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Characteristics‐based innovation adoption: scale and model validation

Richard L. Flight (Eastern Illinois University, Charleston, Illinois, USA)
Giles D'Souza (The University of Alabama, Tuscaloosa, Alabama, USA)
Arthur W. Allaway (The University of Alabama, Tuscaloosa, Alabama, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 23 August 2011




The aim of this paper is to develop a measurement scale that encompasses a wide array of product characteristics. In addition, a comprehensive model is developed and tested illustrating the relationship among product characteristics and with adoption.


Utilizing 628 respondents, a measurement scale is developed and a structural equation model is tested through a multi‐stage series of surveys. The scope of the research is consumer durable products.


This paper is successful in developing a 43‐item scale that measures 15 unique innovation characteristics. This scale is then used to test a second order model illustrating the relationships innovation characteristics have with each other and ultimately innovation adoption.

Research limitations/implications

The major limitation this research suffers from is its lack of variety in products under analysis. For the four consumer durable products studied, the research finds significant results. However, these findings would have greater impact if they reflected a broader array of products and product classes.


To date there have been very few attempts to model and test in an exhaustive fashion the role innovation characteristics play during the adoption process. This current research advances Holak and Lehmann and empirically tests first and second order characteristics within the context of a structural equation model.



Flight, R.L., D'Souza, G. and Allaway, A.W. (2011), "Characteristics‐based innovation adoption: scale and model validation", Journal of Product & Brand Management, Vol. 20 No. 5, pp. 343-355.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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