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To investigate consumer innovativeness (CI) from a hierarchical perspective and examine the simultaneous impacts of hierarchical perspective of CI and perceived risk on new product adoption.

An extended innovativeness and perceived risk model was developed. A structural equation model was used to test the hypotheses using empirical data from 746 respondents in a high technology product context.

The results provide support for the hierarchical perspective of CI; domain specific CI mediates the relationship between global CI and new product adoption. Specifically, cognitive and domain‐specific innovativeness enhances the actual adoption of new products; whereas sensory innovativeness and perceived social and physical risks enhance consumers' propensity to acquire novel information about new products. Financial risk, on the other hand, has a negative impact on the propensity to acquire novel information about new products. Time, performance, psychological, and network externalities risks show no significant relations with the tendency to acquire novel information about new products.

The findings provide an explanation to the less than consistent relationship between consumer innovativeness and new product adoption. However, a single research context of high tech consumer goods may be a limitation and future studies need to replicate this hierarchical perspective of CI as a predictor of new product adoption in different research contexts for greater generalizability.

The findings of the study provide some guidelines to marketers on how to increase the new product commercialization success. Marketers should tap into the cognitive and domain‐specific innovativeness to enhance the new product adoption. The sensory part of CI and perceived social and physical risks have implications for the promotion and communication aspects of new product marketing.

Provides new insights about consumer innovativeness trait as a useful predictor of new product adoption.

Internet shopping is becoming more prevalent and popular in Turkey, one of the fastest growing e-commerce markets in Eastern Europe. The growth of internet usage has focused academic attention on the factors that drive the adoption of internet shopping. The purpose of this study is to investigate how opinion leadership and open processing innovativeness influence internet shopping behavior through the mediating variable of domain-specific innovativeness.

The data for this study were collected via face-to-face contact with consumers in Eskisehir. A total of 275 usable responses were obtained.

The results reveal that opinion leadership induces positive internet shopping behavior through domain-specific innovativeness, whereas open processing innovativeness has no significant impact.

The study makes an important contribution by offering theoretical and managerial implications for internet marketers.

Despite the importance of the diffusion of new products, there is not yet a single scale to measure consumer innovativeness and new product adoption behavior efficiently and effectively across countries. The purpose of this study is to examine the relationship between consumer innate innovativeness, vicarious innovativeness, domain specific innovativeness, the desire for unique consumer products, and the adoption of consumer electronic products across three countries in the Asia-Pacific region: Australia, China, and Taiwan.

Data were collected through a survey in Melbourne, Australia, Shanghai, China and Taipei, Taiwan. The conceptual model was tested using structural equation modeling.

This study finds that domain specific innovativeness primarily influences the adoption of such products across the three countries. The study further suggests that vicarious innovativeness affects Australians ' new product adoption behavior. In contrast, the desire for unique consumer products is a predictor of new product adoption for customers with a Chinese cultural background. Surprisingly, the authors find that consumer innate innovativeness has a negative effect on vicarious innovativeness.

This study provides further insights into relationships between consumer innovativeness measures.

This study enhances marketers ' capabilities to develop various launching strategies in different countries and providing further insights into relationships between consumer innovativeness measures.

This study highlights the importance of relationships among various types of consumer innovativeness in order to expand our understanding of relationships and approaches to measure innovativeness and adoption.

The projected sales potential for Internet commerce indicates that businesses must understand those consumer characteristics that will influence consumer adoption of this medium for shopping. An empirical study conducted here (n = 403) investigates the extent to which open‐processing (more general innovativeness) and domain‐specific innovativeness explain the conditions under which consumers move from general Internet usage to a product purchase via the Internet. The results of our study find that generally higher amounts of Internet use (for non‐shopping activities) are associated with an increased amount of Internet product purchases. Importantly, however, this relationship is moderated by domain‐specific but not general innovativeness. Implications for business practice and academic research are provided.

In specifically examining uses of freemium applications for children, this study aims to investigate the effects on user well-being after the experiential value by examining the influence of experiential value in terms of domain-specific innovativeness; the impact of domain-specific innovativeness in terms of child well-being; the moderating role of child socialization; and the relevance of contextual variables associated with media exposure during freemium game use.

The study is based on a survey of children who had downloaded freemium games on their smartphones. A total of 410 completed questionnaires were collected from children of 9 to 12 years of age. Confirmatory factor analyses and structural equation models were applied to examine and test the study hypotheses.

The results indicate that experiential value influences domain-specific innovativeness; domain-specific innovativeness is a significant predictor of well-being; parental materialism and communication with friends significantly moderates domain-specific innovativeness and well-being; and contextual variables do not influence the model.

Public policy managers should be cognizant of these results and should make every effort to prevent the identified relationships from becoming too strong, given the strong effect of domain-specific innovativeness on child well-being.

This paper contributes to the extant literature by incorporating experiential value and domain-specific innovativeness variables within a comprehensive model and by accounting for the effects of relevant contextual variables and the moderating role of child socialization.

Technology-based food innovations are likely to face opposition in consumer acceptance despite certain perceived benefits. This study investigates distrust in scientists as a barrier to cultured meat acceptance and its interplay with positive drivers. For the latter, this study draws upon higher-order values (universalism) and domain-specific innovativeness.

This study proposes a conceptual model, which is empirically tested using an online survey of Austrian consumers (n = 509) and structural equation modelling.

First, this study provides empirical support for the inhibiting role of distrust in scientists on the acceptance of cultured meat. Second, universalism and domain-specific innovativeness both positively impact consumers' behavioural intentions. Third, this study finds that consumers' innovativeness mitigates the negative effect of distrust in scientists on the willingness to try cultured meat, whereas the value of universalism does not moderate this negative effect.

The findings are strategically useful for companies in the innovative food sector in terms of segmentation and targeting. For both companies and policymakers, the impeding role of distrust in scientists for technology-based food innovations depicts an aspect that might be considered relevant to be addressed.

This study adds to the current body of knowledge about consumer acceptance of technology-based food innovations, such as cultured meat, by jointly examining the relevance of human values, domain-specific innovativeness and distrust in scientists as well as their interactions to explain behavioural intentions.

Fashion products such as clothes, accessories, bags and footwear created using 3D printed technology are referred to as 3D printed fashion (3DPF) products. This study investigates consumers' motivation to purchase 3DPF products. In particular, this study adopts a multi-dimensional approach to explore the effects of personality-related traits such as innate, domain-specific and actualized innovativeness, as well as examine the effects of perceptions toward 3D printing technology (3DPT) (i.e. perceived security risk, performance expectancy). Based on the concepts of consumer innovativeness and the Unified Theory of Acceptance and Use of Technology (UTAUT), the authors expect the effects of consumers' innovativeness and perception of 3DPT and confirm its significant effects on a positive attitude toward 3DPF products and future purchase intention of 3DPF products.

A quantitative research design (i.e. survey) is utilized to examine the suggested relationships and application of existing theory in this study. All measurement items are adapted from previous literature and use a Likert-scale. The authors examined a total of 326 responses using a series of statistical analyses, including descriptive statistics, structural equation modeling and conditional process modeling.

The results of this study confirmed that innate and domain-specific innovativeness are critical antecedents of creating a positive attitude toward using 3DPF products through perceptions toward 3DPT. In addition, 3DPF innovativeness, as actualized innovativeness, was validated to strengthen the relationship between personal innovativeness and attitude, providing evidence that innovation-related traits can predict behaviors. Interestingly, technological innovativeness was not found to be a predictor of perceived security risk. It may be due that 3DPF products are still novel to consumers.

The study participants were people who were interested in technology, not consumers who had prior experience with using 3DPF products. Future studies are encouraged to include consumers who have actually purchased or used 3DPF products.

The findings of this study indicate that consumers' use of new technology is determined by personality and interest in specific product categories. Practitioners may use this information to segment/target consumer groups to introduce a new/unfamiliar product.

The findings of this study contribute to the existing literature on consumer adoption of innovation by combining two approaches, the hierarchy of consumer innovativeness and the UTAUT, in the context of advanced technology adoption behavior.

A total of 117 student consumers participated in a longitudinal survey of their purchasing behavior for three product categories: snack foods, CDs, and skin care. The Domain Specific Innovativeness Scale was included in the survey to measure how innovative participants were with regard to buying online. It was hypothesized that an innovative predisposition toward online buying would be associated positively with more hours of Internet use, greater Internet purchasing, higher likelihood of future Internet purchase, and use of the Internet to download music. The data analyses confirmed all these hypotheses. Few respondent demographics, however, were related to any of these variables. These results demonstrate that the Domain Specific Innovativeness Scale is a reliable and valid measure of this potentially important construct; and that Internet innovativeness functions as predicted by theories of consumer innovative behavior, thereby increasing the generalizability of these theories and yielding potentially important information for e‐commerce managers.

This paper explores the relationships between consumer innovativeness, self‐efficacy on the internet, internet attitudes and online banking adoption, while controlling for personal characteristics.

The study integrates the technology acceptance model (TAM) and adoption of innovation framework to develop predictions of online banking acceptance. It distinguishes between innate consumer innovativeness, a generalized personality trait, and internet‐domain‐specific or actualized innovativeness in order to explore consumer characteristics' impact on adoption. Data are analyzed using logistic regression.

While results confirm the positive relationship between internet related innovativeness and online banking they also surprisingly show that general innovativeness is negatively related to online banking.

Results may or may not differ according to whether consumers are using online, telephone banking, electronic funds transfer (EFT) or direct bill payment. Our results may generalize to telephone banking and EFT as these products, like online banking, require an active consumer role in using the product. With direct bill payment, consumers need only set up the process initially and then monitor it on a semi‐regular basis.

Findings suggest that the type of consumer innovation matters in understanding the adoption of e‐banking processes. This supports the notion that online shoppers are distinct from traditional non‐online shoppers or highlight the unique nature of purchasing financial versus non‐financial products. Banks offering e‐banking need to recognize the importance of internet‐specific consumer innovation characteristics.

This paper closes a research gap as the model tested provides insights toward understanding the consumer‐based phenomenon of e‐banking, and serves to evaluate the TAM in this context. In contrast to previous research the study utilized an actual measure of e‐banking adoption versus a measure of intention to use the technology.

This study examines the impacts of fashion innovativeness and materialism on young Korean consumers' attitudes toward online purchasing of foreign fashion goods across national borders through local e‐commerce enablers and the moderating effect of internet innovativeness on these impacts.

The data used in this study were gathered by surveying female university students in Seoul, Korea, using convenience sampling, and 222 questionnaires were used in the statistical analysis. In analyzing data, correlation analysis, hierarchical regression, and simple slope analysis were conducted.

The results showed that fashion innovativeness and materialism are positively related to the attitude toward purchasing foreign fashion goods online across national borders, and that internet innovativeness exercises significant moderating effects on the relationships.

Past research found positive direct impacts of internet innovativeness on internet shopping, but no study has explored the interaction effects between internet innovativeness and other variables directly influencing online purchasing attitudes toward foreign fashion goods. Practical implications are discussed, and suggestions for future research are made.