TY  - SER
AU  - Kacha Chotchaisatit
AU  - Badir,Yuosre F.M.
AU  - Junaid,Muhammad
AU  - Pal,Indrajit
ED  - AIT Scholarship,
TI  - Forecasting consumers' switching to disruptive technological innovations: a bounded rationality and self-evaluation perspective
T2  - Dissertation
PY  - 2025///
CY  - Pathum Thani, Thailand
PB  - Asian Institute of Technology
KW  - Disruptive technologies
KW  - Technological innovations
KW  - Management
KW  - Consumers
N1  - A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Business Administration; Thesis (Ph.D.) - Asian Institute of Technology, 2025
N2  - Consumers' switching to disruptive technological innovations is critical to firms' long term success. While existing theories and frameworks broadly explain innovation  adoption, understanding the switching process specific to disruptive innovations remains underexplored. The literature indicates that the switching to disruptive  technologies involves decision-making processes that differ significantly from those  associated with continuous innovations.This study examines consumers{u2019} switching behavior through the lens of bounded  rationality and self-evaluation. It integrates: (1) prospect theory, which posits that  consumers assess relative gains and losses when considering product replacement; (2)  two-system thinking, highlighting the interplay of rational (economic) and non-rational  (emotional) decision processes; and (3) self-evaluation constructs i.e., self-image and  self-efficacy, reflecting consumers{u2019} self-assessments in relation to the innovation.  These perspectives are synthesized into a moderated mediation model, conceptualized  as a comparative mind. A key contribution is the introduction of a second-order  construct, Comparative Innovation Premium (CIP), representing the superior hedonic  and economic value consumers perceive in a disruptive innovation.The smartwatch, as an Internet-of-Things (IoT) device, serves as the focal disruptive  innovation in this study. Field survey data from 1,114 Thai consumers were analyzed  using structural equation modeling (SEM) to test the proposed hypotheses. The results  reveal that Comparative Innovation Premium (CIP) significantly and positively  influences consumers{u2019} switching intentions. Additionally, self-evaluations play a  substantial role in shaping consumers{u2019} switching intentions.The findings advance theoretical understanding by deepening our understanding of the  psychological mechanisms and Comparative Innovation Premium (CIP) underlying  consumer switching to disruptive innovations. This research equips both scholars and  managers with a strategic framework to anticipate and influence consumer behavior in  an era of rapid technological disruption.
UR  - http://203.159.5.9/ait-thesis/detail.php?q=B23301
ER  -