An empirical study of innate consumer innovativeness, personal characteristics, and new-product adoption behavior

Deskripsi

The relationships between innate consumer innovativeness, personal characteristics, and new-product adoption behavior is explored. To do this, cross-sectional data from a household panel using a structural equation modeling approach is analyzed. The study tests for potential moderating effects using a 2-stage least square estimation procedure. It was found that the personal characteristics of age and income are stronger predictors of new-product ownership in the consumer electronics category than innate consumer innovativeness as a generalized personality trait. It was found that personal characteristics neither influence innate consumer innovativeness nor moderate the relationship between innate consumer innovativeness and new-product adoption behavior.Printed Journal