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Motivated Consumer Innovativeness: Concept and Measurement

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Author Info
B. VANDECASTEELE ()
M. GEUENS ()

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Abstract

Existing consumer innovativeness scales ignore the multitude of motivation sources of buying innovations. The objective of this paper is to incorporate recent motivation research into a multi-dimensional innovativeness scale to better account for the consumer-product relation. An exploratory and confirmatory study (with 780 respondents in total) indicates that four types of motivations underlie consumer innovativeness: functional, hedonic, social and cognitive. The proposed 28-item Motivated Consumer Innovativeness scale proves to be reliable, valid and goes beyond existing innovativeness scales.

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File URL: http://www.FEB.UGent.be/nl/Ondz/wp/Papers/wp_08_532.pdf
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Publisher Info
Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 08/532.

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Length: 54 pages
Date of creation: Aug 2008
Date of revision:
Handle: RePEc:rug:rugwps:08/532

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Related research
Keywords: Consumer innovativeness; Motivation; Scale development;

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References listed on IDEAS
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