Table 4

Four identities of user innovators and related diffusion effort

HandymanBuddyContributorProfessional
Basic social motivationAppear a competent DIYerAlign with intimate circleAlign with broader sphereObtain benefits that show professionalism
Basis of self-evaluationTechnical competenceBe meaningful to close tiesAdd unique value to communityOperate at market standards
Frame of
reference		Skills compared to othersBenefits to close tiesRecognition from communityOffer competitive products
Diffusion
behavior		ShowcasingAssistingInstructingSelling
Level of social inclusivenessPersonalRelationalRelationalPersonal
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