The Moa Determinants of Innovation Diffusion: a Social Network Analysis

This study examines the roles of consumer motivations, opportunity and abilities (MOA) in determining the interpersonal flows of new product information in a social network. The MOA model includes conspicuous and hedonic consumption motivations, social support response opportunity, and knowledge sharing and communication skill self-efficacy abilities. Through secondary data analysis and email survey, the results exhibit a preliminary tendency of how the new product information flows in a social network are affected by consumers’ motivations, opportunity and abilities.


Chiang-Hui Wang and Shuling Liao (2011) ,"The Moa Determinants of Innovation Diffusion: a Social Network Analysis", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 160-161.


Chiang-Hui Wang, Doctoral Student, College of Management,Yuan Ze University, Taiwan.
Shuling Liao, Ph.D., Associate Professor of Marketing, College of Management, Yuan Ze University, Taiwan.


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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