A research on the moderate relationship between consumer innovativeness and innovative behaviors of new products
Year: 2012
Type: article
Abstract: The studies about consumer innovativeness and new product adoption find that the relationship between them is not consistent;however,the researches about its reasons such as exploring moderate mechanism of consumer innovativeness on new product adoption is still rather deficient.The passage discusses the moderate mechanism based on the structure of consumer innovativeness.The conclusions include: Only cognitive innovativeness is positively related to the adoption of new products,while sensory innovativeness is positively related to the seeking to innovative information.Social communication and learning,the risk perception and innovative attributes of new products,can moderate the relationship between sensory innovativeness and information seeking,and between cognitive innovativeness and product adoption.The conclusions have important values for theories of new product and their marketing practices.
Source: Kexuexue yanjiu
Author: Bin Hao
Institution: East China University of Science and Technology
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2353180794