Low socioeconomic class and consumer complexity expectations for new product technology |
| |
Authors: | Carlos A. Trujillo,André s Barrios |
| |
Affiliation: | a School of Management, Universidad de los Andes, Calle 21 No. 1-20 SD Building, Bogotá, Colombia b University of Wyoming, Dept. 3275, 1000 E. University Avenue, Laramie, WY 82071, USA |
| |
Abstract: | This research improves the field's understanding of subsistence consumers by investigating how low socioeconomic class relates to expectations of complexity from new products. The study tests a model of the relationship between consumer socioeconomic class, self-esteem, self-assessed capabilities, and knowledge about product domains, and the influence of self-esteem, self-assessed capabilities, and product domain knowledge on consumer expectations of complexity when facing a new product technology. A sample of 266 Colombian consumers representing different socio-economic classes is used to test the model using structural equation modeling. The results show that self-esteem, self-assessed capabilities, and product domain knowledge are predictive of expectations of complexity, with low self-esteem, low capabilities, and low product knowledge leading to higher complexity expectations. Socioeconomic status relates closely to self-esteem, self-assessed capabilities, and product domain knowledge and can be used as a surrogate for the individual-level constructs. |
| |
Keywords: | Adoption of new product technology Complexity expectation Subsistence markets |
本文献已被 ScienceDirect 等数据库收录! |
|