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Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value

Author

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  • Salem A. Al-Jundi
  • Ahmed Shuhaiber
  • Reshmi Augustine

Abstract

Prior research on the impact of consumer innovativeness on new product purchase intentions experienced confusion about the definition of innovativeness and the interest in a specific domain. To fill the gaps, this study builds a new model to examine the multivariate effects of different variables on new product purchase intentions in general and the interplay between all latent variables. We tested a sample of 438 responses that reflect the perspectives of the public in the Emirate of Abu Dhabi, United Arab Emirates, by using partial least squares/structural equation modeling. Substantively, perceived value intercedes in the impact of consumer innovativeness on purchase intentions. Similarly, the learning process mediates the effect of consumer innovativeness on purchase intentions, whereas perceived value mediates the effect of the learning process on purchase intentions. Finally, the learning process and perceived value mediate the effect of consumer innovativeness on new product purchase intentions.

Suggested Citation

  • Salem A. Al-Jundi & Ahmed Shuhaiber & Reshmi Augustine, 2019. "Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1698849-169, January.
    • Handle: RePEc:taf:oabmxx:v:6:y:2019:i:1:p:1698849
    DOI: 10.1080/23311975.2019.1698849
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    Citations

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    Cited by:

    1. Jebarajakirthy, Charles & Das, Manish & Shah, Dhara & Shankar, Amit, 2021. "Deciphering in-store-online switching in multi-channel retailing context: Role of affective commitment to purchase situation," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    2. Vibhava Srivastava & Amit Kumar Gupta, 2023. "Price sensitivity, government green interventions, and green product availability triggers intention toward buying green products," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 802-819, January.
    3. Radka MacGregor Pelikánová & Martin Hála, 2021. "CSR Unconscious Consumption by Generation Z in the COVID-19 Era—Responsible Heretics Not Paying CSR Bonus?," JRFM, MDPI, vol. 14(8), pages 1-19, August.
    4. Minh-Tri Ha & Giang-Do Nguyen & Thi Huong-Thanh Nguyen & Bich-Duyen Nguyen, 2023. "The use of dietary supplements and vitamin consumption during and after the Covid pandemic in Vietnam: a perspective of user-generated content," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    5. Saurav KUMAR, 2023. "Customer Innovativeness An Effusive Perspective To Brand Extension," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(4), pages 61-67, December.
    6. Li Jiang & Mei Zhao & Hao Lin & Lvyu Yang, 2022. "How Do Consumer Innovation Characteristics and Consumption Value Shape Users’ Willingness to Buy Innovative Car Safety Seats?," Sustainability, MDPI, vol. 15(1), pages 1-28, December.
    7. Ji-Hye Kim & Eungoo Kang, 2023. "An Empirical Research: Incorporation of User Innovativeness into TAM and UTAUT in Adopting a Golf App," Sustainability, MDPI, vol. 15(10), pages 1-22, May.

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