IDEAS home Printed from https://ideas.repec.org/a/ids/gbusec/v18y2016i1p15-27.html
   My bibliography  Save this article

Consumer innovativeness and opinion leadership: revisiting consumer characteristics in new product diffusion model

Author

Listed:
  • Somkiat Eiamkanchanalai
  • Nuttapol Assarut

Abstract

This study aims to examine new product adoption behaviours of consumers in the electronics sector. Past literature of new product and innovation diffusion research studied the characteristics of consumers who adopted the product in different time periods. These studies assumed that consumers adopted the product based on its utilitarian values alone. None of the studies include hedonic values. The objectives of this study are to extend the innovation diffusion model by applying the concept of consumer innovativeness; to classify groups of consumers based on their innovativeness; to compare this classification with the original categorisation by Rogers (1983); and to explore their opinion leadership role in the new product diffusion process. Managerial implications and limitations are suggested.

Suggested Citation

  • Somkiat Eiamkanchanalai & Nuttapol Assarut, 2016. "Consumer innovativeness and opinion leadership: revisiting consumer characteristics in new product diffusion model," Global Business and Economics Review, Inderscience Enterprises Ltd, vol. 18(1), pages 15-27.
    • Handle: RePEc:ids:gbusec:v:18:y:2016:i:1:p:15-27
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=73299
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Romero-Rodríguez, Margarita E. & Rodríguez-Donate, M. Carolina & Hernández-García, M. Carmen & Rodríguez-Brito, M. Gracia, 2020. "Influence of opinion leadership identification criteria: The purchase of smartphones," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:gbusec:v:18:y:2016:i:1:p:15-27. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=168 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.