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Measuring Consumer Innovativeness: Identifying Innovators among Consumers of Modern Technologies

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  • Jana Filová

Abstract

The methods currently used in innovation marketing research are focused on the late phases of the innovation process and are usually methodologically complex. This limits their practical impact. The presented work aims to create a simple self-report scale applicable in the initial and late phases of the innovation process, highly modular and suitable for a wide range of research. The main battery of questions was inspired by the adopter categorization by Rogers. The questions determine both (1) general characteristics of innovation adopters and (2) their relationship to a specific innovation. The scale was tested during robust longitudinal online research, thematically focused on users of modern technologies. A representative sample of 4,000 Internet users in the Czech Republic took part in the survey from 2013 to 2015. The result is a new self-report scale measuring consumer innovativeness applicable for prototyping, strategic decisions and effective communication of innovations to consumers.

Suggested Citation

  • Jana Filová, 2015. "Measuring Consumer Innovativeness: Identifying Innovators among Consumers of Modern Technologies," Central European Business Review, Prague University of Economics and Business, vol. 2015(4), pages 18-29.
    • Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:4:id:135:p:18-29
    DOI: 10.18267/j.cebr.135
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    More about this item

    Keywords

    Adopter categorization; online research; consumer innovativeness; measurement of innovativeness; self-report scale;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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