Domain-specific Innovativeness Research Articles

Sustainability on Adoption of Mobile Payment During Covid19: The Role of Domain Specific Innovativeness (DSI)

Sustainability on Adoption of Mobile Payment During Covid19: The Role of Domain Specific Innovativeness (DSI)

Identifying consumer openness to new ingredients: A conjoint study on consumer segments in the UK

The aim of this study was to explore consumer acceptance of food products that make use of ingredients from underutilized marine species. As these species are not commonly used as ingredients in food products, a goal of this study was to explore how relevant personality factors influenced the acceptance of such products. This would be achieved by (a) identification of consumer segments based on the personality factors–domain specific innovativeness, food technology neophobia, health involvement, and disgust, (b) description of the main characteristics of these consumer segments, and (c) comparing how these consumer segments responded to information about the potential products, origin species, ingredients, and benefits associated with these ingredients. The method used in this study was a consumer survey (n = 490) that led to a consumer segmentation, followed by a conjoint experiment. The results show that ingredient source was the most important attribute. Yet, as many of the ingredient sources were novel, both for the carrier product and the consumer, the important part was not exposing consumers to the species that functioned as the ingredient source. The younger female consumers of the Safe Player group were most focused on the ingredient source, whereas the older male segment, called Open Minded, found the carrier product more important. The final segment, the Innovator, found all of the attributes of almost equal importance.

Potential determinants of consumers' intention to purchase 3D printed fashion products

PurposeFashion products such as clothes, accessories, bags and footwear created using 3D printed technology are referred to as 3D printed fashion (3DPF) products. This study investigates consumers' motivation to purchase 3DPF products. In particular, this study adopts a multi-dimensional approach to explore the effects of personality-related traits such as innate, domain-specific and actualized innovativeness, as well as examine the effects of perceptions toward 3D printing technology (3DPT) (i.e. perceived security risk, performance expectancy). Based on the concepts of consumer innovativeness and the Unified Theory of Acceptance and Use of Technology (UTAUT), the authors expect the effects of consumers' innovativeness and perception of 3DPT and confirm its significant effects on a positive attitude toward 3DPF products and future purchase intention of 3DPF products.Design/methodology/approachA quantitative research design (i.e. survey) is utilized to examine the suggested relationships and application of existing theory in this study. All measurement items are adapted from previous literature and use a Likert-scale. The authors examined a total of 326 responses using a series of statistical analyses, including descriptive statistics, structural equation modeling and conditional process modeling.FindingsThe results of this study confirmed that innate and domain-specific innovativeness are critical antecedents of creating a positive attitude toward using 3DPF products through perceptions toward 3DPT. In addition, 3DPF innovativeness, as actualized innovativeness, was validated to strengthen the relationship between personal innovativeness and attitude, providing evidence that innovation-related traits can predict behaviors. Interestingly, technological innovativeness was not found to be a predictor of perceived security risk. It may be due that 3DPF products are still novel to consumers.Research limitations/implicationsThe study participants were people who were interested in technology, not consumers who had prior experience with using 3DPF products. Future studies are encouraged to include consumers who have actually purchased or used 3DPF products.Practical implicationsThe findings of this study indicate that consumers' use of new technology is determined by personality and interest in specific product categories. Practitioners may use this information to segment/target consumer groups to introduce a new/unfamiliar product.Originality/valueThe findings of this study contribute to the existing literature on consumer adoption of innovation by combining two approaches, the hierarchy of consumer innovativeness and the UTAUT, in the context of advanced technology adoption behavior.

Behavioural intentions towards cultured meat: the role of personal values, domain-specific innovativeness and distrust in scientists

PurposeTechnology-based food innovations are likely to face opposition in consumer acceptance despite certain perceived benefits. This study investigates distrust in scientists as a barrier to cultured meat acceptance and its interplay with positive drivers. For the latter, this study draws upon higher-order values (universalism) and domain-specific innovativeness.Design/methodology/approachThis study proposes a conceptual model, which is empirically tested using an online survey of Austrian consumers (n = 509) and structural equation modelling.FindingsFirst, this study provides empirical support for the inhibiting role of distrust in scientists on the acceptance of cultured meat. Second, universalism and domain-specific innovativeness both positively impact consumers' behavioural intentions. Third, this study finds that consumers' innovativeness mitigates the negative effect of distrust in scientists on the willingness to try cultured meat, whereas the value of universalism does not moderate this negative effect.Practical implicationsThe findings are strategically useful for companies in the innovative food sector in terms of segmentation and targeting. For both companies and policymakers, the impeding role of distrust in scientists for technology-based food innovations depicts an aspect that might be considered relevant to be addressed.Originality/valueThis study adds to the current body of knowledge about consumer acceptance of technology-based food innovations, such as cultured meat, by jointly examining the relevance of human values, domain-specific innovativeness and distrust in scientists as well as their interactions to explain behavioural intentions.

Understanding the users' motivation and barriers in adopting healthcare apps: A mixed-method approach using behavioral reasoning theory

Despite the proven capabilities of smartphone-based health care apps their adoption in developing nations is still not encouraging. The present research attempts to understand the users' motivations and barriers to adopting and using healthcare apps through the lens of Behavioral Reasoning Theory (BRT). The present research uses a mixed-method approach conducted in the two-phase: Phase 1- qualitative study (thematic analysis) and phase 2- quantitative analysis (structural equation modeling). The thematic analysis helps identify the motivators- “reason for” and barriers- “reason against” among users while using healthcare apps. Further, the output of the thematic analysis was incorporated into the questionnaire survey to get a comprehensive understanding. A total of 311 usable responses were collected through the survey for testing the hypothesized relationships. The findings suggested personal value (openness to change) and social value were associated with “reason for” and “reason against,” which further influences users' attitudes and intentions towards using healthcare apps. The findings also confirm domain-specific innovativeness moderating effect on the association between reason against & intention and attitude and intention towards using healthcare apps. The findings provide insights to policymakers and marketers that will help to increase the adoption intention of healthcare apps among users.

Examining Determinant Factors on Online Shopping Behavior upon Buying Furniture

The research is dedicated to examine factors that affect online shopping behavior of consumers upon buying furniture. These factors might be an important issue regarding e-commerce and marketing in the online furniture retail market. However, knowledge about online consumer behavior is still very limited because it is a fairly complex phenomenon in social life that can involve too many factors, especially in buying furniture online. One of the aims of this research is to uncover factors that have not been studied in previous studies, especially in the furniture industry. To acquire in-depth information, 10 informants were interviewed. Coding method was used to analyze the factors revealed in the transcript. The research identified that attitude (Financial Risk, Product Risk, Convenience Risk, Service and Infrastructure Variation), domain specific innovativeness, subjective norm (Family and Reference Group), and perceived behavior control (Playfulness and Informativeness) affect consumer purchase intention and thus affect their online shopping behavior in buying furniture online. The framework presented in the conclusion section will help further research on which factors influence the most.

Moderation of the Dimensions of Innovativeness in the Usability of Services Based on Intelligent Personal Assistants

The technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) originating from the theory of diffusion of Innovation seek to understand the use and adoption of technological products, however none of them is focused on understanding behavioral aspects and personal traits of the consumer innovativeness. Research studies that investigate the effect of domain-specific innovativeness (DSI) and innate innovativeness (II) on the perception of usability from innovative behavior (IB) with services such as intelligent personal assistants (IPA) that is get activated based on voice commands are scarce. Also, the extent to which DSI and II have affected consumer’s perception of usability services across different genders has been largely unexplored. Against this backdrop, this study investigated the effect of DSI and II on consumer perception of usability services and how such perceptions differ across consumers genders. The data for the study were gathered via a survey conducted among 101 users of IPA across smartphones from Brazil. It is concluded that there is moderation of DSI in relation to perceived usability and this moderation is significant in males. When II is low there is moderation in perceived usability, however, DSI and II together do not moderate the perceived usability.

Being innovative, fun, and green? Hedonic and environmental motivations in the use of green innovations

ABSTRACT This paper seeks to determine the decision-making route relating to hedonic and environmental motivation in green innovation adoption and to show how two similar green innovations can motivate consumers differently. It also aims to determine the effect of domain-specific innovativeness (DSI) on emotions and green identity on environmental motivations. The paper focuses on two types of green transport innovations: shared e-bikes and e-scooters. Four models were tested using structural equation modelling based on survey data from 800 shared e-bike and e-scooter users. The results reveal that the decision to use shared e-bikes follows a cognitive route, while shared e-scooter use follows an affective route. Additionally, findings show that DSI significantly affects positive emotions in the use of both shared microvehicles. However, green identity only impacts the environmental motivations in shared e-bike use.

Effects of country of origin and importers’ innovativeness in new product trials

PurposeThe purpose of this study is to seek to investigate whether and how country of origin (COO) cues – category-country image (CCI) and typicality – and importers’ domain-specific innovativeness (DSI) influence importers’ propensity to the trial new value and premium products. Moreover, it aims to understand whether and how the relationship between the COO effect and industrial purchase intentions is moderated by importers’ propensity to innovate (DSI).Design/methodology/approachInternational importers completed a quantitative online survey. Factor analysis was used to summarize the latent constructs into orthogonal scores. General linear modeling was applied to the scores to test the hypotheses.FindingsThe results indicate that importers’ propensity to trial value products is directly influenced by CCI and importers’ DSI. For premium products, typicality has a positive effect on their propensity to trial. Also, CCI and DSI have positive effects on the trial of value products, and the effect is more pronounced than for premium products. Importers’ DSI positively moderates CCI in premium product trials, while it negatively moderates typicality in value products.Practical implicationsThis research provides important managerial implications for practitioners seeking to increase foreign sales, strengthening importers’ product perceived value through COO cues. Exporters should distinguish between value and premium products and, in the selection of international channel partners, they must be attentive to importers’ personal characteristics, such as their propensity to innovate. Exporters selling value products should communicate CCI more clearly and, when targeting innovative importers, opt for atypical products instead of traditional ones. For premium products, which require more complex decisions, exporters should especially underscore product typicality and, with innovative importers, emphasize positive CCI.Originality/valueBy focusing on the two critical issues of product selection and price levels, this study’s original contribution is to emphasize that, for the same product category, in industrial purchasing decisions of value versus premium products, the COO effect can be different. It also highlights the importance of investigating the COO effect by concentrating on industrial buyers’ personal characteristics, here the DSI of importers, as moderating variables.

Positive emotions explain increased intention to consume five types of alternative proteins

Transitions in consumer diets towards a more ‘meat-less’ diet are stated to result in various health and environmental benefits. Consumption of alternative proteins provides one of the alternatives towards more meat-less diets. Alternative proteins receive a lot of attention, however it is unclear whether consumer acceptance is changing over time. Moreover, changing consumers’ dietary habits is harsh. The current study explores with a longitudinally study whether trends are visible in consumer acceptance of alternative proteins, and which drivers are relevant to understand acceptance of alternative proteins over time.An online survey was conducted in the Netherlands resulting in two types of samples: a longitudinal sample (500 respondents) that answered the same survey in 2015 and 2019, and cross-sectional samples that answered the survey in 2015 (2,461 respondents) or in 2019 (2,000 respondents). The survey addressed a range of possible drivers, including personal norms, food innovation traits (i.e. food neophobia and domain-specific innovativeness), food-choice motives and positive and negative emotions. Respondents were randomly divided into five groups and presented with specific questions on: fish, seaweed, insects, legumes and cultured meat.The results reveal an increase in the intention to consume seaweed, legumes, and cultured meat over time, though self-reported consumption remains stable indicating an intention-behaviour gap. Positive emotions appear to be the most relevant driver for intention (beyond all other included variables), and intentions in turn are the most relevant driver of consumption. Thus indicating the relevance of positive emotions as joy, content and pride. Implicating that interventions, promotions and communications should not only focus on cognitive added values as environmental impact though also include affective communication messages, e.g., consumption of alternative proteins feels good.

Exploring e-Tourism : Technology and Human Factors

Information services are very important to attract tourists to come to a certain country or location which can be provided through e-Tourism application. This application is for people who will find out more about the location they will visit. People need to know the location, the length of the trip or the price details for each item they will buy during the trip. Due to this, many countries have developed their respective e-Tourism application. This paper presented the lesson-learn of e-Tourism development from several countries to understand main components of e-Tourism design. We found four main modules of e-Tourism application including booking services, recommender services, tour plan services and information center services. The human factors of application intention usage are influenced by perceived ease of use, perceived usefulness, experience, information quality, domain specific innovativeness. Moreover, we also obtained the factors influenced tourism tour booking intention, including advice of travel agent, e-commerce feature, access time, possibility of comparison, information obtained from destinations, social media and opinions & perception target.

Consumer Adoption of Fast-Fashion, Differences of Perceptions, and the Role of Motivations Across the Adoption Groups

Abstract The purpose of this study was to determine the adoption groups of the fast-fashion consumers, evaluate the consumers’ perceptions of the fast-fashion in different groups, and model the role of “social or status image”, “uniqueness”, and “conformity” on the level of fast-fashion consumer adoption. The consumer adoption groups were determined as “innovators”, “early adopters”, “early majority”, “late majority”, and “laggards” by using a domain-specific innovativeness (DSI) scale. Consumers’ perceptions of fast-fashion were evaluated from cognitive and emotional aspects and the differences across the consumer groups were investigated by using Kruskal-–Wallis test and Mann-–Whitney U test. The roles of “social or status image”, “uniqueness”, and “conformity” on consumer groups were modeled by using ordinal logistic regression analysis. As a result of the research, consumers’ perceptions of fast-fashion were found to vary across different consumer adoption groups in terms of “being in-style products”, “expressing self-image”, “imitating the luxury fashion products”, and “frequent renewal of the collections”. Further, the findings revealed that the probabilistic relationship between different levels of consumer adoption based on innovativeness could be modeled based on the motivations of “social or status image” and “uniqueness”.

Information search behavior and utilization of digital library of innovative consumers

This study was undertaken to examine digital library usage and to identify innovative users of digital libraries using data collected in four universities in Taiwan. The Domain Specific Innovativeness (DSI) scales were used in the study to segment respondents into various cluster of innovativeness in digital library usage. On average, college students spent 3.5 hours on digital libraries per week. The findings in this study indicated that 8.31% of digital library users could be classified as innovative users. They were frequent users and were familiar with services provided by digital libraries. Innovative users searched and downloaded more materials from digital libraries than respondents in other clusters. In general, journal/magazine articles were the most frequently used services for digital library users, while e-books were used much less often.

Exploring the attitudes of consumers towards a sustainable cactus-based paint (Opuntia spp)

Sustainable products are alternatives to conventional products that encompass consumer needs, environmental protection, and health. In this context, the objective of this study was to evaluate the attitudes of consumers towards a sustainable product of cactus (Opuntia spp) based paint for a possible commercialization. The research consisted of several stages, among them are: 1) Preparation of the product; 2) Design of the measuring instrument and 3) Testing of the product. For stage 2, 212 surveys were applied, where besides knowledge and perception questions, valid scales in the literature of Domain Specific Innovativeness (DSI) and Health Consciousness (HCS) were considered. Stage 3 was performed with 32 people. With the information gathered, descriptive and bi-variant analyses were conducted. The findings showed that sociodemographic characteristics such as age, income, and marital status may influence consumer attitudes toward an innovative product such as cactus-based paint. Similarly, awareness, involvement, and health valuation positively influence consumer choices, which are key elements in consumer motivation when buying a sustainable product such as the cactus-based paint. Once the consumer was in direct contact with the product and after the corresponding correlated tests, the most valuable attributes among the participants were: hypoallergenic (4.66), sustainable (4.63) and color range (4.63). Overall, the results show that there is an interest from consumers to products that reduce environmental impact and take health into account. However, it is necessary to deliver to the consumer detailed product information for better acceptance and market success.

CONSUMO DE PRODUTOS TECNOLÓGICOS: DA FUNCIONALIDADE AO STATUS

Este artigo tem como objetivo determinar a relação entre consumo de status e grau de adoção de inovação. Diante disso, foi utilizada a escala de domínio específico de inovatividade (1991) e a escala de consumo de status (1999), esta última dividida em três construtos: sociabilidade, consumo de status e não funcionalidade. A pesquisa foi conduzida através de questionários. A amostra é composta por 822 estudantes de escolas e universidades públicas e privadas. Os resultados indicam forte relação entre inovatividade e consumo de status (R² = 0,112, p<0,05), inovatividade e sociabilidade (R² = 0,015, p<0,05) e inovatividade e não funcionalidade (R² = 0,097, p<0,05). Os resultados indicam que: 1) Consumidores com alto grau de inovatividade são altamente integrados com grupos sociais. 2) Estes consumidores são mais preocupados com as características simbólicas dos bens. 3) Estes consumidores identificam nos novos produtos tecnológicos uma forma de expressar status para seu arredor.

Young Chinese Consumers’ Choice between Product-Related and Sustainable Cues—The Effects of Gender Differences and Consumer Innovativeness

Sustainability has received widespread attention in both academia and industry, but there is still a paucity of research investigating the relationships between gender, consumer innovativeness, and clothing, as well as how they may influence sustainable practices. The overarching objective of this study is to investigate clothing expenditure, product cues (intrinsic, extrinsic and sustainable), gender (men and women) and consumer innovativeness (fashion innovators and non-innovators) in China, in order to find out how these factors may influence consumers’ choices. To address the research objective, 10 intrinsic cues, three extrinsic cues, and seven sustainable cues were used to investigate apparel consumers’ choices and preferences. A self-administered online survey consisted of eight items on sustainable commitment and behaviour, six items of fashion innovativeness adapted from the Domain-Specific Innovativeness scale, 20 items concerning product cues, and numerous demographic and behaviour-related questions. In total, 1819 usable data were collected in China, including 614 males and 1196 females. The results revealed that four out of eleven hypotheses were supported, another four were partially supported, while the remainders were not. For example, both female consumers and fashion innovators relied more on style and colour to evaluate an apparel product than fashion non-innovators and male consumers. However, men tended to rely more on the brand name and country of origin to guide their product selection and purchases than women. In terms of the influence of sustainable cues, Chinese consumers are more concerned about the social/ethical cues than environmental cues. Interestingly, women were more concerned about “no animal skin use” in evaluating apparel products than men. All in all, the results of this study can provide valuable information and meaningful insight for fashion designers, product developers, and marketers to develop effective communication strategies to guide potential customers in understanding a plethora of apparel values, including functionality, aesthetics, finances, altruism, and sustainability.

The Effect of Domain Specific Innovativeness on Exploratory Purchasing Behavior in Innovative Products

نوآوری محصول برای اکثر شرکت‌های فناوری اطلاعات یک راهبرد کلیدی است و مزایای رقابتی آنها با ظهور فناوری‌های جدید بسیار مرتبط است. لذا برای كمك به حداقل‌رساندن خطر عدم موفقیت محصولات نوآور، شرکت‌ها باید به عوامل مؤثر بر موفقیت محصول جدید، از جمله شناخت نقش نوآوری مصرف‌كننده و تأثیر آن بر رفتار پذیرش محصول جدید بپردازند. بنابراین مطالعه حاضر به بررسی اثر نوآوری در زمینه خاص بر روی رفتار خرید اکتشافی مصرف‌کنندگان محصولات نوآور (محصولات هوشمند پوشیدنی) پرداخته است. روش پژوهش حاضر تحلیلی- پيمايشي اسـت و جامعـه آمـاري آن، مصرف‌کنندگان محصولات هوشمند پوشیدنی در شهر مشهد است. و برای جمع‌آوری داده‌های اولیه از ابزار پرسشنامه استفاده شد. با استفاده از فرمول‌های مربوطه، حجم نمونة آماری 390 تعیین شد. پس از جمع‌آوری داده‌ها، فرضیه‌های پژوهش با استفاده از مدل‌سازی معادلات ساختاری و از طریق نرم‌افزار آموس تجزیه و تحلیل شدند. نتایج بررسی‌ها نشان دادند که نوآوری در زمینه خاص برای پیش‌بینی پذیرش نوآوری تأثیرگذار است و بر تمایل مصرف‌کنندگان به دنبال کسب اطلاعات بیشتر و پذیرش واقعی تأثیر می‌گذارد. بنابراین پیشنهاد می‌شود که بازاریابان برای بازاریابی موفقیت‌آمیز محصولات جدید، تأثیر نوآوری‌ها از جمله نوآوری در زمینه خاص را بر رفتار خرید محصولات نوآور (هوشمند پوشیدنی) را درک کنند.

Exploring the Role of Physical Education Teachers’ Domain-Specific Innovativeness, Educational Background, and Perceived School Support in CSPAP Adoption

Purpose: A comprehensive school physical activity program (CSPAP) is designed to help school-aged youth meet physical activity guidelines as well as develop the knowledge, skills, and dispositions that foster meaningful lifelong physical activity participation. In this study, we employed a “diffusion of innovations theory” perspective to examine the adoption of CSPAPs in relation to physical education teachers’ domain-specific innovativeness, educational background, demographics, and perceived school support. Methods: Physical education teachers (N = 407) responded to an electronic survey with validated measures for each of the above-mentioned variables. Results: Latent profile analysis classified teachers into three domain-specific innovativeness levels (high, average, and low). CSPAP-related professional training, knowledge, and perceived school support were found to be significant factors in domain-specific innovativeness and CSPAP adoption. Discussion/Conclusion: This study provides novel evidence to inform professional development initiatives so that they can be tailored to physical education teachers who may be less likely to adopt a CSPAP.

So sánh CB-SEM và PLS-SEM trong kiểm định mô hình đo lường tính đổi mới của người tiêu dùng tại Thành phố Hồ Chí Minh

Structural equation modeling (SEM) has become a popular technique with a dramatic increasing in publications. Two main approaches to estimate structural equation models include covariance-based structural equation modeling (CB-SEM) and partial least squares structural equation modeling (PLS-SEM). The purpose of this study is to compare the testing measurement model results from CB-SEM and PLS-SEM, using a dataset of consumer innovativeness in Ho Chi Minh city. The study shows that consumer innovativeness is measured with four different levels of consumer innovativeness, including innate innovativeness (II), domain-specific innovativeness (DSI), vicarious innovativeness (VI) and behavioral innovativeness (BI). All constructs were found to achieve acceptable reliability, convergent validity, discriminant validity, nomological validity, and model fit criterion. The study also finds that results from CB-SEM and PLS-SEM approaches are likely similar in measurement model and structural model testing; however, PLS-SEM has more advantages in some statistical analysis.

Attitude towards online shopping and its influence on purchase intentions: an urban Indian perspective

Unprecedented growth in online shopping necessitates better understanding of the consumer behavioural patterns for effective decision making. This study focuses on identifying the factors that influence the attitude and purchase intention (PI) of online shoppers, specifically, in the context of urban millennials. The study identifies various factors related to the benefits and risks of online shopping which in turn influence the consumer attitude towards online shopping and hence, purchase intention. We propose a conceptual model based on the gaps identified in contemporary literature. Using structural equation modelling (SEM), we test the hypotheses developed in this study are tested. The results indicate that perceived benefits have a significant influence on attitude toward online shopping, and attitude and domain-specific innovativeness has a significant influence on purchase intention. Further system dynamics (SD) is used to simulate a case of an online food delivery student start-up. The findings of the hypothesis tests are validated.