Effects of Innate Innovativeness and Product Interest on Product-Specific Consumer Innovativeness

Chung, Ihn Hee; Cho, Yun Jin

doi:10.6115/fer.2018.013

Cited by 2 publications

(1 citation statement)

References 15 publications

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“…Conversely, Chung and Cho (2018) has investigated clothing interest in the antecedent position to both item-specified and instinctive innovativeness. Even so, innovativeness among fashion advocates would frequently spearhead fashion trends within the wider marketplace, further prevailed as an impactful fashion-change agent on fashion leaders and followers alike (Baker et al, 2019).…”

Section: Psychological Factorsmentioning

confidence: 99%

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cham

Cheng

2020

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Purpose The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. Design/methodology/approach The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software. Findings Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention. Originality/value This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

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Section: Psychological Factorsmentioning

confidence: 99%

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cham

Cheng

2020

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Consumer Innovativeness and Consumption Behavior of New Sauce Products for the Japanese Consumer

Kim

You

Lee

et al. 2019

Korean J Community Nutr

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Objectives: This study analyzed Japanese consumers on their sauce consumption, and assessed the relationship between consumer innovativeness and consumption behavior for new sauce products. Methods: The survey was completed by local consumers visiting Korean restaurants in Osaka, Japan, in September 2018. The demographic characteristics, consumption of sauce, consumer innovativeness, and factors of theory of planned behavior were evaluated. Totally, 150 collected data were analyzed using the IBM SPSS Statistics 25.0 Program (IBM SPSS INC, Armonk, NY, USA). Results: Results of the survey indicate that Japanese consumers purchase a sauce by considering the taste and food utilization. Sauce purchases were maximum at mega markets and supermarkets. The consumer innovativeness for Japanese consumers was based on 3 factors: 'Purchasing adventurous products (3.51 ± 0.96)', 'Active information seeking (4.36 ± 1.11)', and 'Interactive information seeking (4.33 ± 1.02)', where the tendency of 'Active information seeking' was the highest innovativeness factor. Furthermore, higher values of perceived behavior control (4.68 ± 1.21), attitude (4.66 ± 1.41) and subjective norm (4.39 ± 1.28) were revealed, when assessing for theory of planned behavior factors. Correlating the variables of consumer innovation and factors of planning behavior theory, 'Active information seeking' is a positive attribute for attitude (p<0.016), subjective norm (p<0.001), and perceived behavior control (p<0.002). These 3 factors also had significantly positive effects on purchase intention for new sauce product (p<0.000, p<0.000, and p<0.002, respectively). Attitude was determined to be another very influential variable for purchase intention of a new sauce product (B=0.484, t=6.881). Conclusions: The results of this study determine the consumption patterns of sauce for the Japanese consumer, and the relationship between consumer innovativeness and consumption behavior for Korean traditional sauces. We believe the data generated from this study will help determine a marketing strategy to enter the Japanese market.

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Effects of Innate Innovativeness and Product Interest on Product-Specific Consumer Innovativeness

Cited by 2 publications

References 15 publications

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Consumer Innovativeness and Consumption Behavior of New Sauce Products for the Japanese Consumer

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