CONSUMER INNOVATIVENESS LEADING TO INNOVATION ADOPTION

Saima Hussain, Mohammad Zaki Rashidi


DOI: http://dx.doi.org/10.22555/pbr.v17i3.347

Abstract


Innovation is the key to success, therefore innovators need to be influenced for innovation adoption; through market analysis for consumers possess the necessary traits to understand the value of innovation in their lifestyles. This research study has analyzed the mobile phone consumer market empirically for the traits that are necessary for the adoption of innovation and has identified the market segments that are more motivated to embrace innovativeness. A consumer survey is conducted by using an adopted scale from 404 respondents. The data is analyzed by factor analysis, and 2 SLS regression method. The results reveal that consumer innovativeness is strongly influenced by personality traits such as intelligence, rationality, self-efficacy, interconnectedness, cosmopolites, and subjective norm. The study further provides the insight that consumers are ready to adopt the innovation and possess the necessary innovativeness trait to intellectually and rationally evaluate the innovative offering available in the market


Keywords


Consumer innovativeness, innovation adoption, personality traits, mobile phone users

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