ABSTRACT

This chapter investigates how users' individual characteristics moderate the relationship between exchange and user satisfaction with the innovation's implementation. The BO sample was divided into low and high subgroups for each individual characteristic. While interview data describe some of the individual characteristics moderator variables, exchange independent variables, and the user satisfaction dependent variable, the nature of the relationship between these variables was not explicitly measured during the interviews. Using the analysis conclusions of the influence of individual characteristics as moderators, the chapter provides some managerial interpretation and recommendations. It summarizes the moderation effects of individual characteristics on the relationship between exchange and user satisfaction. Reward, information, and product exchanges between change agent and user affected user satisfaction when certain moderator variables were taken into consideration. Change agents can use these analyses to focus their efforts on users most likely to be influenced.