Consumer Innovativeness and the Adoption Process

Abstract

Two conceptualizations of innovativeness are operationalized and related to the new product adoption process. Multi‐item scales designed to measure consumer independent judgment making (i.e., the degree to which an individual makes innovation decisions independently of the communicated experience of others) and consumer novelty seeking (i.e., the desire to seek out new product information) are developed and tested on adult consumers. Tests of the hypothesized effects of these traits show that consumer novelty seeking is positively related to early stages of the adoption process (i.e., actualized novelty seeking and new product awareness), whereas consumer independent judgment making is only associated with later stages of the adoption process (i.e., new product trial). The implications of these findings and suggestions for future research are also discussed.

Factors Influencing Customer’s Acceptance of Islamic Banking Products and Services

“…Another factor that emerges to be not significant as a determinant on the decision to adopt Islamic banking is 'Customer Innovativeness'. As described by Manning et al (1995), customers who display a high level of innovative characteristic have a propensity to make decisions to adopt innovations independently. The result of this study indicates that the customers in Bintulu do not consider the attribute of 'Customer Innovativeness' as important in their decision to adopt (or not) Islamic banking facilities.…”

“…In the context of marketing, this construct has been evaluated through the 1) 'purchase intentionsviewpoint' for some new products, 2) 'quantity of new products owned', as well as 3) 'relative time of adoption' for specific new products.These are typically used in domainspecific products and services (Lassaret al, 2005). Manning et al (1995) describe that customers who display high level of innovative characteristic have 1) a propensity to make decisions to adopt innovations independently, 2) a great interest in novelty and 3) a strong willpower to discover new product information. Hoffman and Soyez (2010) indicate that innovative customers employ distinctive medium to search information and regularly concentrate on particular categories of product.…”

The Influence of Cognitive Innovativeness on the Behavior and Style of Consumer Adoption: Implications for Electronic-Banking Service Adoption

“…Consumer innovativeness is often viewed as a personality trait reflecting a willingness to change (Park, Yu, & Zhou, 2010). It can be stated that consumer innovativeness has been purported to differentiate early adopters from general consumers (Manning, Bearden, & Madden, 1995). Extant literature broadly defines consumer innovativeness as the desire to seek out arousal and novelty from new products (Hirschman, 1984).…”

The effect of consumer innovativeness in the acceptance of a new food product. An application for the coffee market in Spain

“…It may be described as the early purchase of a new product or as the tendency to be attracted by new products . Hirschman (1980) and Manning et al (1995) see this innovating character as the inherent desire to search for novelties and creativity. Steenkamp et al (1999), for their part, see it a predisposition to buy new and different products and brands as opposed to sticking with previous choices and habits of consumption.…”

“…The bulk of the research into consumer innovativeness has been carried out in the framework of consumer psychology and marketing. It has centered on innovativeness as an aspect of personality (Hirschman, 1980;Venkatraman & Price, 1990;Venkatraman, 1991;Manning et al, 1995;Steenkamp & Baumgartner, 1995;Steenkamp et al, 1999). Its objective has been to identify innovative consumers on the basis of their predisposition towards innovative products, as well as their predisposition towards innovative behavior (Foxall, 1988(Foxall, , 1995Midgley & Dowling, 1993;Manning et al, 1995).…”