Theory and measurement of consumer innovativeness

Goldsmith, Ronald E.; d’Hauteville, François; Flynn, Leisa Reinecke

doi:10.1108/03090569810204634

Cited by 132 publications

(109 citation statements)

References 26 publications

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“…Consumer innovativeness was measured with four scales borrowed from Goldsmith and Hofacker (1991) and Goldsmith et al (1998). The domain of interest was mobile phones and accordingly subjects were primed with their experience with these products.…”

Section: Methodology Study 1 -Experimental Studymentioning

confidence: 99%

Branding strategies for high-technology products: The effects of consumer and product innovativeness

Truong

Klink

Simmons

et al. 2017

Journal of Business Research

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Selecting the appropriate brand name is a critical factor in determining new product success. To date, little research exists to inform whether the new product should carry a new brand name or borrow an existing one from another product (or set of products). Prior research has found consumer response to the alternate branding strategies depends on consumer innovativeness -i.e., one's propensity to adopt new products earlier vs. later. Specifically, unlike later adopters, earlier adopters were found to favor new brands on FMCG products. We posit that these findings may not generalize to High-Technology (HT) products. One of the hallmark characteristics that differentiate products in HT categories from other product categories, including FMCG, is uncertainty. By drawing on theory from Dowling and Staelin's (1994) framework on perceived-risk handling, we propose that both earlier and later adopters will use known brands to cope with the elevated risk associated with an innovative HT product. Two studies are reported. In an experimental setting, Study 1 found that, contrary to prior research, the effect of consumer innovativeness on new product evaluation is not greater for new (vs. existing) brand names on more innovative HT products. Furthermore, we found that highly innovative consumers evaluated innovative HT products more favorably if they carried an existing (vs. new) brand name. In a field setting, Study 2 used netnography to corroborate these findings. A managerial contribution of our research is to help the practitioner choose an effective branding strategy for HT innovations. A theoretical contribution of our work is to include key elements of Dowling and Staelin's framework (i.e. category-specific risk, product-specific risk and consumers' acceptable level of risk) in advancing both branding and diffusion theory. Perhaps more importantly, our work brings needed attention to a critical, yet under-researched area -i.e., branding and HT products.

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Section: Methodology Study 1 -Experimental Studymentioning

confidence: 99%

Branding strategies for high-technology products: The effects of consumer and product innovativeness

Truong

Klink

Simmons

et al. 2017

Journal of Business Research

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“…The concept and scaling of domain specific innovativeness (DSI) of Goldsmith and Hofacker (1991) has been found to be associated with the adoption of a wide range of innovations, while its measure, the Domain Specific Innovativeness (DSI) scale, has been shown to be internally and temporally reliable and free of social desirability bias (Goldsmith et al, 1998;Goldsmith and Hofacker, 1991), at least in the populations and situational contexts investigated. Of pertinence here, Goldsmith (2000Goldsmith ( , 2001, Citrin et al (2000), and Blake et al (2003) applied the DSI measure to online shopping.…”

Section: Innovativenessmentioning

confidence: 99%

Tailoring new websites to appeal to those most likely to shop online

2005

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This study extends the conventional wisdom concerning how a commercial website can be configured to attract online shoppers, and specifically, initial shoppers. Based on past research [Inform. Syst. Res. 13 (2002) 187] and theory [Diffusion of Innovations (1995)], a number of 'form' and 'substantive' website features were assessed as to their attractiveness to consumers of varying (a) Internet experience and (b) innovativeness. A self-administered survey was completed by a convenience sample of 363 residents of the US and Canada. A discriminant analysis confirms that two functions, generally representing form and substantive features, each discriminate between (a) high and low innovativeness (DF1) and (b) high and low Internet experience (DF2). Further, those with more Internet experience show a stronger preference for substantive features than do those with less experience. But high and low experience groups do not differ noticeably with regard to preference for form features. It was also found that, conversely, the more innovative shoppers reveal a stronger preference for form features. But high and low innovativeness groups do not differ appreciably in respect to desire for substantive features. This suggests the dynamics underlying the attraction of initial Internet users to particular shopping sites. Both theoretical and practical implications of the findings are discussed. q

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“…According to previous researches the variables product knowledge, product usage and product involvement as the moderator variables, affect the domain-specific innovativeness in the consumer innovativeness hierarchy model (Girardi, Soutar, & Ward, 2005;Goldsmith, Hauteville, & Flynn, 1998;Grewal, Mehta, & Kardes, 2000) so it is suggested that this subject will be investigated in future researches.…”

Section: Suggestions For Future Researchesmentioning

confidence: 99%

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

Zarandi

Lotfizadeh²

2016

IJMS

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Cognitive Innovative consumers are an important market segment for marketers. Revenue from new products adopted by innovative consumers plays a pivotal role for many firms. Hence having a correct understanding from the behavior and style of their purchase helps the firms to create and implement effective marketing plans for the new products. The current study investigates the behavior and shopping style of cognitive innovative consumers in electronic banking services through a hierarchical perspective. This research is quantitative and is practical in terms of the purpose. Yet it is a field study in terms of data gathering. The statistical population of this research includes the students of Azad University of Qazvin in Iran and the sample size is 384 persons. The resulted findings from this research, verify the hierarchy perspective of consumer innovativeness, specially the fact that cognitive innovativeness and domain-specific innovativeness are the best combination of predicting the adoption of new product behavior. Moreover the adoption behavior of these consumers follows the quality consciousness style. Results show that banks should target the cognitive innovative customers in order to have a successful marketing in regards with attracting customers and increasing the revenues from selling the electronic banking services.

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Theory and measurement of consumer innovativeness

Cited by 132 publications

References 26 publications

Branding strategies for high-technology products: The effects of consumer and product innovativeness

Branding strategies for high-technology products: The effects of consumer and product innovativeness

Tailoring new websites to appeal to those most likely to shop online

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

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