Impact of consumer innovativeness on really new product adoption

Abstract

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.

Investigating the Personalization–Privacy Paradox in Internet of Things (IoT) Based on Dual-Factor Theory: Moderating Effects of Type of IoT Service and User Value

“…Regarding the adoption of high-technology products and services, previous studies often addressed innovativeness as a single dimension, whereas recent research suggested a multidimensional construct [38][39][40]. These studies classified multiple types of innovativeness by referring to the four-dimensional motivated consumer innovativeness proposed by Vandecasteele and Geuens [20].…”

“…Thus, individuals who are motivated with higher innovativeness are more positively aware of the personalization provided by IoT services. Innovativeness can be classified into four dimensions: cognitive, functional, hedonic, and social [20,[38][39][40].…”

“…Generally, new products/services based on advanced technologies such as IoT have a highly innovative nature. Therefore, cognitively motivated individuals may find that a new experience using such a product/service is mentally stimulating and will exert more effort to comprehend the product/service by following the central processing route, leading to an increase in the individual's comprehension of the new product/service [40]. Individuals who are motivated with higher cognitive innovativeness are expected to more positively perceive IoT service personalization because it provides cognitively stimulating experiences.…”

The Role of Individual Cultural Values in Personal Innovativeness

“…Table 2 illustrates the latest findings on the same. ,1975;Midgley & Dowling, 1978;Hirschman,1980;Venkatraman,1991;Agarwal & Prasad,1998;Roehrich, 2004;Lu et al,2005;Dobre et al, 2009;Xu & Gupta, 2009;Park & Kim, 2010;Bouwman et al,2014;Lu ,2014;Rahman et al,2014;Thakur, Angriawan & Summey,2016;Truong et al,2017;Krey et al,2019;Klein,Horak, Li & Bacouel ,2019;Esfahani & Reynolds ,2021) Traits influenced by culture (McCrae & Costa ,1997;McCrae & Costa ,1998;Church ,2000;Hofstede & McCrae ,2004;Fleeson & Jayawickreme ,2015) Also, as stated in many definitions; culture influences society by its values (Deshpande et al,1993;Yeniyurt & Townsend, 2003;Kirkman et al,2006;Geertz, 1973;Hofstede & McCrae, 2004;Benedict, 1934;Yaprak, 2008;Gamage & Wickramasinghe,2012;Maitland, 1999). So, it is important to study the value structure when understanding IN, its significance to the customer's cognitive structure, and personal values (Steenkamp et al, 1999).…”

A Research on the Relationship Between the Personal Values of Consumers and Their Attitude to Innovativeness

“…Tüketici yenilikçiliğine etki eden çeşitli demografik faktörler geçmişten günümüze pek çok araştırmacı tarafından ele alınmış ve zaman içinde farklı sonuçlarla karşılaşılmıştır (Esfahani ve Reynolds, 2021;Triwijayati, vd., 2020). Buna göre genç, eğitim seviyesi yüksek, bekar, kişisel geliri yüksek olan bireylerin diğer tüketicilere kıyasla yeniliklere daha kolay adapte oldukları, yenilikçi tutum ve davranışlara daha eğilimlidir (Baumgarten, 1975;Midgley ve Dowling, 1978;Venkatraman, 1991;Midgley ve Dowling 1993;Fell, vd., 2003;Tsu Wee, 2003).…”