This research draws on the call by empirical studies for further investigation on consumer innovativeness, its measurement, and its link to really new product adoption. Most studies of consumer innovativeness have been done in the U.S. and Europe. The Asia – Pacific regions has begun to attract attention. Specifically, this research examines the relationship between consumer innate innovativeness, domain specific innovativeness, vicarious innovativeness, the desire for unique consumer products and the adoption of “really new” consumer electronic products in Australia, China and Taiwan. The result finds that the adoption of such products is primarily influenced by domain specific innovativeness across the three countries. Vicarious Innovativeness is suggested to have an influence on Australian’s new product adoption behavior. In contrast, the desire for unique consumer products is a better predictor of new product adoption of customers with Chinese culture background than vicarious innovativeness.
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- Does Consumer Innovativeness Influence Western and Eastern Customers’ Really New Product Adoption Behavior Differently?
- Springer International Publishing
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