Consumer innovativeness model of Indonesian young consumers in relation with electronic products adoption

Abstract

The introduction of new products makes it important for marketers to understand how innovators respond it. This paper investigates consumer innovativeness (CI) from hierarchical perspective of CI and examines the simultaneous impacts of CI on new product adoption. The first, generalist streams represents a generalized personality trait that engenders consumers to adopt new product. The second, particularist stream focuses on product adoption behavior within a specific domain of interest. The third, Integrator perspective proposes to integrate these two streams by putting domain-specific innovativeness as mediating factor in relationship between general innovativeness and new product adoption. A structural equation model was used to test hypotheses using empirical data from 607 respondents in electronic products adoption. The findings have implications for innovation adoption theory, for managers involved in new product and service marketing, and for future research on innovation adoption.