Purpose

The purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive and functional motivational elements that lie behind consumer innovativeness. It explores the weak relationship between consumer innovativeness and really new product (novel innovation) adoption and challenges the classic relationship between consumer learning, attitude and intention.

Design/methodology/approach

This study adopts a quantitative approach, gathering survey data via an institutional online platform. A total of 300 participants were recruited. Participants were directed to a website presenting the information of the product with the inclusion of 2D and 3D images and an avatar. For data analysis, CFA and structural equation modelling (SEM) were used.

Findings

Results indicate a positive impact of attitude on comprehension and intention. In addition, hedonic innovativeness positively impacts customer's attitude, whereas there is a negative relationship between social innovativeness and attitude. Motivational elements of innovation, with the exception of hedonic motivation, positively influence purchase intention.

Research limitations/implications

The main limitation of the study lies in the measurement of purchase intention, as actual purchases cannot be assessed as the products are not yet available. The findings encourage marketers to target innovators first, ideally innovators motivated by hedonic needs.

Practical implications

The findings encourage marketers to target innovators first, perhaps for a long-term, innovators motivated by hedonic needs, as they are the ones who change their attitude positively towards novel innovation when presented in an aesthetically pleasant manner.

Originality/value

This study challenges the classic theories identifying the link between comprehension, attitude and purchase intention within the field of innovation. The findings indicate that while interacting with really new products, comprehension does not necessarily lead to attitude and intention but attitude does positively influence both intention and comprehension.

中文翻译：

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消费者创新能力对真正采用新产品的影响

目的

这项研究的目的是探索消费者创新作为一种人格特质，并解决消费者创新背后的享乐，社会，认知和功能动机因素。它探讨了消费者创新能力与真正的新产品（创新产品）采用之间的弱关系，并挑战了消费者学习，态度和意图之间的经典关系。

设计/方法/方法

本研究采用定量方法，通过机构在线平台收集调查数据。总共招募了300名参与者。参与者被引导到展示产品信息的网站，其中包括2D和3D图像以及头像。对于数据分析，使用了CFA和结构方程模型（SEM）。

发现

结果表明态度对理解和意图有积极影响。此外，享乐性创新对客户的态度有积极影响，而社会创新与态度之间存在负相关关系。除了享乐主义动机外，创新的动机要素对购买意向有积极影响。

研究局限/意义

该研究的主要局限性在于对购买意愿的衡量，因为由于尚无法提供产品，因此无法评估实际购买。调查结果鼓励营销人员首先瞄准创新者，理想情况下是受享乐主义需求激励的创新者。

实际影响

这些发现鼓励营销商首先以享乐需求为动力的长期创新者为目标，因为当它们以美观的方式呈现时，他们会积极改变对新颖创新的态度。

创意/价值

这项研究对经典理论提出了挑战，这些经典理论确定了创新领域内理解力，态度和购买意愿之间的联系。研究结果表明，与真正的新产品互动时，理解并不一定会导致态度和意图，但是态度确实会对意图和理解产生积极影响。