One of the primary determinants of cell phone banking adoption in South Africa has been trialability. Researchers compared Internet adoption rates with cell phone banking rates and found that the cell phone banking participants indicated a lower awareness and comfort level with cell phone banking. Since cell phone banking is relatively new and not yet diffused, users were found to prefer trying it first to see its advantages and features (Brown & Molla). Trialability is also an important factor in the success of new foods and beverages that are outside the norm, since people may not be inclined to desire them until they taste them. Complexity generally works against adoption, but in some cases where it is associated with robust features, it promotes adoption; an example of this was Microsoft Word, which is much more complex than Microsoft Works but quickly outstripped it in popularity because it was fully featured.
5.2 I typically first become aware of something new by seeing it advertised on TV or in a magazine, do a little research on the Internet to see if anyone else has tried it, and then if its features seem desirable and I see no reason not to try it, I buy it. In the case of new foods, I generally try them if IÆm interested in seeing whether I like them or not, especially if a money-saving coupon is also offered.
5.3 The rate of adoption for the new audio products in Exhibit 10.3 is influenced by a number of factors. XM Satellite Radio was adopted fastest, probably largely because the other four products had already preceded it and had paved the way for new audio product acceptance. Satellite Radio also has unique advantages, however; it offers 100% commercial-free music and over 150 digital channels, including more than 20 channels completely dedicated to traffic and weather (ôXM Satellite Radioö). Considering that users must buy a special radio and subscribe to the XM Satellite Radio service for $12.95 per...