عنوان انگلیسی مقاله:

Consumer innovativeness influence on really new product adoption

ترجمه عنوان مقاله:  اثر نوآوری مصرف کننده بر پذیرش محصول جدید

رشته: مدیریت استراتژیک

سال انتشار: 2012

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Abstract Consumer innovativeness influence on really new product adoption

The results of academic research into consumer innovativeness and its influence on product adoption lack consensus. To help close this gap, the study examines the relationship between consumer innate innovativeness, domain specific innovativeness, vicarious innovativeness, and the adoption of really new consumer electronic products. This study employs a quantitative survey-based approach to test several hypotheses related to consumer innovativeness and really new product adoption. In total, 256 Australians above the age of 18 completed an online survey and subsequently form the basis of the analysis.

Employing structural equation modeling we find that domain specific innovativeness rather than consumer innate innovativeness is the primary influencer of the adoption of such products. We find however that the relationship between domain specific innovativeness and really new product adoption, although positive, is still quite weak. The result highlight the need for further research to more fully understand what drives or explains the adoption of ‘‘really new’’ products both in Australia and internationally and to further clarify relationships between innovativeness measures.

Keywords: Consumer innovativeness, Really new products, Diffusion of product innovation

مقدمه مقاله

Introduction Consumer innovativeness influence on really new product adoption

Firms believe that the continual introduction of new products is an important aspect of their business and will help attract more demand and maintain a competitive position in a market (Cooper and Kleinschmidt, 1987; Griffin and Page, 1996; Lundvall and Christensen, 2004). In order to create new markets and to alter the value dynamics in a competitive market, firms need to develop more ‘‘really new’’ products rather than radical or incremental products. Really new products are new products that result in a market discontinuity or a technological discontinuity but do not require customers to undergo significant training in order to use them and extract their value. Really new products provide an increased opportunity for a stronger competitive position relative to more incremental innovations.

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