This article explores the relationships between innate consumer innovativeness, personal characteristics, and new-product adoption behavior. To do this, the authors analyze cross-sectional data from a household panel using a structural equation modeling approach. They also test for potential moderating effects using a two-stage least square estimation procedure. They find that the personal characteristics of age and income are stronger predictors of new-product ownership in the consumer electronics category than innate consumer innovativeness as a generalized personality trait. The authors also find that personal characteristics neither influence innate consumer innovativeness nor moderate the relationship between innate consumer innovativeness and new-product adoption behavior.
Bibliographical noteFunding Information:
We thank Ronald Goldsmith, Kenneth Manning, and Valarie Zeithaml for providing helpful comments on an earlier draft of this article. We also thank the anonymous reviewers for their helpful comments. The second author appreciates the financial support of the University of North Carolina Research Council. The usual disclaimer applies. Please direct all correspondence to the first author.
All Science Journal Classification (ASJC) codes
- Business and International Management
- Economics and Econometrics