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The phenomenon of innovation has been shifting away from focusing on tangibleto intangible modernization with its vitalizing context. This shift appearsvitally in innovation developed by individual end-users in organizations andsocieties, including the exploration of the intangible end-user innovationexistence and impact in the household sector on a national scale. Some examplesof intangible end-user innovation include technique, service, and userbehavior. Although, there is a variety of intangible end-user innovationdiscussed in the literature, limited understanding is existed for constructingan efficient and comprehensive typology, which encompasses the nature of thisinnovation phenomenon. This research study explores this original phenomenonfor proposing a new concept that will act as an overarching descriptor ofinnovation types: idea, object, and behavior. This proposed concept, relatingto intangible innovation, will explain the sequence within one or manyconnected intangible activities that provide novelty to its end-user relativeto previous activities and practices. Using a design science research approach,the study comprises two goals: a) identifying opportunities and issues tomeasure intangible inputs to the innovation and b) proposing a framework forextending the existing innovation theories that to better capture intangibleend-user innovation and its diffusion insights in their online environmentacross nations

A New Innovation Concept on End user Contextual and Behavioural Perspectives