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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.

This study aims to explore the direct and indirect effects of organizational stakeholder’s relationship on performance through innovativeness and risk-taking among small and medium enterprises (SMEs).

This study used the cluster sampling method to select the study sample and the questionnaire survey approach to 580 SMEs established in Tehran. A total of 150 completed questionnaires were returned. Partial least squares-structural equation modeling was administered to analyze data via the SmartPLS 3.0 software.

The survey outcomes revealed that organization-stakeholder relationship had an indirect effect on performance through innovativeness and risk-taking. The results indicated positive links for organization-stakeholder relationship and innovativeness, as well as the organization-stakeholder relationship to risk-taking.

This research is beneficial for entrepreneurs who wish to learn about the specific resources significant for venture growth, to devise effective strategies to expand their relationship with stakeholders and to consider the significance of the correlations established, in this study, through innovativeness and risk-taking.

This research is one of the few attempts that have addressed the importance of innovativeness and risk-taking as the key mechanisms to transform the advantages of organization-stakeholder relationships to enhance performance.

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.

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.

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.

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.

This paper aims to propose a new model and examine how night market entrepreneurs have achieved a competitive advantage in strongly competitive markets.

Two statistics methods, multiple regression analysis and structural equation models (SEM), were used to test the hypotheses for a sample of 346 vendor cases.

The results indicate that competitive aggressiveness and being proactive are positively related to risk-taking among night market vendors, which, in turn, has a positive effect on innovativeness. Further, the findings also indicate that risk-taking positively influences innovativeness and, in a mediating role, also affects competitive advantages through innovativeness.

Results of this study suggest that if night market entrepreneurs demonstrate innovativeness, positively develop new products and new services and attract customers to buy them, then they will have unique and attractiveness in the night markets, thus giving themselves relative competitive advantage.

This research is the first comprehensive examination of entrepreneurship among night market entrepreneurs to study the competitive advantages of different facets, which may provide a benchmark for future studies.

This paper aims to investigate the underlying mechanisms that come into play in the relationship between technology orientation (TO) and performance in technology firms. In doing so, this paper explores how different levels of TO affect firm innovativeness, how different levels of firm innovativeness affect performance and the moderating role of risk-taking propensity in the relationship between innovativeness and performance.

Data were collected from 112 information technology firms. Control variables include firm size and age and industry effects. The model was tested using PLS-based SEM.

Results show that in technology firms, innovativeness plays a mediating role in the relationship between TO and firm performance, the relationship between TO and firm innovativeness is curvilinear, the relationship between innovativeness and performance is curvilinear and risk-taking propensity moderates the curvilinear relationship between innovativeness and performance.

The shape of the relationships in the mediating paths between TO, innovativeness and performance, is curvilinear (inverted U-shaped). Managers in technology firms focused on bolstering the TO and/or innovativeness should be cognizant of the fact that beyond a certain level, they might actually be doing more harm than good. Additionally, managers seeking to reinforce the relationship between innovativeness and performance need to be sensitive to the role that risk-taking propensity plays in this relationship.

The purpose of this paper is to improve understanding of what makes or breaks a new product by exploring the direct and indirect impacts of the three dimensions of entrepreneurial orientation (EO) – innovativeness, risk taking and proactiveness – on product advantage and new product success (NPS).

Based on the literature reviewed, theoretical relationships among five constructs and relevant hypotheses were developed and subsequently tested using data collected from 244 electronics manufacturers in China.

The results show that the three dimensions of EO and product advantage are the driving antecedents of NPS. Moreover, it is confirmed that the relationships between the three dimensions of EO and NPS are mediated by product advantage and the relationship between risk taking and product advantage is moderated by innovativeness and proactiveness.

Literature about the interplay among the three dimensions of EO and NPS are often disparate and heterogeneous. The paper overcomes this problem by confirming the relative influences of each of the EO dimensions on NPS, as well as their respective indirect impacts on NPS through the intermediate construct of product advantage. The findings help to enrich our knowledge on EO, particularly on the roles of innovativeness, proactiveness and risk taking in new product development in the electronics manufacturing sector in China.

The purpose of this research is to create and test a model of a patron's innovativeness formation toward a chain restaurant brand.

A review of the current literature revealed six key determinants in the formation of patrons' innovativeness in the chain restaurant context. Based on theoretical relationships between these constructs, a structural model was proposed. The model was tested utilizing data collected from 433 chain restaurant patrons.

Data analysis indicates that satisfaction and brand attitude positively influence innovativeness, with the impact mediated by advertising effectiveness and perceived risk in a new menu trial. Advertising effectiveness significantly reduced patrons' perceived risk in a new menu trial and thus positively influences innovativeness. Lastly, it was revealed that sales promotions have a strong impact on innovativeness.

The findings emphasize the significance of study variables in the formation of patrons' innovativeness in the chain restaurant context. These findings help restaurant practitioners in successful new menu/food product launch.

This study is the first to explain the formation of patrons' innovativeness in the chain restaurant industry. Given that a proper understanding of innovativeness is critical to achieving chain restaurants' business success, the model verified in this study may serve as a guideline for practitioners/researchers in this field.

The purpose of this paper is to develop and empirically test a conceptual model to establish how consumer innovativeness can be used as a variable to positively influence online retailing adoption intention both directly and reducing consumer perceived risk (PR).

The literature concerning personal innovativeness toward information technology and major components of PR have been systematically reviewed to develop a conceptual model. The impact of innovativeness and PR on online shopping adoption intention has been empirically validated by structural equation modeling using a sample of 433 internet users in India.

Results reveals consumer innovativeness as a key construct to improve online retail adoption intention both directly and by its effective role in reducing consumer risk perception of using internet channel for making purchase of physical goods.

There is a lack of studies which connect consumer innovativeness and PR in the online retailing context especially in Indian scenario. The results expand one’s knowledge on this relationship, propounding interesting empirical evidence of the model among current and potential online shoppers.

This study aims to explain how hotel guests form attitudes toward facial recognition technology in Singapore by integrating technology acceptance model (TAM), privacy calculus theory and personal innovativeness.

A self-administered online questionnaire was developed with measurements adopted from past research. Guests who stayed in four- or five-star hotels in Singapore were recruited via systematic random sampling. Structural equation modeling was conducted to examine the proposed integrated models.

Results showed that hotel guests performed calculative cognitive processes, weighing the benefits and risks of using facial recognition check-in system. Contradictory to the past research which suggested that trust activates both perceived risk and benefits, this study demonstrated that trust independently directed consumer attention on the benefits gained while risk perception was triggered by privacy concern. Furthermore, the current study revealed that the ease of use of facial recognition check-in system could possibly backfire.

The research indicates that the effort to adopt new technology in the hotel industry is promising in view of the growing millennials and Generation Z population who are digital natives. Furthermore, the current study highlights ways to elevate institutional trust and divert consumers’ attention from risk perception to enhance their positive attitude and behavior toward accepting facial recognition check-in system.

This study integrated TAM with privacy calculus theory and personal innovativeness in examining the acceptance of facial recognition check-in system in the hotel industry in Singapore. This study is also the first, to the best of the authors’ knowledge, to investigate the relationships among privacy concern, perceived risk, institutional trust and perceived benefits, as well as their effects on consumers’ attitudes and behavior toward the biometric system.

This research attempted to examine differences in Internet usage, Internet innovativeness, perceived risks of Internet buying, and Internet buying behaviors between Korea and America, and to identify a model for factors influencing Internet buying behavior, explained by Internet usage, perceived risks, and innovativeness on a cross‐cultural basis. Results showed that there were significant differences in Internet usage and the perceived risks of Internet shopping, but no significant differences in Internet buying intentions or online buying experience between Korean and American consumers. Nonetheless, analyzing a regression model of factors influencing Internet buying behavior, and cultural differences in effects of Internet usage and perceived risks on Internet buying behavior were found. While there were main effects of Internet usage and perceived risk on Internet buying behavior, these effects were weaker or even opposite to those related to Korean samples. The implications of the study are discussed and further research was suggested.