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Motivated Consumer Innovativeness: Concept and Measurement

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  • B. VANDECASTEELE
  • M. GEUENS

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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  • B. Vandecasteele & M. Geuens, 2008. "Motivated Consumer Innovativeness: Concept and Measurement," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/532, Ghent University, Faculty of Economics and Business Administration.
    • Handle: RePEc:rug:rugwps:08/532
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    References listed on IDEAS

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    6. Eigenraam, Anniek W. & Eelen, Jiska & van Lin, Arjen & Verlegh, Peeter W.J., 2018. "A Consumer-based Taxonomy of Digital Customer Engagement Practices," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 102-121.
    7. Lokesh Jasrai, 2014. "Measuring Mobile Telecom Service Innovativeness Among Youth," Paradigm, , vol. 18(1), pages 103-116, June.
    8. Rujipun Assarut & Somkiat Eiamkanchanalai, 2015. "Consumption Values, Personal Characteristics and Behavioral Intentions in Mobile Shopping Adoption," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(1), pages 21-41.
    9. B. Vandecasteele & M. Geuens, 2009. "Motivated Consumer Innovativeness: Validation and Moderation," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 09/550, Ghent University, Faculty of Economics and Business Administration.
    10. Dongnyok Shim & Jungwoo Shin & So‐Yoon Kwak, 2018. "Modelling the consumer decision‐making process to identify key drivers and bottlenecks in the adoption of environmentally friendly products," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1409-1421, December.
    11. Jing Lu & Cheng Lv & Zhongzhen Yang & Mark Hansen, 2019. "Market Segmentation of New Gateway Airports Incorporating Passengers’ Curiosity," Sustainability, MDPI, vol. 11(24), pages 1-24, December.
    12. Kiran Karande & Altaf Merchant & K. Sivakumar, 2011. "Erratum to: Relationships among time orientation, consumer innovativeness, and innovative behavior: the moderating role of product characteristics," AMS Review, Springer;Academy of Marketing Science, vol. 1(2), pages 99-116, June.
    13. Hélia Gonçalves Pereira & Maria Fátima Salgueiro & Paulo Rita, 2017. "Online determinants of e-customer satisfaction: application to website purchases in tourism," Service Business, Springer;Pan-Pacific Business Association, vol. 11(2), pages 375-403, June.
    14. Anand Thakur & Lokesh Jasrai, 2018. "A Logit Model to Predict Innovativeness among Mobile Telecom Service Users," Global Business Review, International Management Institute, vol. 19(3_suppl), pages 54-71, June.
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    Keywords

    Consumer innovativeness; Motivation; Scale development;
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