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The Role of Customer Innovativeness in the New Products Adoption Intentions：An Empirical Study on Mobile Phone Customers of the Egyptian Universities Students

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  • Hind S. Hassan

Abstract

This research aims to investigate the relationship between customers’ innovativeness and their intentions to adopt new mobile phones from the standpoint of Egyptian university students. The research studies the direct effects of the five dimensions of customers’ innovativeness on their intentions of new products adoption, which are measured through the mediating effect of two factors,the risks to mobile phones perceived by the customers and customer involvement. The research also aims to identify the so-called “initiators” segment; customers who have the highest probability for purchase the product early. A quantitative method with deductive approach is chosen in this research. Four hypotheses have been designed to determine: whether there is a significant difference in customers’ perception of risks to new mobile phones, innovativeness, involvement, and adoption intentions according to demographic variables (gender, place of residence, income); whether there is a significant positive effect of customers’ innovativeness on customers involvements with new mobile phones; whether there is a significant negative effect of customers’ innovativeness on the perceived risks to new mobile phones; and whether there is a significant positive effect of customers’ innovativeness on their intentions to adopt new mobile phones. A significant impact of the five dimensions of customers’ innovativeness is found on the adoption intentions of new mobile phones. Also a significant effect of the five dimensions of customers’ innovativeness is found on the perceived risks and customer involvement factors. The research develops a new model of the relationship between the customers’ innovativeness and their intentions to adopt new products. In practice, the research results contribute to help marketing managers for better market fragmentation and identify customer segments with high innovativeness; which helps organizations prepare appropriate marketing campaigns and thus leads to the success of new products deployment.

Suggested Citation

  • Hind S. Hassan, 2017. "The Role of Customer Innovativeness in the New Products Adoption Intentions：An Empirical Study on Mobile Phone Customers of the Egyptian Universities Students," International Business Research, Canadian Center of Science and Education, vol. 10(4), pages 117-130, April.
    • Handle: RePEc:ibn:ibrjnl:v:10:y:2017:i:4:p:117-130
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    References listed on IDEAS

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    2. Meenakshi Handa & Nirupma Gupta, 2009. "Gender Influence on the Innovativeness of Young Urban Indian Online Shoppers," Vision, , vol. 13(2), pages 25-32, April.
    3. Fowler, Kendra & Bridges, Eileen, 2010. "Consumer innovativeness: Impact on expectations, perceptions, and choice among retail formats," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 492-500.
    4. Hoffmann, Stefan & Soyez, Katja, 2010. "A cognitive model to predict domain-specific consumer innovativeness," Journal of Business Research, Elsevier, vol. 63(7), pages 778-785, July.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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