|M.Sc Student||Giwnewer Yair|
|Subject||The Need for Uniqueness of Early Adopters|
|Department||Department of Industrial Engineering and Management||Supervisor||Dr. Sarit Moldovan|
|Full Thesis text|
Early adopters are considered to have a key role in accelerating the adoption of innovations and leading to their success. However, as it appears in the literature, little attention has been paid to understand early adopters' underlying motivations.
While Prior research has attempted to explore the behavior and motivations of early adopters, mainly their socio-demographic and personality traits were explored. The current research deepens the understanding of one motivational construct for early adoption: need for uniqueness.
Two studies were used to explore how the need for uniqueness of individuals leads to early adoption, which in turn leads to adoption of innovations.
Study 1 shows a positive relationship between early adoption and need for uniqueness. This relationship was moderated by product visibility. The results suggest that if a product has the potential to manifest the individual’s uniqueness by the nature of its public usage, individuals with higher need for uniqueness will have higher tendency to adopt early.
Study 2 shows that early adoption fully mediates the correlation between need for uniqueness and purchasing intention, meaning that need for uniqueness will not lead to purchasing intention without the presence of an early adoption tendency.