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The Role of Innate Consumer Innovativeness in New Product and Service Adoption Behavior: A Longitudinal Reexamination and Empirical Extension.

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Intellectual Contribution by Subin Im

Contribution Title

The Role of Innate Consumer Innovativeness in New Product and Service Adoption Behavior: A Longitudinal Reexamination and Empirical Extension.

Conference

Asia Pacific Advances in Consumer Research

Year

2004

Description

Consumer innovativeness research has focused on examining variables useful for identifying innovators due to their significant roles in the diffusion and adoption of new products. Despite continuous efforts, empirical studies have provided mixed support on the relationship between innovative predispositions (called innate consumer innovativeness) and innovative adoption behavior. In order to explain the inconsistent support for the relationship, this study explores the following gaps: (1) are innovative predispositions and behaviors and their relationship persistent over time, (2) does vicarious innovativeness (i.e., communication factors such as advertising, word-of-mouth, and modeling) mediate this relationship, and (3) can we generalize the findings by extending the research into services? We used both longitudinal data (N = 296) and cross-sectional data (N = 147) from a panel of consumers to provide empirical evidence. Our study finds that innovative predisposition and adoption behavior did persist over time, while there exists no cross-lag effect between them. We indeed find mediating effects of vi-carious innovativeness and the support of generalizability of our findings in services. More interestingly, personal communications (word-of-mouth and modeling) played a consistently strong mediating role in explaining the relationship between innovative predispositions anda-doption behavior, while impersonal communications (advertising) did not.

Complete Citation

IM, Subin, Charlotte Mason, and Mark B. Houston (2004), "The Role of Innate Consumer Innovativeness in New Product and Service Adoption Behavior: A Longitudinal Reexamination and Empirical Extension," in Asia Pacific Advances in Consumer Research, Yongwon Ha and Youjae Yi (eds.), Vol 11, Seoul, South Korea: Advances in Consumer Research (Abstract).

Website

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