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Article
Publication date: 8 May 2017

Zhe Zhang and Yuansi Hou

The purpose of the study is to explore the effects of two dimensions of perceived risk (functional and emotional risk) on two types of consumer information search (ongoing…

Abstract

Purpose

The purpose of the study is to explore the effects of two dimensions of perceived risk (functional and emotional risk) on two types of consumer information search (ongoing and pre-purchase search) in the context of innovative products and services and examine the moderating effect of innate consumer innovativeness.

Design/methodology/approach

The findings in this study are generated with a quantitative design using a multiple linear regression model and a residual centering method on data-collected survey responses related to tablet PC adoption in an online community and laboratory experiment on online bike-renting services.

Findings

The results show that functional and emotional risks influence on-going and pre-purchase search differently in innovative products and services context. On the one hand, functional risk affects on-going search negatively, whereas emotional risk affects on-going search positively; on the other hand, the effect of functional risk on pre-purchase search is not significant, and the effect of emotional risk on pre-purchase search is positive. Furthermore, these relationships are moderated by innate consumer innovativeness. For on-going search, consumer innovativeness moderates the negative effect of functional risk negatively and moderates the positive effect of emotional risk positively; for pre-purchase search, consumer innovativeness moderates the positive effect of emotional risk negatively on pre-purchase search.

Originality/value

Unlike established products and services, innovative products and services possess some elements that are unfamiliar to consumers. Companies typically pre-release innovative products and services long before officially launching them in the market, enabling consumers to assess potential risks and seek information in advance, thereby priming the market. Since innovative products and services are becoming more ubiquitous, research on the impact of perceived risk on information search is crucial for marketers. The present work is designed to be the first to consider the effects of two dimensions of perceived risk (functional and emotional risk) on two types of consumer information search (ongoing and pre-purchase search) and the moderating effect of innate consumer innovativeness. The present research is, therefore, intended to make contributions to the literature on perceived risk, information search and innovation management.

Details

Journal of Consumer Marketing, vol. 34 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 6 September 2013

Chih-Wei Chao, Mike Reid and Felix Mavondo

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…

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Research limitations/implications

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

Practical implications

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

Originality/value

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 18 January 2021

Mona Seyed Esfahani and Nina Reynolds

The purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive and functional motivational elements…

Abstract

Purpose

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/approach

This 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.

Findings

Results 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/implications

The 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 implications

The 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/value

This 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.

Details

Marketing Intelligence & Planning, vol. 39 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 March 2005

Walfried M. Lassar, Chris Manolis and Sharon S. Lassar

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

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

International Journal of Bank Marketing, vol. 23 no. 2
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 15 November 2011

Wooyang Kim, C. Anthony Di Benedetto and Richard A. Lancioni

The purpose of this paper is to focus on two objectives. First, to investigate how two consumer innovativeness measures (domain‐specific innovativeness (DSI) and general…

Abstract

Purpose

The purpose of this paper is to focus on two objectives. First, to investigate how two consumer innovativeness measures (domain‐specific innovativeness (DSI) and general innovativeness (GI)) in a highly globalized product market (i.e. laptop computer) are related to two widely used demographics, country and gender. Second, to examine how innovativeness affects a series of consumer decisions such as information search, opinion dependency, and store choice.

Design/methodology/approach

The authors build a conceptual model linking two important demographics (i.e. country and gender) and consumer innovativeness (both DSI and GI), and test it using binomial logistic regression, with a sample of 614 respondents from Korea, China, and the USA.

Findings

Results are generally consistent with the authors' hypotheses. The two consumer innovativeness measures are significantly influenced by the two demographic factors, and product‐specific innovativeness shows more plausible results than GI. Furthermore, consumers' decision processes were found to have idiosyncratic patterns regarding consumer innovativeness and the two demographic moderators.

Research limitations/implications

The study may have demographical bias for two reasons: use of only limited metropolitan samples and a somewhat unbalanced sample in gender and occupation.

Practical implications

In the early stage of new product launch, DSI will be dominantly useful in market segmentation and targeting rather than GI. However, management should not overlook variability of countries and genders since consumers show idiosyncratic patterns in their decision processes.

Originality/value

The paper explores the field of consumer innovativeness studies using comparison of the two dimensions of consumer innovativeness measurements. Also, the study reconfirms the importance of demographics on consumers' decisions in the early stage of highly globalized product markets.

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Book part
Publication date: 20 September 2014

Wei Wang

Research on consumer innovativeness has been studied in the field of marketing during the past decade, in that it has become critical to firms and businesses introducing…

Abstract

Research on consumer innovativeness has been studied in the field of marketing during the past decade, in that it has become critical to firms and businesses introducing new products. Yet as the literature concerning innovativeness in the hospitality sector is extremely limited, the purpose of this study is to better conceptualize and understand innovativeness in the hospitality sector (e.g., hotel, restaurant & bar, food & beverage, and occupational training). Using a qualitative method, personal interviews have been collected in this study from local hospitality managers and data are analyzed by constant comparative analysis. Eight themes emerge from the interview data: (1) novelty seeking, (2) eagerness, (3) vigilance, (4) openness, (5) venturesome, (6) hedonism, (7) value seeking, and (8) social distinctiveness. These intrinsic characteristics capture the concept of innovativeness in a broader range within different perspectives. The resultant data could therefore be utilized in future research to evaluate the level of awareness and use of perceived innovativeness in consumer behavior research and business marketing.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78441-174-9

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Article
Publication date: 13 February 2019

Vikas Chauhan, Rambalak Yadav and Vipin Choudhary

The purpose of this paper is to understand consumers’ intention to adopt internet banking. The study adopted the technology acceptance model with additional constructs…

Abstract

Purpose

The purpose of this paper is to understand consumers’ intention to adopt internet banking. The study adopted the technology acceptance model with additional constructs (i.e. consumer innate innovativeness (II), domain-specific innovativeness (DSI) and perceived security risk (PR)).

Design/methodology/approach

The data were collected through a questionnaire-based survey (487 usable responses) from Indian consumers. A two-step SEM approach (i.e. measurement model and structural model) was used to analyze the data.

Findings

The findings show the significant positive influence of perceived usefulness, ease of use, attitude, II and DSI on consumer’s intention to adopt internet banking. The PR was found to have a significant negative influence on consumers’ intention to adopt internet banking, and DSI was found to negatively influence PR.

Research limitations/implications

The study is limited to users of a particular region of India. Furthermore, the study limits itself in determining consumers’ intention only, not actual usage.

Originality/value

The study is a preliminary attempt to examine consumer’s intention to adopt internet banking in India by analyzing innovativeness and perceived risk.

Details

International Journal of Bank Marketing, vol. 37 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 3 August 2010

Ji Eun Park, Jun Yu and Joyce Xin Zhou

Innovative consumers are an important market segment. This paper seeks to investigate whether consumers' innate innovativeness is associated with their shopping styles…

Abstract

Purpose

Innovative consumers are an important market segment. This paper seeks to investigate whether consumers' innate innovativeness is associated with their shopping styles. Specifically, it aims to explore the relationship between two types of innovativeness – sensory and cognitive – and consumer shopping styles.

Design/methodology/approach

The paper integrates the consumer innovativeness and consumer shopping styles literature. It is built on the premise that if consumer innovativeness is regarded as a general personality trait, then it would also be reflected in consumers' shopping approaches. A structural equation model is used to test the relationship between cognitive and sensory innovativeness and various shopping styles.

Findings

Sensory innovativeness and cognitive innovativeness can lead to different shopping styles. Cognitive innovators are inclined to show shopping styles such as quality consciousness, price consciousness, and confusion by overchoice. On the other hand, sensory innovators are inclined to have shopping styles such as brand consciousness, fashion consciousness, recreational orientation, impulsive shopping, and brand loyalty/habitual shopping.

Research limitations/implications

The research is based on a convenience sample of young consumers in a particular country – China. Generalizability of the results would depend on future research conducted in other cultures and consumers of other age groups.

Practical implications

The findings of this research help managers to develop a deeper insight into product development and marketing. Product form can be designed to appeal to the two different types of innovative consumers – cognitive innovators and sensory innovators. Marketing communication and brand management should be based on the shopping styles of these different types of innovative consumers. Furthermore, since the youth market in China represents an enormous opportunity for marketers, the paper provides valuable insights into this key market segment in one of the most important markets in the world.

Originality/value

The paper is the first step in exploring the relationship between consumer innovativeness and consumer shopping styles. It provides new insights into the shopping patterns of consumers who belong to different innovativeness types. In addition, it also makes a new contribution to the shopping styles literature by exploring potential antecedents to the various shopping styles.

Details

Journal of Consumer Marketing, vol. 27 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 7 March 2016

Andreas Klein and Parimal Bhagat

One of the key drivers of competitiveness and growth of emerging countries is their ability to innovate. While India has successfully implemented innovative processes for…

Abstract

Purpose

One of the key drivers of competitiveness and growth of emerging countries is their ability to innovate. While India has successfully implemented innovative processes for software development, many Western nations have led in new product designs. The purpose of this paper is to examine the basic premise that the underlying ability of a country to innovate, while being constrained by other situational and structural factors, depends on the innate ability of especially younger individuals in a society to be innovative. Recognizing this trait, companies have recently begun considering consumers as co-creators of technological products and services.

Design/methodology/approach

Research has focused on the impact of innovativeness in the adoption and use of new technological products with limited research of its impact on the design and creation process. This basic study compares the technological innovativeness of young individuals between a developed country (USA) and an emerging economy (India) along several psychological and behavioral dimensions. Scale reliabilities, principal component analyses and regression analyses were conducted to find main influencers on technological innovativeness in both countries.

Findings

While hypothesis were derived that creativity, passion, expertise, thinking style and psychographics influence innovativeness, results reveal first impressions that expertise and psychographics are the main influencers on the technological innovativeness of young individuals in both countries. Moreover, a decomposition of thinking style does not add further predictive power to the model.

Originality/value

The paper helps to extend the understanding as well as to carve out main drivers of technological innovativeness of young individuals across countries. Implications on cross-cultural research and for managers as well as directions for further research are discussed.

Details

Review of International Business and Strategy, vol. 26 no. 1
Type: Research Article
ISSN: 2059-6014

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Article
Publication date: 3 April 2019

Orsolya Sadik-Rozsnyai and Laurent Bertrandias

Integrating new technological attributes into existing products is a common way to innovate and is supposed to meet consumers’ functional needs. This paper aims to…

Abstract

Purpose

Integrating new technological attributes into existing products is a common way to innovate and is supposed to meet consumers’ functional needs. This paper aims to demonstrate how adding such attributes also increases willingness to pay (WTP) a premium for a product by activating consumers’ social need to feel unique.

Design/methodology/approach

The data were collected through a quantitative survey based on a nationally representative sample (N = 345). A choice-based conjoint analysis was used to estimate the perceived value of the new technological attribute and WTP a premium.

Findings

The perceived value of the new technological attribute has a positive effect on WTP a premium only for consumers with a high degree of social innovativeness (linked to their need for uniqueness) because they interpret this innovation as an opportunity to differentiate themselves from others.

Practical implications

When companies innovate by introducing new technological attributes, their communication should emphasize and trigger these attributes’ high performance and uniqueness. Thus, consumers seeking social differentiation through innovation will be much less sensitive to price and will be more prone to pay a premium for these products.

Originality/value

The main contribution of this article is to show that integrating and emphasizing a new technological attribute can increase consumers’ WTP a premium beyond that of the attribute’s functional value. Thus, new technological attributes will decrease the price sensitivity of consumers high in social innovativeness and increase their WTP a premium for the product, because they consider it as a means to stand out from others.

Details

European Journal of Marketing, vol. 53 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

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