An empirical study of innate consumer innovativeness,personal characteristics,and new-product adoption behavior |
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Authors: | Subin Im Barry L Bayus Charlotte H Mason |
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Institution: | (1) San Francisco State University, San Francisco, USA;(2) University of North Carolina at Chapel Hill, Chapel Hill, USA |
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Abstract: | This article explores the relationships between innate consumer innovativeness, personal characteristics, and new-product
adoption behavior. To do this, the authors analyze cross-sectional data from a household panel using a structural equation
modeling approach. They also test for potential moderating effects using a two-stage least square estimation procedure. They
find that the personal characteristics of age and income are stronger predictors of new-product ownership in the consumer
electronics category than innate consumer innovativeness as a generalized personality trait. The authors also find that personal
characteristics neither influence innate consumer innovativeness nor moderate the relationship between innate consumer innovativeness
and new-product adoption behavior.
Subin Im is currently an assistant professor of marketing at San Francisco State University. His primary scholarly interest includes
the organizational aspects of innovation, new-product development for marketing strategy, the consumer side of the innovation
adoption process, organizational learning in new-product development, moral hazard and adverse selection model, and research
methodology using multivariate statistical techniques. His current research projects include creativity in new-product development,
market orientation and innovation, consumer innovativeness, entrepreneurship and organizational learning in new-product development,
the development of the creativity measure, the validation of the innovativeness measure, and the testing of nonlinear effects
in structural equation modeling. He received his Ph.D. from the University of North Carolina at Chapel Hill. Subin worked
in banking and semiconductor industries before he joined academia.
Barry L. Bayus is a professor of marketing in the University of North Carolina's (UNC) Kenan-Flagler Business School. Prior to joining the
marketing faculty at UNC, Barry worked in both industry and academia. He has also served as an expert witness in patent infringement
cases involving high-tech products. His teaching and research interests are in the areas of new-product design and development,
marketing analysis and strategy, and technological change. His recent research is concerned with the creation and evolution
of new markets and the historical evolution of products, as well as new-product development issues such as speed to market,
product life-cycle management, new-product preannouncements, product proliferation, firm entry, and exit timing in dynamically
changing markets.
Charlotte H. Mason is an associate professor of marketing in the University of North Carolina's Kenan-Flagler Business School, where she leads
the MBA Customer and Product Management concentration. Her industry experience includes work for Procter & Gamble, Booz, Allen
and Hamilton, as well as consulting projects. Her research focuses on the development and testing of marketing models and
applications of multivariate statistics to marketing problems. She is currently investigating issues relating to the analysis
and use of large customer databases as well as strategic issues surrounding customer portfolio management. Her research has
been published inMarketing Science, theJournal of Marketing Research, theJournal of Consumer Research, Marketing Letters, theJournal of the Academy of Marketing Science, and theJournal of Business Research. She is on the review boards of theJournal of Marketing Research and theJournal of the Academy of Marketign Science and is coauthor (with William Perreault) ofThe Marketing Game!, a strategic marketing simulation. |
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