Review of MAO as Individual Characteristics of Consumer Acceptance of Innovation

Kristiningsih *

Abstract

Motivation, ability, and opportunity (MAO) are factors that influence consumer behavior. Some studies measure motivation, ability, and opportunity in many contexts. In this literature review, we discuss how important MAO is in influencing consumer behavior. However, the problem is that the MAO measurement is studied by many experts in different contexts, so the measurement also provides different concepts. There is still little research that addresses MAO in the context of innovation acceptance. This study was a literature review and used narrative review (non-systematic) methods. This study is expected to provide a discourse in research on a more rigid MAO measurement so that it can be continued in measuring the impact of this MAO on consumer behavior in innovation acceptance more carefully. This study is useful for research that uses the concept of MAO for consumer behavior research and psychological research. There was still little research that addresses MAO in the context of innovation acceptance. This study offers the measurement and provides different concepts.

 

Keywords: motivation, ability, opportunity, consumer acceptance of innovation.


Full Text:

PDF


References


ALBA, J.W., & HUTCHINSON, J.W. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13(4), 411–454. https://doi.org/10.1086/209080

ANDERSON, D.C. (1994). Cognitive ability tests and the situational interview: A test of incremental validity. International Journal of Selection and Assessment, 2(1), 53-58. https://doi.org/10.1111/J.1468-2389.1994.TB00129.X

BAKER, J.D. (2016). The purpose, process, and methods of writing a literature review: Editorial. Association of Operating Room Nurses. AORN Journal, 103(3), 265-269. https://doi.org/10.1016/j.aorn.2016.01.016

BATRA, R., & RAY, M.L. (1986). Situational effects of advertising repetition: The moderating influence of motivation, ability, and opportunity to respond. Journal of Consumer Research, 12(4), 432-445. http://dx.doi.org/10.1086/208528

BRUCK, M., & GENESEE, F. (1995). Phonological awareness in young second language learners. Journal of Child Language, 22(2), 307-324. http://dx.doi.org/10.1017/S0305000900009806

DECI, E., & RYAN, R.M. (1985). Intrinsic motivation and self-determination in human behavior. Boston, Massachusetts: Springer. https://doi.org/10.1007/978-1-4899-2271-7

GARCIA, R., & CALANTONE, R. (2002). A Critical Look at Technological Innovation Typology and Innovativeness Terminology: A Literature Review. Journal of Product Innovation Management, 19(2), 110–132. https://doi.org/10.1111/1540-5885.1920110

GRUEN, T.W., OSMONBEKOV, T., & CZAPLEWSKI, A.J. (2005). How e-communities extend the concept of exchange in marketing: An application of the motivation, opportunity, ability (MOA) theory. Marketing Theory, 5(1), 33-49. https://doi.org/10.1177%2F1470593105049600

KOTLER, P., & KELLER, K.L. (2016). Marketing Management. 15th ed. Pearson.

MACDONOUGH III, E.F., ZACK, M.H., LIN, H., & BERDROW, I. (2008). Integrating innovation style and knowledge into strategy. MIT Sloan Management Review, 50(1), 53–58. Retrieved from https://sloanreview.mit.edu/article/integrating-innovation-style-and-knowledge-into-strategy/

MACLNNIS, D.J., MOORMAN, C., & JAWORSKI, B.J. (1991). Enhancing and Measuring Consumer’s Motivation, Opportunity, and Ability to Process Brand Information From Ads. Journal of Marketing, 55, 32–53. https://doi.org/10.2307/1251955

MACLNNIS, D.J., MOORMAN, C., & JAWORSKI, B.J. (2015). Enhancing and Measuring Consumers’ Motivation, Opportunity, and Ability to Process Brand Information from Ads. Journal of Marketing, 55(4), 32–53. http://doi.org/10.2307/1251955

NAMBIISAN, S. (2002). Designing virtual customer environments for new product development: toward a theory. Academy of Management Review, 27(3), 392–413. https://doi.org/10.5465/AMR.2002.7389914

ONWUEGBUZIE, A.J., & FRELS, R. (2016). Seven steps to a comprehensive literature review: A multimodal and cultural approach. Sage.

PARK, C.W., & MITTAL, B. (1985). A theory of involvement in consumer behavior: Problems and issues. In: SHETH, J.N. (ed.) Research in Consumer Behavior, Vol. 1. Greenwich, Connecticut: JAI Press, pp. 201–232.

PETTY, R.E., & CACIOPPO, J.T. (1986). The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology, 19, 123-205. https://doi.org/10.1016/S0065-2601(08)60214-2

PETTY, R.E., KASMER, J.A., HAUGTVEDT, C.P., & CACIOPPO, J.T. (1987). Source and Message Factors in Persuasion: A Reply to Stiff's Critique of the Elaboration Likelihood Model. Communication Monographs, 54(3), 233-249. https://doi.org/10.1080/03637758709390229

ROBERTS, D., HUGHES, M., & KERTBO, K. (2014). Exploring consumers' motivations to engage in innovation through co-creation activities. European Journal of Marketing, 48(1/2), 147-169. https://doi.org/10.1108/EJM-12-2010-0637

SCHIFFMAN, L.G., KANUK, L.L., & WISENBLIT, J. (2013). Consumer Behavior. Singapore: Prentice Hall.

STOCKMANS, M. (2005). MAO-Model of Audience Development: Some Theoretical Elaborations and Practical Consequences. Retrieved from http://neumann.hec.ca/aimac2005/PDF_Text/Stockmans_Mia.pdf

VANDECASTEELE, B., & GEUENS, M. (2010). Motivated Consumer Innovativeness: Concept, measurement, and validation. International Journal of Research in Marketing, 27(4), 308–318. https://doi.org/10.1016/j.ijresmar.2010.08.004

ZOLFAGHARIAN, M.A., & PASWAN, A. (2009). Perceived Service Innovativeness, Consumer Trait Innovativeness, and Patronage Intention. Journal of Retailing and Consumer Services, 16(2), 155–162. https://doi.org/10.1016/j.jretconser.2008.11.007


Refbacks

  • There are currently no refbacks.