Theory and measurement of consumer innovativeness A transnational evaluation

Theory and measurement of consumer innovativeness A transnational evaluation Presents findings validating French and German versions of the domain specific innovativeness scale or DSI, which was designed to measure consumer innovativeness for a specific product category. The data came from self‐administered surveys of 409 consumers in three countries: the USA ( n = 121), Germany ( n = 113), and France ( n = 175). The study participants completed a questionnaire asking them to describe their wine‐related attitudes and behaviours. Data analysis showed that the DSI was unidimensional, high in internal consistency, positively correlated as hypothesised with wine usage (criterion validity), positively correlated as hypothesised with knowledge of and involvement with wine and uncorrelated with opinion seeking for wine (nomological validity), and unaffected by social desirability and acquiescence response styles. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Theory and measurement of consumer innovativeness A transnational evaluation

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569810204634
Publisher site
See Article on Publisher Site

Abstract

Presents findings validating French and German versions of the domain specific innovativeness scale or DSI, which was designed to measure consumer innovativeness for a specific product category. The data came from self‐administered surveys of 409 consumers in three countries: the USA ( n = 121), Germany ( n = 113), and France ( n = 175). The study participants completed a questionnaire asking them to describe their wine‐related attitudes and behaviours. Data analysis showed that the DSI was unidimensional, high in internal consistency, positively correlated as hypothesised with wine usage (criterion validity), positively correlated as hypothesised with knowledge of and involvement with wine and uncorrelated with opinion seeking for wine (nomological validity), and unaffected by social desirability and acquiescence response styles.

Journal

European Journal of MarketingEmerald Publishing

Published: Apr 1, 1998

Keywords: Alcoholic drinks industry; Consumer behaviour; Innovation; International marketing; Product launch

References

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