Antecedent and Consequences of Consumer Innovativeness on Creative Industry Consumer

Abstract

This study developed a research from Steenkamp et all (1999) about the antecedents of consumer innovativeness.. In this study, consequence variables were added which was the effects of consumer innovativeness, namely new product (Service) innovation behavior, that was the extent to which a person adopts an innovation relatively earlier than the environmental community. The objects used in this study were consumers in ten types of creative industry businesses in Surabaya. To test the research hypotheses used the Structural Equation Model with the WARP PLS program. The results of this study proved that personal values had an effect on consumer innovativeness. Consumer context specific disposition had no significant effect on consumer innovativeness. The results also concluded that consumer social demographic had no significant effect on consumer innovativeness. This research also concluded that consumer innovativeness had a significant effect on consumer innovation behavior (new product /service innovation behavior).