Social networks and consumer adoption of new products

Abstract

The geographical context of this study is marked by the usage of social networks in Cameroon which knows a rapid growth and influent on habits of living of people, and on their buyer behaviors. Theorically, this research is based on three major conceptual frameworks. We have the theory of buyer behavior of Howard & Sheth (1969) which explains the decisional process of consumer by taking care of environmental stimulus and of his perceptions, the theory of reasoned action of Ajzen & Fishbein (1975) which underlines the role of intentions behaviors and the social pressure in the adoption of a behavior, and the theory of diffusion of innovations of Rogers (2003) which analysis of how innovations are diffused and how perceptions of novelty and risk influence their adoption. The main purpose of this essay is to put on evidence the role played by social networks, such as Facebook and WhatsApp, in the adoption of new products by the Cameroonian consumer. From theories below, four factors have been identified as the social pressure perceived, the novelty perceived, the security perceived, and the risk perceived. These factors permit us to evaluate at the same moment the social motivations and cognitive which influence the adoption of new products propose via social networks. The study focuses on a sampling of 572 users of social networks. The collect of data has been realized through a study online administered through a Google Forms, addressed principally to the users of Facebook and WhatsApp. The hypothesis H1on social pressure perceived, H2 on novelty perceived, and H4 on risk perceived are confirmed, showing their influence on the behavior of adoption of new products through social networks, knowing that H2>H1>H3 (β=0,774/β=0,158/β=-0,382). The hypothesis H3 brings originality to this study, by giving the revelation that a higher level perceived of security reduces the adoption than increasing it. Results of this study present important managerial implications useful to firms.

Classification JEL : M31

Paper type: Empirical Research