The Effect of consumer innovativeness, personal characteristics on dairy new-product adoption in Mazandaran cities

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AKBARI MOHSEN; GHOLIZADEH MOHAMMAD HASSAN; KAZEMI HAMID

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Paper Information

Journal: JOURNAL OF INNOVATION AND ENTERPRENEURSHIP Year:2020 | Volume:8 | Issue:17 Page(s): 17-27

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Title

The Effect of consumer innovativeness, personal characteristics on dairy new-product adoption in Mazandaran cities

Author(s)

AKBARI MOHSEN | GHOLIZADEH MOHAMMAD HASSAN | KAZEMI HAMID | Issue Writer Certificate

Keywords

Consumer InnovativenessQ1

Personal CharacteristicsQ1

New-Product AdoptionQ1

Abstract

Nowadays, inventive consumers play a prominent role in the initial acceptance of the new product and the final acceptance of the new product by other consumers who have lower Innovativeness. Accordingly, many companies are seeking to identify the useful variables for the segmentation of consumers as innovative and adopter consumers. The purpose of this study is to investigate the effect of Consumer Innovativeness and Personal Characteristics on the adoption of new products. In this research, the role of moderating consumer Personal Characteristics has been investigated on the relationship between consumer innovation and new product adoption. For this purpose, the present study was conducted with a survey methodology strategy, targeting samples of Kaleh products (in Amol, Babol and Babolsar). Accordingly, the data were collected using a convenient sampling method from 398 Kaleh consumers during 1 month. In the end, due to the nature of the causal nature of the research methodology, the results of data analysis through Smart PLS software showed that Consumer Innovativeness influences the adoption of the new product and consumer characteristics impacts Consumer Innovativeness, and Personal Characteristics does not have an effect on new product adoption. In addition, the moderation of Personal Characteristics on the relationship between Consumer Innovativeness and the adoption of a new product, except for "education" was not approved.

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APA: Copy

AKBARI, MOHSEN, GHOLIZADEH, MOHAMMAD HASSAN, & KAZEMI, HAMID. (2020). The Effect of consumer innovativeness, personal characteristics on dairy new-product adoption in Mazandaran cities. JOURNAL OF INNOVATION AND ENTERPRENEURSHIP, 8(17 ), 17-27. SID. https://sid.ir/paper/406562/en

Vancouver: Copy

AKBARI MOHSEN, GHOLIZADEH MOHAMMAD HASSAN, KAZEMI HAMID. The Effect of consumer innovativeness, personal characteristics on dairy new-product adoption in Mazandaran cities. JOURNAL OF INNOVATION AND ENTERPRENEURSHIP[Internet]. 2020;8(17 ):17-27. Available from: https://sid.ir/paper/406562/en

IEEE: Copy

MOHSEN AKBARI, MOHAMMAD HASSAN GHOLIZADEH, and HAMID KAZEMI, “The Effect of consumer innovativeness, personal characteristics on dairy new-product adoption in Mazandaran cities,” JOURNAL OF INNOVATION AND ENTERPRENEURSHIP, vol. 8, no. 17 , pp. 17–27, 2020, [Online]. Available: https://sid.ir/paper/406562/en

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