Consumer innovativeness, as a force that leads to innovative behavior, has often been cited and s... more Consumer innovativeness, as a force that leads to innovative behavior, has often been cited and studied in research on the diffusion of innovation. Surprisingly, it appears that there is still room for discussion about this concept. This article attempts to take stock of this issue. In the first part, the different theoretical definitions of the notion are introduced critically. The second part is devoted to displaying major measurement scales that have been designed with a view to measuring this construct. This review helps in understanding the diversity of approaches to innovativeness. It raises two main questions: (1) Are the different theoretical conceptualizations of innovativeness equally valid and compatible? (2) Do the scales really express each theoretical standpoint? This suggests that the present scales may be imperfect, and construction of a new one may well be of interest. D
According to the literature, the two key factors that govern consumers' adoption of innovative pr... more According to the literature, the two key factors that govern consumers' adoption of innovative products are perceived product attributes and consumer traits. An IT product, iPad, is considered in a case study of how consumer innovativeness and new product attributes affect consumers' intentions to adopt. The investigation also discusses the effect of consumer innovativeness on the relationship between new product attributes and adoption intentions. Consumer innovativeness and perceived new product attributes are found to influence the adoption of new products, and consumer innovativeness is found moderately to affect the relationships between perceived new production attributes and consumers' adoption intentions.
Consumer innovativeness, as a force that leads to innovative behavior, has often been cited and s... more Consumer innovativeness, as a force that leads to innovative behavior, has often been cited and studied in research on the diffusion of innovation. Surprisingly, it appears that there is still room for discussion about this concept. This article attempts to take stock of this issue. In the first part, the different theoretical definitions of the notion are introduced critically. The second part is devoted to displaying major measurement scales that have been designed with a view to measuring this construct. This review helps in understanding the diversity of approaches to innovativeness. It raises two main questions: (1) Are the different theoretical conceptualizations of innovativeness equally valid and compatible? (2) Do the scales really express each theoretical standpoint? This suggests that the present scales may be imperfect, and construction of a new one may well be of interest. D
According to the literature, the two key factors that govern consumers' adoption of innovative pr... more According to the literature, the two key factors that govern consumers' adoption of innovative products are perceived product attributes and consumer traits. An IT product, iPad, is considered in a case study of how consumer innovativeness and new product attributes affect consumers' intentions to adopt. The investigation also discusses the effect of consumer innovativeness on the relationship between new product attributes and adoption intentions. Consumer innovativeness and perceived new product attributes are found to influence the adoption of new products, and consumer innovativeness is found moderately to affect the relationships between perceived new production attributes and consumers' adoption intentions.
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