Investigating the Effect of Innate Innovativeness on Innovative Consumer Behavior through the Mediating Role of Domain Specific Innovativness (Case Study: The Consumers of Smart Wearable Products)

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Kardani Malekinezhad Mona; KHORAKIAN ALIREZA; RAHIMNIA FARIBORZ

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Journal: CONSUMER BEHAVIOR STUDIES Year:2021 | Volume:8 | Issue:1 Page(s): 85-104

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Title

Investigating the Effect of Innate Innovativeness on Innovative Consumer Behavior through the Mediating Role of Domain Specific Innovativness (Case Study: The Consumers of Smart Wearable Products)

Author(s)

Kardani Malekinezhad Mona | KHORAKIAN ALIREZA | RAHIMNIA FARIBORZ | Issue Writer Certificate

Keywords

Innovative consumer behavior

Domain specific innovativeness

Innate innovativeness

Abstract

Today, competitive organizations offer innovative products to achieve a competitive advantage in the market. Consumer innovativeness creates a desire in a person to look for different products. Innovative behavior of these consumers motivates others to imitate them and buy new products. Therefore, innovative consumers and their innovative behavior play a key role in the success of new products and services. The present study, in accordance with the hierarchical view of consumer innovativeness, examines the effect of Innate innovativeness on Innovative consumer behavior with the role of the interface of Domain specific innovativeness. The research method of the present study is analytical-survey and in this research, available sampling has been used. Because the size of the community is not known and no information is available on the variance of the community, according to the Cochran's formula with a 95% confidence interval and a tolerable error value of 0. 07, the sample size is 390 consumers of smart wearable products in Mashhad. A questionnaire was used to collect preliminary data. After collecting the data, the research hypotheses were analyzed using structural equation modeling and through Amos software. The results of the present study confirm the hierarchical view of consumer innovativess, especially that cognitive innovatiness and Product possessing innovativeness in domain specific as well as Sensory innovativeness and Information possessing innovativeness in domain specific are the best combinations to predict Innovative consumer behavior.

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APA: Copy

Kardani Malekinezhad, Mona, KHORAKIAN, ALIREZA, & RAHIMNIA, FARIBORZ. (2021). Investigating the Effect of Innate Innovativeness on Innovative Consumer Behavior through the Mediating Role of Domain Specific Innovativness (Case Study: The Consumers of Smart Wearable Products). CONSUMER BEHAVIOR STUDIES, 8(1 ), 85-104. SID. https://sid.ir/paper/965879/en

Vancouver: Copy

Kardani Malekinezhad Mona, KHORAKIAN ALIREZA, RAHIMNIA FARIBORZ. Investigating the Effect of Innate Innovativeness on Innovative Consumer Behavior through the Mediating Role of Domain Specific Innovativness (Case Study: The Consumers of Smart Wearable Products). CONSUMER BEHAVIOR STUDIES[Internet]. 2021;8(1 ):85-104. Available from: https://sid.ir/paper/965879/en

IEEE: Copy

Mona Kardani Malekinezhad, ALIREZA KHORAKIAN, and FARIBORZ RAHIMNIA, “Investigating the Effect of Innate Innovativeness on Innovative Consumer Behavior through the Mediating Role of Domain Specific Innovativness (Case Study: The Consumers of Smart Wearable Products),” CONSUMER BEHAVIOR STUDIES, vol. 8, no. 1 , pp. 85–104, 2021, [Online]. Available: https://sid.ir/paper/965879/en

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