An Empirical Research on Consumer Innovativeness in Relation with Hedonic Consumption, Social Identity and Self-Esteem

Abstract

Consumer innovativeness indicates the the degree of consumers' tendency to buy new products, services or brands. The focus of this research is the relation of consumer innovativeness with hedonic consumption, social identity and self-esteem. With the purpose of detecting the relations of hedonic consumption, self identity and self-esteem with consumer innovativeness, a quantitative research has been carried out. The survey instrument has been formed by using four scales from the existing literature. The universe of the research has been detected as the students of University of Turin -Italy. Due to the fact that the universe comprised of Italians, the survey instrument was translated from its original language English to Italian by using the methods of back-translation and pre-test. In accordance with the descriptional and relational model of research, several tests were applied to the data using SPSS and Lisrel. Finally results have been analyzed and discussed.

I Consume, Therefore I Am? Hyperconsumption Behavior: Scale Development and Validation

“…In this context, hyper-consumers not only seek to possess things but also to multiply their experiences and to experience because of the experience itself and because of the feeling of elation and new emotions. The utility of a hedonically based purchase decisions refers to aesthetic or sensual pleasure, arousal and excitement from a choice (Maden and Köker 2013). Unlike physical goods, hedonic consumption is experiential in nature and does not involve ongoing ownership and continued usage (Miao et al 2011).…”

Innovative Concept of Providing Local Public Services Based on ICT

“…Th is implies in the very process of innovation to understand the needs of consumers and of innovation to meet these needs. Th e adoption of innovations by consumers depends primarily on the characteristics of the innovation itself (Maden and Köker 2013) and the specifi c characteristics of consumers (Dobre et al 2009). Th e decisive characteristics of innovation in relation to its adoption may be considered as follows: relevant advantage, compatibility, complexity, may be personally appraised and visibility (Gregor andMičieta 2010, Hroncová-Vicianová andHronec 2017).…”

“…Specifi c characteristics of consumers are refl ected in consumer innovativeness and their willingness to adopt innovation. Th e concept of consumer innovativeness, which is associated with the interests of consumers relating to new innovative products, is one of the key areas of inquiry into innovation in marketing science (Midgley and Dowling 1978;Steenkamp et al 1999;Tellis et al 2009;Šebo and Virdzek 2012;Maden and Köker 2013;Šebo and Šebová 2016;Balco et al 2018). According to Steenkamp et al (1999) this interest is driven by four factors: the need for initiatives / incentives, the need to know new information, the need for independence from the experience of others and the need to be unique.…”

“…Several studies indicate that addiction negatively aff ects consumer innovativeness (Dobre et al 2009). Nostalgia is refl ected in the preferred products of the past, as well as negatively aff ecting consumer innovativeness (Maden and Köker 2013).…”