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.
Highlights
As a result of the tremendous technological progress, products life cycle-has become very short, especially in the technological products
The results has shown that the overall level of general innovativeness for all customers in the research sample is (3.50), meaning that the overall research sample fall into the early adopters category, as is evident in table 7 that all dimensions of customer innovativeness falls in this (3.41 to 4.20) except only one dimension that is the need for uniqueness dimension
The previous section determines a set of results that can summarise the role of customer innovativeness in new products adoption intentions
Summary
As a result of the tremendous technological progress, products life cycle-has become very short, especially in the technological products. Despite the ongoing de velopments in the design and development of new products, most new products fail in an increasing rate (Bartels and Machiel, 2011) noted that the rate of new product failure reached up to 35% -45%, while (Wilk and Sorvillo, 2003) pointed that the failure rate in these products may increase up to 80% Given these high rates, organizations must exploit possible opportunities to maximize potential success, and to avoid losses that may be incurred as a result of the failure (Hoffmann and Katja 2010). Among the opportunities the organizations should exploit is the identification of customers with high potential to buy products early (initiator customers segment) They play an important role in the success of new products. Initiator customers are not price sensitive, always seek information about new products, and have a strong tendencies to modern temptations (Jordaan and Simpson, 2006)
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