Unlocking the power of peer influence: Strategies for bridging the adoption chasm in new product diffusion

• Published in: Managerial and decision economics
• Main Authors: Li, Zhihui, Jiao, Yuanyuan, Cheng, Yangyang, Shen, Zhifeng, Zhou, Mi
• Format: Journal Article
• Language: English
• Published: 13.09.2024
• ISSN: 0143-6570; 1099-1468
• DOI: 10.1002/mde.4379

Abstract New product diffusion relies heavily on interpersonal relationships, yet the adoption chasm between the early adopters and the early majority poses a significant challenge. The pervasiveness of peer influence in social networks presents unique opportunities for businesses to effectively bridge this chasm between user groups. This study, grounded in social–psychological theory, examines the micro‐processes of early adopters' peer influence on the early majority within social networks. Utilizing the stimulus–organism–response model, we propose that early adopter peer influence can enhance early majority adoption intention, thereby crossing the chasm of new product diffusion. Empirical findings reveal that early adopters' peer influence, directly and indirectly, affects the early majority's adoption decisions. When indirect effects are at play, the early majority emphasizes the emotional and social values embedded within the new product, driven by the early adopters' peer influence. These insights contribute to understanding how interactions between user types can help bridge the adoption chasm. The study augments, refines, and expands upon existing research on new product diffusion chasms and offers valuable practical guidance for businesses seeking to harness peer influence more effectively to overcome this barrier.