Applying lead user theory to young adults

Abstract

Purpose -The purpose of this paper is to identify lead users within social networks of young adults between 14 and 17 years of age.Design/methodology/approach -A questionnaire and the SAGS-method were used to collect data within seven high schools in the north of The Netherlands. These data were used to empirically test five hypotheses using the variables which could enable the identification of lead users. A multiple regression analysis was used to test the predictive value of the variables. The analysis was complemented with a qualitative analysis of the collected data.Findings -The main characteristics which identify lead users among adults can also be used with young adults. Those young adults who are more likely to be a lead user, are more ahead of a trend and have a higher amount of expected benefit. They also display more expertise than other young adults.Research limitations/implications -The variable of perceived information benefits could complement the variables used for identifying lead users among young adults, but further research is necessary. Because the focus is on only one specific product, the generalizability of the results from this research is limited. Further research should include different products or services in different domains of interest. The variables of perceived information benefits and efficiency did not have a significant positive relation with lead userness, but further research is needed.Practical implications -The identification of lead users could be valuable to organizations that focus on young adults in the age range 14 to 17 years and could lead to significant commercial benefits. Young adults are a large potential market and the identification of lead users within this target group could help organizations Originality/value -Research on lead user theory is mainly focused on adults or organizations. This article tries to fill this research gap by focusing on young adults. It is an extension of the research of Kratzer and Lettl, Kunst and Kratzer and Molenmaker et al. who focused on children from 8 to 12 years old.

Modelling services continuance intention: evidence from apps stores

“…In another word, Gen-Y consumers in Malaysia are most likely to continue using the retail Apps when they are satisfied with their overall experience with the retail Apps. The strong effect of satisfaction on continuance intention may be explained by the fact Gen-Y consumers base their choices on a wide range of information acquired from different sources and not only rely on their previous experiences (Oosterloo et al, 2010). Consequently, satisfaction has a strong effect on Malaysian Gen-Y consumers' continuance intention.…”

The Combination Design of Enabling Technologies in Group Learning: New Study Support Service for Visually Impaired University Students

“…The primary hypothesis stated that the problems of the current product or service would be improved or partially eliminated by ideas suggested by a lead user (Hippel & Jin, 2009). In this research, the lead user selection criteria were developed by adapting those in earlier studies (Oosterloo, Kratzer, & Achterkamp, 2010). The research expected to demonstrate how the lead user would assist in the new service development since the lead user and end users were all visually impaired university students.…”