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Relation between Consumer Innovativeness Behavior and Purchasing Adoption Process: A Study with Electronics Sold Online

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  • Anderson Neckel
  • Ricardo Boeing

Abstract

This paper aims at analyzing the influence of consumer innovativeness behavior on the purchasing adoption process of products sold on the internet. Through a theoretical framework, the Domain Specific Innovativeness (DSI) and New Involvement Profile (NIP) scales were used in the study. The research approach has a mixed methodology, having both qualitative and quantitative approaches. In the qualitative phase, two focus group were conducted, with the objective of aligning the scales with the main research focus, and in the quantitative phase, an online survey with 448 respondents was applied. Data processing was based on multiple linear regression and results shows that the construct of the consumer innovativeness behavior has an explanatory power (R2) of 59.8% relative to the purchasing adoption process by the consumer. The consumers with a stronger innovativeness behavior showed to have similar characteristics when it came to purchasing innovative electronic products, making it easier to lead them to consumption.

Suggested Citation

  • Anderson Neckel & Ricardo Boeing, 2017. "Relation between Consumer Innovativeness Behavior and Purchasing Adoption Process: A Study with Electronics Sold Online," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(3), pages 64-75, April.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:3:p:64-75
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    References listed on IDEAS

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    1. S.A. Horn, 2009. "Product adoption and innovation diffusion: the case of Japanese marketing to China," Asia Pacific Business Review, Taylor & Francis Journals, vol. 15(3), pages 389-409, July.
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    Cited by:

    1. Michalak Szymon & Bartkowiak Paweł, 2021. "Consumer Innovativeness and Personal Characteristics – A Study Among the Inhabitants of the Poznań Agglomeration," Folia Oeconomica Stetinensia, Sciendo, vol. 21(1), pages 31-47, June.

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    More about this item

    Keywords

    consumer innovativeness behavior; marketing; purchasing adoption process;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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