An identity perspective on the diffusion of user innovations in the household sector

Abstract

User innovations are widely present in the household sector, but often do not spread to others because users lack incentives to sell and/or share. Previous studies of what alleviates this diffusion problem were empirically driven, while a theoretical framework that integrally explains alleviating factors is missing. We fill this void by proposing an identity perspective based on users' eudaimonic motivation: diffusion efforts may be in line with users' aspired ‘daimon’ or true self. An identity perspective unites previously unconnected alleviating factors (commercial motivation, community involvement, common cause motivation) and enables theorizing about interaction effects. We identify three types of user innovator identity with potential relevance for diffusion: professional, community-oriented and societal. Survey data of 999 Chinese user innovators confirm that aspired professional identity is associated with sales effort, and community-oriented and societal identity with free sharing. Moreover, community-oriented and professional identity interact positively with selling effort. We conclude that an identity perspective enhances our understanding of the diffusion of user innovations to everyone's benefit.