The aim of this study is to identify characteristics that can be used to assess early-stage research results by research users and research producers of the advanced biofuel sector. Mainly, it qualitatively explores the perceptions of both research users and research producers regarding their experiences with research results. The study builds on the models of Diffusion of Innovation (DoI), Technology Acceptance Model (TAM) and Perceived Characteristics of Innovation (PCI). The findings of this study suggest that the investigated dimensions of DoI, PCI and TAM are applicable to the context of assessing research results with the extra dimension of risk reduction. In particular, some of the criteria used to assess the usefulness of research results are through its originality, scalability and relevance. The findings also suggest that documentation and publication are important to research users: Research users assess ease of use based on the presentation of the research results in their documentation; and they assess the quality of research results based on publications and the reputation of researchers. The findings of this study can be used to tailor research results to research users’ needs, which in turn can be expected to improve the uptake and further development of research results. This will not only permit the push of scientific research results to research users only put also permit research users to inform research needs.

Pourquoi certaines innovations réussissent alors que d’autres échouent ?Dans la littérature marketing, il est largement accepté que l’adoption d’un nouveau produit peut être influencée par le phénomène de la contagion sociale, c’est-à-dire par le phénomène d’imitation des comportements des autres membres du système social. Les recherches en marketing se sont donc intéressées à étudier empiriquement l’impact de la contagion sociale sur l’adoption des innovations. Or, le succès d’une innovation ne s’apprécie pas uniquement par son adoption mais aussi par la continuité de son utilisation. Ainsi, notre étude s’intéresse non seulement au premier achat mais aussi à la continuité d’utilisation de l’innovation technologique. En effet, l’analyse du comportement du consommateur sur le long terme permet de s’assurer de sa satisfaction et de la pérennité des entreprises.Pour ce faire, Nous avions mené une étude quantitative. A cet effet, un questionnaire de recherche a été élaboré et administré auprès d’un échantillon de 593 individus. Les résultats des analyses à équations simultanées montrent le rôle du leadership d’opinion ainsi que des caractéristiques perçues dans les comportements d’adoption et de continuité d’utilisation. Notre recherche contribue donc au développement des connaissances dans le domaine d’adoption et de diffusion de l’innovation et conduit à un certain nombre de recommandations managériales. / Why some innovations succeed and others fail?In the marketing literature, it is widely accepted that the adoption of a new product can be influenced by the phenomenon of social contagion, that is, the phenomenon of imitation of the behavior of other members of the social system. Marketing research was therefore interested to empirically study the impact of social contagion on the adoption of innovations. However, the success of an innovation is not only appreciated by its adoption but also its continued use. Thus, our study looks not only at the first purchase but also the continuity of use of technological innovation. Indeed, consumer behavior analysis in the long run will ensure their satisfaction and sustainability of companies.In order to do so, we had conducted a quantitative study. For this purpose, a research questionnaire was developed and administered to a sample of 593 individuals. The results of analysis with simultaneous equations show the role of opinion leadership and the perceived characteristics of innovation in the behavior of adoption and continuity of use. Our research contributes to the development of knowledge in the field of adoption and diffusion of innovation and leads to a number of managerial recommendations.

Doctor of Philosophy / Department of Apparel, Textiles, and Interior Design / Melody L. A. LeHew / The relationship between knowledge, attitudes and behavior has been a subject of interest for researchers for several decades in various fields of study. However, an inconsistency has been found from one study to another with literature showing inconclusive and inconsistent results regarding the relationship between knowledge, attitudes and behavior in general and purchase of eco-conscious apparel in particular. Literature also found perceived characteristics of innovation (PCI) to significantly influencing innovation adoption. However, research investigating the influence of eco-conscious apparel knowledge (EAK) and eco-conscious apparel attitudes (EAA) on intention to purchase eco-conscious apparel (IPEA) that includes PCI has not been conducted in any previously published studies. Therefore, the purpose of this study was to investigate the influential relationship between EAK-EAA-IPEA to understand if including PCI strengthens the inconsistent link between knowledge, attitudes and behavior as well as enhances the predictability of IPEA. The model of stages in the innovation-decision process developed by Roger’s (1983) in the diffusion of innovation theory was used as a theoretical framework for developing the model of innovation-decision process for eco-conscious apparel. Specifically, the three product characteristics used in this current study were based on the PCI (i.e., complexity, compatibility and relative advantage) explained by Rogers (1983) in his model. Two objectives were developed and tested using six research questions and pertinent hypotheses. The research relied on quantitative analysis of responses from 592 respondents to an online survey with eco-conscious knowledge, attitude and behavior questions pertaining eco-conscious apparel products. Hierarchical regression analysis, t-test and correlation analysis reveal that, inclusion of PCI significantly strengthened relationship between EAK-EAA-IPEA and also enhanced the predictability of IPEA; the ability to predict IPEA as well as strength of the link between EAK-EAA-IPEA was greater when more information was provided about eco-conscious apparel than less information; respondents have limited EAK; EAK was not a good predictor of IPEA; EAA was found to significantly predict IPEA; highly innovative respondents perceive eco-conscious apparel less complex and highly compatible and are more likely to purchase eco-conscious apparel; all three PCI were found to significantly predict IPEA; demographic variables were found to be related to only certain variables in this study.

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