Measuring Consumer Innovativeness

Abstract

The development of a self-report scale to measure domain specific consumer innovativeness is described. A major problem faced by researchers interested in the diffusion of innovations has been the difficulty in measuring the innovativeness construct in a reliable and valid way. Several operationalizations have been proposed and are commonly used, yet none has received substantial evidence supporting its reliability and validity. A series of six studies describes the development and evaluation of a six-item, self-report scale to measure innovativeness within a specific domain of interest familiar to the consumer. The scale is shown to be easy to administer, highly reliable and valid, and adaptable across domains.at UQ Library on June 15, 2015 jam.sagepub.com Downloaded from

Generating and Assessing Consumer’s Innovation Adoption through Consumer Innovativeness, Innovation Characteristics and Perceived Brand Innovativeness

“…Innovative consumer has an outstanding role in the diffusion and adoption of innovations, several researches have pursued to determine the variables which are used to segment consumers into categories as innovators or late adopters (Goldsmith & Hofacker, 1991;Hirshman, 1980;Im et al, 2003;Lassar et al, 2005;Truong, 2013). At first, new product/service is purchased and tried by few people and then more people decide to adopt the innovation; until nearly every consumer try or purchase it even once (Solomon et al, 2006).…”

“…Midgley & Dowling (1978) have stated that researchers that are measuring innovativeness with the cross-sectional technique are studying it with regard to a product category. These methods are used very commonly in the literature and all of them have its strengths and weaknesses (Goldsmith & Hofacker, 1991). Midgley & Dowling (1978) have suggested cross-sectional technique by emphasizing that it measures the construct deeply and more abstractly; which is related to individual's personality.…”

“…Direct measurement techniques used by researchers are two-fold, general or innate innovativeness (e.g., Hirshman, 1980;Im et al, 2003;Lassar et al, 2005) and domain-specific innovativeness (e.g., Citrin et al, 2000;Goldsmith & Hofacker, 1991;Truong, 2013) as mentioned by Citrin et al (2000). Hirschman (1980) has described innate or general innovativeness as inherent novelty seeking and has stated that it is innate willingness to adopt new products.…”

“…Reasonably, a consumer who possesses the willingness to adopt a new product also has the desire for novel experiences (Cowart et al, 2008). Goldsmith & Hofacker (1991) have declared that compared to both "innate innovativeness" which is an abstract concept and "single product purchase" construct, domain-specific innovativeness is different from them with the reflection of specific consumer interest area. Domain-specific innovation refers to the inclination of consumers to get information about and adopt innovations that draw their attention or interest, and it provides a deep information of consumers' particular interest areas (Citrin et al, 2000).…”

Como você fez sua escolha?: o papel do foco motivacional sobre a tendência a inovar

“…Goldsmith e Hofacker (1991) Princípio motivacional: papel dos objetivos de escolha na adoção de inovações Bettman et al (1998) propuseram que os consumidores têm uma hierarquia de objetivos buscados durante o processo de decisão do produto ou serviço. Os autores sugerem que existem objetivos considerados "os mais importantes aspectos motivacionais para a tomada de decisão" (p. 192).…”