Figure 1
The framework shows three vertical sections arranged from left to right titled “Identity”, “Type of effort”, and “Anticipated diffusion”. Under “Identity”, a dashed rectangular box contains four vertically listed labels: “Professional”, “Contributor”, “Buddy”, and “Handyman”. To its right, a double-headed horizontal arrow icon points left and right between the first and second sections. Under “Type of effort”, a dashed rectangular box contains four vertically listed labels: “Selling”, “Instructing”, “Assisting”, and “Showcasing”. To the right of this box, a single rightward arrow icon points toward the third section. Under “Anticipated diffusion”, the word “high” appears at the top and the word “low” appears at the bottom, connected by a vertical double-headed arrow with an upward arrowhead at the top and a downward arrowhead at the bottom, indicating direction between “high” and “low”.Grounded model of aspired identity and diffusion effort of user innovators