Investigating the Effect of Innate Innovativeness on Innovative Consumer Behavior through the mediating role of Domain Specific Innovativness (Case Study: The consumers of Smart Wearable Products)

Document Type : Research Paper

Authors

1 PhD Candidate in Human Resource Management, Management Department, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran

2 Associate Professor, Management Department, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran.

3 Professor, Management Department, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran

10.35066/J040.2019.115

Abstract

One of the most lucrative strategies for competitive organizations is to put innovative products on the market and gain a competitive advantage. Consumer innovativeness creates the desire in a person to go for different products. The innovative behavior of these consumers motivates others to emulate them and buy new products. Therefore, innovative consumers and their innovative behavior play a key role in the success of new products and services. The present study, in accordance with the hierarchical view of consumer innovativeness, examines the effect of innate innovativeness on innovative consumer behavior with the role of the interface of domain specific innovativeness. The research method of the present study is analytical-survey and in this research, available sampling has been used. Because the size of the community is not known and no information is available on the variance of the community, according to the Cochran's formula with a 95% confidence interval and a tolerable error value of 0.07, the sample size is 390 consumers of smart wearable products in Mashhad. A questionnaire was used to collect preliminary data. After collecting the data, the research hypotheses were analyzed using structural equation modeling and through Amos software. The results of the present study confirm the hierarchical view of consumer innovativess, especially that cognitive innovatiness and Product possessing innovativeness as well as Sensory innovativeness and Information possessing innovativeness are the best combinations to predict innovative consumer behavior.

Keywords

References

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Consumer Behavior Studies Journal
Volume 8, Issue 1
April 2021
Pages 85-104

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