Impact of consumer innovativeness on really new product adoption
نویسندگان
چکیده
Purpose The purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive functional motivational elements that lie behind innovativeness. It explores weak relationship between really new product (novel innovation) adoption challenges classic learning, attitude intention. Design/methodology/approach This adopts quantitative approach, gathering survey data via an institutional online platform. A total 300 participants were recruited. Participants directed website presenting information with inclusion 2D 3D images avatar. For analysis, CFA structural equation modelling (SEM) used. Findings Results indicate positive impact on comprehension In addition, hedonic positively impacts customer's attitude, whereas there negative social attitude. Motivational innovation, exception motivation, influence purchase Research limitations/implications main limitation lies in measurement intention, actual purchases cannot be assessed products are not yet available. findings encourage marketers target innovators first, ideally motivated by needs. Practical implications perhaps for long-term, needs, they ones who change their towards novel innovation when presented aesthetically pleasant manner. Originality/value theories identifying link comprehension, intention within field innovation. while interacting products, does necessarily lead but both comprehension.
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ژورنال
عنوان ژورنال: Marketing Intelligence & Planning
سال: 2021
ISSN: ['1758-8049', '0263-4503']
DOI: https://doi.org/10.1108/mip-07-2020-0304