improve consumer wellbeing in subsistence marketplaces. However, there is little research that integrates the area with the vast literature on innovation adoption. Using a questionnaire where respondents were asked to provide their evaluations about a mobile banking innovation, this research fills this gap by providing empirical evidence of the applicability of existing innovation adoption models in subsistence marketplaces. The study was conducted in
doi:10.1177/0743915618813348
fatcat:xpxpqp73dbcrxh6ddlfubp6lza