Impact of consumer innovativeness on really new product adoption.

Abstract

Purpose – This study explores 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/approach – This study adopts a quantitative approach, gathering survey data via an institutional online platform. 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. Findings – Results 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/implications – The 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. Originality/value – This 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.