PurposeThe 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/approachThis 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.FindingsResults 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/implicationsThe 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 implicationsThe 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/valueThis 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.

The cryptocurrency market has been described as revolutionary due to the constant technological evolution and innovation that the blockchain technology provides. Leading many to believe that this could be the next step for the human race, just like how fiat currency replaced gold. Cryptocurrencies were originally created to be a form of savings or income for the unbanked, reduce costs and energy consumption, for a means of data transparency and to remove financial intermediaries. It is undeniable that the cryptocurrency market has created a divide of opinions, as some look to explore the market further while others reject the thought of adopting this innovative technology completely. This study focuses on the perception and intention to use cryptocurrencies. Diving into previous literature about the adoption of cryptocurrencies and new technologies. Highlighting key factors that can affect an individual’s perception and gaps in the literature that need to be explored further. A quantitative approach was used to gather data from 102 participants. The findings indicated that performance and effort expectancy as the most influential variables for cryptocurrency adoption, as people seek understanding as what benefits cryptocurrencies can provide for them when they feel incapable of using the innovative technology.

Individual’s perception of anthropomorphic platforms in promotion of really new products or novel innovations has not been examined fully. There are contradictions in the academic literature on how various presentations of social cues are perceived by audience mindlessly or mindfully. Perceived mindful and mindless anthropomorphism are explored in this study in order to understand its effect on individuals’ attitude, purchase intention and comprehension of new products. A single factor between-subject design using two innovative products and websites with four levels of social cues (voice, language, interactivity and social role) was used. Five hundred participants took part in the main experiment. Participants were randomly assigned to each experimental group. The analysis indicated that a human-like avatar is preferred by individuals over static avatar and perceived higher mindlessly. Interactive content didn’t improve individuals’ perceived mindless anthropomorphism. There was no significant increase in individuals’ mindful anthropomorphism in any condition. The study indicated perceived mindless anthropomorphism results into better comprehension, attitude and purchase intention towards really new products.

Background Innovation Adoption Frameworks are applied in healthcare industry, but surgical innovation does not follow the same models as medical innovation and it is not always adopted fully by members of the team. Purpose The aim of this paper is to develop a framework for successful adoption of surgical innovation. Research design This paper is inspired by design thinking. Based on a pragmatic research philosophy, a mixed method approach was selected including semi-structured interview and focus groups, following a questionnaire. Study sample A sample of five specialists in the field (doctors and managers) were selected for interview. Six focus groups were conducted. On average, five people were involved in each focus groups, 30 participants in total, including consultants, senior and junior ward nurses, health care assistant (HCA), cancer nurse specialist, stoma nurses, theatre senior and junior staff. Data collection/analysis Qualitative data was collected and analyzed using Thematic Analysis. Results Following a design thinking approach; firstly, an initial Surgical Adoption Model was proposed, based on the existing literature. Then, the challenges, processes and teams involved in Robotic Surgery adoption, an existing surgical innovation in a local NHS hospital, were explored. Five main themes were extracted from interviews and focus groups data - ‘Innovation Perception’, ‘Guilty vs. Undervalued’, ‘Knowledge is Power’, ‘Ex-novation’ and ‘ Facilitators and Super-users’. This resulted into the development of an adapted Surgical Innovation Framework. Conclusions The Surgical Innovation Framework incorporated the themes extracted from the data. The framework is unique within the field of surgical innovation and is designed with the aim of improving surgical innovation adoption success rate. Future research can trial the framework to evaluate its effectiveness.

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