ABSTRACT Despite extensive investigations, full comprehension of consumer innovativeness remains elusive during adolescence. This study explores the different routes by which self-esteem may prompt consumer innovativeness. We find two distinctive routes through individuation (need for uniqueness, NFU) and social network (social betweenness), each of which mediates the relationship between self-esteem and consumer innovativeness. A sample of 747 adolescents reveals that consumer innovativeness requires a balance between NFU and betweenness centrality, such that adolescents are both linked to diverse groups and ready to deviate from group norms to establish their difference. These findings help consolidate prior conceptual considerations of consumer innovativeness and empirical studies that focus on social networks of innovators. In addition, age and gender have moderating effects. With these results, industry actors can derive more efficient methods to identify adolescents who exhibit the personality trait of consumer innovativeness and also better understand their motives to innovate.

中文翻译：

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自尊对青少年消费者创新性影响的综合模型：社交网络位置和独特性需求的中介作用

摘要 尽管进行了广泛的调查，但在青春期对消费者创新的全面理解仍然难以捉摸。本研究探讨了自尊可能促进消费者创新的不同途径。我们通过个性化（独特性需求，NFU）和社交网络（社会中介性）找到了两条截然不同的路线，每条路线都在自尊和消费者创新之间的关系中起中介作用。747 名青少年的样本表明，消费者创新需要 NFU 和中介中心性之间的平衡，这样青少年既与不同的群体相关联，又准备好偏离群体规范以建立差异。这些发现有助于巩固先前对消费者创新的概念考虑和专注于创新者社交网络的实证研究。此外，年龄和性别有调节作用。有了这些结果，行业参与者可以得出更有效的方法来识别表现出消费者创新个性特征的青少年，并更好地了解他们的创新动机。