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008			260121s20259999th u ms t 000 eng d
035			_a.b12471513
099		9	_aAIT Diss. no.DBA-SOM-25-13
100	1		_aKacha Chotchaisatit
245	1	0	_aForecasting consumers' switching to disruptive technological innovations : _ba bounded rationality and self-evaluation perspective
260			_aPathum Thani, Thailand : _bAsian Institute of Technology, _c2025
300			_a149 leves : _bill.+ _e1 online resource
490	1		_aDissertation ; _vno. DBA-SOM-25-13
500			_aA dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Business Administration
502			_aThesis (Ph.D.) - Asian Institute of Technology, 2025
520			_aConsumers' 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.
650		0	_aDisruptive technologies
650		0	_aTechnological innovations _xManagement
650		0	_aConsumers
700	1		_aBadir, Yuosre F. M., _eChairperson
700	1		_aJunaid, Muhammad, _eExamination Committee
700	1		_aPal, Indrajit, _eExamination Committee
710	2		_aAIT Scholarship, _eScholarship Donor
810	2		_aAsian Institute of Technology. _tDissertation ; _vno. DBA-SOM-25-13
856	4	0	_3Full-Text _uhttp://203.159.5.9/ait-thesis/detail.php?q=B23301
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909			_aBarcode : - _bCREATED : 2026-01-21 _cRECORD # : i13567822 _dLPATRON : 0 _eLCHKIN : - _f# RENEWALS : 0 _g# OVERDUE : 0 _hIUSE3 : 0 _iTOT CHKOUT : 0 _jTOT RENEW : 0
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