Winning Back Technology

This paper addresses the issue of winning back disadopters of an earlier generation of technology when a new technology generation appears on the market. Integrating research on innovation management, attitude strength and change, and consumer win-back, we propose a re-adoption model to predict disadopters’ intentions to come back. Data were collected from 274 disadopters of earlier mobile internet generations facing the advent of 3G. We found that perceived superiority of a new technology generation, prior usage experience, and price value are significant enablers, and their influences are moderated by the reason for disadoption. These findings have significant managerial and theoretical implications.