Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Impact of consumer innovativeness on really new product adoption

Impact of consumer innovativeness on really new product adoption The purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive and functional motivational elements that lie behind consumer innovativeness. It explores the weak relationship between consumer innovativeness and really new product (novel innovation) adoption and challenges the classic relationship between consumer learning, attitude and intention.Design/methodology/approachThis study adopts a quantitative approach, gathering survey data via an institutional online platform. A total of 300 participants were recruited. Participants were directed to a website presenting the information of the product with the inclusion of 2D and 3D images and an avatar. For data analysis, CFA and structural equation modelling (SEM) were used.FindingsResults indicate a positive impact of attitude on comprehension and intention. In addition, hedonic innovativeness positively impacts customer's attitude, whereas there is a negative relationship between social innovativeness and attitude. Motivational elements of innovation, with the exception of hedonic motivation, positively influence purchase intention.Research limitations/implicationsThe main limitation of the study lies in the measurement of purchase intention, as actual purchases cannot be assessed as the products are not yet available. The findings encourage marketers to target innovators first, ideally innovators motivated by hedonic needs.Practical implicationsThe findings encourage marketers to target innovators first, perhaps for a long-term, innovators motivated by hedonic needs, as they are the ones who change their attitude positively towards novel innovation when presented in an aesthetically pleasant manner.Originality/valueThis study challenges the classic theories identifying the link between comprehension, attitude and purchase intention within the field of innovation. The findings indicate that while interacting with really new products, comprehension does not necessarily lead to attitude and intention but attitude does positively influence both intention and comprehension. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Impact of consumer innovativeness on really new product adoption

Loading next page...
 
/lp/emerald-publishing/impact-of-consumer-innovativeness-on-really-new-product-adoption-jpMeKVPBeY
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-4503
DOI
10.1108/mip-07-2020-0304
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive and functional motivational elements that lie behind consumer innovativeness. It explores the weak relationship between consumer innovativeness and really new product (novel innovation) adoption and challenges the classic relationship between consumer learning, attitude and intention.Design/methodology/approachThis study adopts a quantitative approach, gathering survey data via an institutional online platform. A total of 300 participants were recruited. Participants were directed to a website presenting the information of the product with the inclusion of 2D and 3D images and an avatar. For data analysis, CFA and structural equation modelling (SEM) were used.FindingsResults indicate a positive impact of attitude on comprehension and intention. In addition, hedonic innovativeness positively impacts customer's attitude, whereas there is a negative relationship between social innovativeness and attitude. Motivational elements of innovation, with the exception of hedonic motivation, positively influence purchase intention.Research limitations/implicationsThe main limitation of the study lies in the measurement of purchase intention, as actual purchases cannot be assessed as the products are not yet available. The findings encourage marketers to target innovators first, ideally innovators motivated by hedonic needs.Practical implicationsThe findings encourage marketers to target innovators first, perhaps for a long-term, innovators motivated by hedonic needs, as they are the ones who change their attitude positively towards novel innovation when presented in an aesthetically pleasant manner.Originality/valueThis study challenges the classic theories identifying the link between comprehension, attitude and purchase intention within the field of innovation. The findings indicate that while interacting with really new products, comprehension does not necessarily lead to attitude and intention but attitude does positively influence both intention and comprehension.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: May 12, 2021

Keywords: Innovation adoption; Really new products; Consumer innovativeness; Consumer motivation

References