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AN EMPIRICAL STUDY OF INNATE CONSUMER INNOVATIVENESS, PERSONAL CHARACTERISTICS AND NEW PRODUCT ADOPTION BEHAVIOR

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Intellectual Contribution by Subin Im

Contribution Title

AN EMPIRICAL STUDY OF INNATE CONSUMER INNOVATIVENESS, PERSONAL CHARACTERISTICS AND NEW PRODUCT ADOPTION BEHAVIOR

Publication

Journal of the Academy of Marketing Science

Co-author

Year

2003

Description

This paper explores the relationships between innate consumer innovativeness, personal characteristics and new product adoption behavior. To do this, we analyze cross-sectional data from a household panel using a structural equation modeling approach. We also test for potential moderating effects using a two-stage least square estimation procedure. We find 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. We also find that personal characteristics neither influence innate consumer innovativeness nor moderate the relationship between innate consumer innovativeness and new product adoption behavior.

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