Driving innovation characteristics for adopters satisfaction: the case study of pig farmers in Thailand | |
| Author | Warawit Panmethis |
| Call Number | AIT Diss no. DBA-SOM-15-04 |
| Subject(s) | Satisfaction -- Thailand Farmers--Thailand |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | The aim of this study is to contribute to sustainable innovation development by shedding light on innovation characteristics influencing the fulfillment of adopters’ needs and values. The objectives are to identify (i) which innovation characteristics are “good enough” for adopter satisfaction, and (ii) in which characteristics one “could do better”. It investigates the characteristics of pig farming innovation which influence the overall satisfaction of Thai pig farmers, and examines the characteristics of pig farming innovation wherein actual satisfaction level is significantly lower than expectation (negative disconfirmation characteristics) together with variation of satisfaction level depending on the characteristics of pig farmer. Eight innovations under four areas of management were considered for this study. Characteristics of innovation comprise relative advantage, compatibility, complexity, trialability, observability and risk. Adopter characteristics include farm location, education, experience and scale of operation. Two hundred and fifty (250) farms were selected randomly and either the owner or chief executive was interviewed to ascertain favorability and experiences with respect to six characteristics of pig farming innovations. A multiple regression analysis was conducted to uncover the relationship between innovation characteristics and overall satisfaction. Overall satisfaction was measured using a five–point Likert-scale. To assess negative disconfirmation characteristics, a five–point Likert-type scale, Paired Sample T-test and Correlation Testing were employed. Whereas Independent Sample T-test, One-way ANOVA and Least Significant Difference techniques were conducted to uncover variations in actual satisfaction among different groups of pig farmers with respect to negative disconfirmation characteristics. Seven out of eight pig farming innovations in this study found to have a significant relationship between one or more innovation characteristics and overall satisfaction from adoption. ‘Open system’ is found to have positive relationship with ‘complexity’, ‘observability’ and ‘risk’ while negative relationship with ‘trialability’. ‘Artificial insemination’ was found to have positive relationship with ‘compatibility’, ‘complexity’ and ‘risk’ while negative relationship with ‘trialability’. The negative relationship is found between the overall satisfaction and ‘trialabily’ for ‘open system’ and ‘artificial insemination’ which is found to be different in the case of Thai pig farming industry. ‘Plus PRRS/PCV2 added to basic program’ of disease control management also has positive relationship with ‘relative advantage’, ‘observability’ and ‘risk’ respectively. Both ‘using fish and soy meal’ and ‘using by-products’ from feeding has positive relationship with ‘risk’. Meanwhile, ‘basic program’ is found to have a positive relationship with the ‘relative advantage’. As found from innovation characteristic perspective, risk is the most commonly found specific characteristic which has a positive relationship with overall satisfaction in 5 innovations. This is followed by trialability in three innovations; ‘relative advantage’, ‘complexity’ and ‘observability’ in two innovations and ‘compatibility’ in one innovation. Relative advantage, complexity and observability are the actual satisfaction significantly lower than expectation or the negative disconfirmation characteristics of pig farming innovation, variations in actual satisfaction level with respect to pig farmer characteristics are also found. Variations also exist in the satisfaction levels with respect to pig farmer characteristics. Findings will benefit innovation developers, extension personnel and marketers in reconsidering and strengthening their efforts to leverage pig farming innovation. Knowledge derived provides additional contributions to the existing literature with empirical evidence explaining the roles of characteristics of pig farming innovation and their variations in innovation adoption. |
| Year | 2015 |
| Type | Dissertation |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Doctor of Philosophy in Business Administration (Publication code = DBA-SM, SM) |
| Chairperson(s) | Islam, Nazrul; |
| Examination Committee(s) | Sununta Siengthai;Soni, Peeyush;Quaddus, Mohammed Abdul ; |