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Tackling innovation barriers

An empirical investigation for sustainable transport services
: Krauß, Konstantin

Internationales Verkehrswesen 72 (2020), Nr.2, S.48-51
ISSN: 0020-9511
Fraunhofer ISI ()
Mobility-as-a-Service; curiosity; innovation barriers; sustainability; moderated mediation

Whilst there is lots of work on innovation adoption, their barriers often fall short but might be as crucial for the final consumer decision. This study investigates curiosity and its consequences for active or passive innovation barriers on the way towards adoption of a smart mobility service. Curiosity is of interest here as it can function as driver towards striving for novelties. An online sample was drawn (n = 308), based on which a moderated mediation model was analysed. It is found that curiosity enhances the evaluation of the service as well as its perceived usefulness and convenience.