Domain-specific Innovativeness Research Articles

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.

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.

The relationship between food neophobia, domain-specific innovativeness, and food festival revisit intentions

PurposeThe purpose of this paper is to investigate the influence of two personality traits (i.e. food neophobia (FN) and domain-specific innovativeness (DSI)) on revisit intentions of consumers in the food festival context.Design/methodology/approachThe study adopted a FN scale, DSI scale and food festival revisit intention scale to capture the study constructs. Furthermore, data were collected from 265 food festival attendees in the town of Udupi (State of Karnataka, India). Furthermore, the study adopted structural equating modeling to investigate the relationship between the three study constructs.FindingsThe findings of this study reveals that DSI seems to exercise significant positive influence on consumers revisit intentions for the food festival. On the contrary, FN seems to exercise a negative influence on consumers revisit intentions. This relation, however, is found to be non-significant.Practical implicationsThe findings of this study are expected to help food festival event managers, organizers and practitioners outline and delineate marketing strategies so as to increase the revisit intentions of consumers for the food festivals.Originality/valueFN and DSI have been extensively studied in the context of consumers’ food consumption and related behaviors. On the contrary, majority of the studies that relate to festival revisit intentions situate consumers’ experiential values and satisfaction with attributes of the festival itself (e.g. location, affordability, quality of food, infrastructure, venue ambiance, service quality, entertainment avenues, timing and duration and size of the festival) as key precursors to their revisit propensity. This research endeavor, however, attempts to investigate whether, notwithstanding other food festival attributes, personality traits of individuals (i.e. FN and DSI) exercise any influence on food festival revisit intentions.

Digital labelling in the retail environment: a domain-specific innovativeness perspective

Purpose This is an exploratory study leveraging a domain-specific innovativeness (DSI) perspective to understand adoption of QR code delivered mobile marketing. Specifically, the purpose of this paper is to explore the roles of “innovativeness” and “risk aversion” on QR code adoption and usage in the low-involvement context to address tensions between risk and innovation literatures. Design/methodology/approach Participants were assigned to “laggard” (n=19) and “innovator/early adopter” (n=19) segments using the DSI scale. A combination of qualitative reductionism (means-end chain analysis) and qualitative holism (semi-structured interviewing) was employed. Findings Confusion regarding the functionality and purpose of QR codes adversely affected willingness to use and utility perceptions. Source trust and information credibility emerged as key concerns for those considering QR codes, with consumer risk aversion and innovativeness orientations influencing the nature of trust concerns. A perceived lack of complementarity between QR codes and retail environments reduced perceived relevance. For low-involvement products, marketers should consider moving beyond brand-level communication to align offerings to the broader foodscape. Research limitations/implications Findings are limited to the low-involvement product context. Although DSI was considered, the impact of technological innovativeness was not explored. Future research may consider the impact of information provision at the broader foodscape rather than product-specific level when exploring QR code applications in the food domain. Originality/value This is the first study to explore the role of product category innovativeness, as distinct from technological innovativeness on the acceptance and usage of mobile marketing applications in the low-involvement context. This research builds on existing risk and innovation literatures and addresses tensions between these literatures presented by QR codes within the low-involvement context.

Antecedents of the adoption process: Insights from consumer packaged food goods

ABSTRACTThe authors investigate the adoption process as a sequence of purchases and examine how marketing and consumer antecedents will influence the timing and depth of the process. The authors find (1) media advertising to be the most effective for trial likelihood, while in-store display to be the most effective for repeat purchase amount, (2) an nonlinear effect of price-promotion frequency through the adoption process, (3) a negative effect of assortment size on trial and repeat purchase likelihood, and (4) consumers’ variety-seeking and domain-specific innovativeness are relatively strong drivers of consumers’ trial likelihood. The findings can help provide guidance for marketing managers.

Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship

PurposeCustomers’ innovativeness regarding services and products affects their purchase behavior. The purpose of this paper is to examine the moderation effect of fitness innovativeness (FI) (domain-specific innovativeness) and duration of stay on fitness customers’ revisit frequency.Design/methodology/approachThis is a quantitative study. The purposive sampling survey method was used to obtain samples from the Taipei Nangang Fitness Center. Data were analyzed by moderated regression analysis.FindingsThe empirical results from 192 valid questionnaires that were obtained for data analysis revealed that FI has a positive impact on revisit frequency, and this impact is further increased if an individual is inclined to exercise and to stay longer at the fitness center.Originality/valueA matrix of fitness innovator segments was developed to illustrate the research and managerial implications.

A cross-national study of young female consumer behaviour, innovativeness and apparel evaluation: China and India

In order to advance our knowledge about consumers’ shopping behaviour and preferences in two emerging markets (China and India), the current study was undertaken to investigate (1) apparel consumers’ shopping behaviour; (2) the effect of consumer innovativeness, and (3) the salient impact of apparel evaluative cues. An online self-administered survey consisted of shopping behavioural questions, the Domain Specific Innovativeness (DSI) scale, 12 apparel cues, and demographic questions were used for this study. In total, 266 and 236 usable data were collected from Chinese and Indian female participants respectively. The findings indicated that Chinese and Indian fashion innovators tended to spend more money on new clothes than non-innovators. Chinese fashion innovators spent significantly more time shopping online than did Indian innovators. In terms of the importance of evaluative cues, fashion innovators and non-innovators in both countries considered fit to be the most important cue; style, colour, and comfort played a relatively important role in clothing evaluation as well, but ease of care and durability were cited as relatively less important among many other cues. The two least important cues were brand name and country of origin.

A influência do comportamento de inovatividade do consumidor online de eletroeletrônicos em relação ao processo de obsolescência programada

The objective of this paper is to analyze the influence of online consumer behavior innovativeness on the planned obsolescence process. Through a theoretical analysis of innovativeness constructs, consumer behavior and planned obsolescence process, the following scales and the following model for research development were employed: Domain Specific Innovativeness and New Involvement Profile scales and the Model of Diffusion of Innovations. The research approach uses mixed methods and was performed with two focus groups after a survey was carried out. The sample comprises 448 consumers of electrical and electronic equipment sold on the internet who reside in the Southern region of Brazil. Data processing was based on a multivariate data analysis and results show that innovativeness behavior has a significant positive influence on the planned obsolescence process.

Employee’s ubiquitous learning engagement: Impact of innovativeness-oriented learning system design factors and the mediating role of imagery

This study investigates the essential factors involved in employees’ ubiquitous-learning engagement (U-LE). In this study, a research model was proposed based on learning engagement (LE) and narrative transportation theory, focusing on the impact of domain-specific innovativeness (DSI) and interface design (ID) factors on employee U-LE from a learning system design perspective. A questionnaire-type survey was conducted and the responses of 385 employees were analyzed using structural equation modeling with a partial least squares approach. The results imply the following: 1) information-possessing innovativeness (IPI) as the DSI factor influences employees’ U-LE; 2) interface convenience (IC) and interface design aesthetics (IDA), as system implementation factors, significantly affect U-LE; 3) imagery significantly influences U-LE; and 4) imagery is also proven to exert mediating effects on the relationships between U-LE and its antecedents by the bootstrapping method. Finally, both research and practice implications are discussed.

Influence of consumer innovativeness and personal characteristics on consumer adoption behavior of online banking: An empirical analysis

Influence of consumer innovativeness and personal characteristics on consumer adoption behavior of online banking: An empirical analysis - JMRA- Print ISSN No: - 2394-2762 Online ISSN No:- 2394-2770 Article DOI No:- 10.18231/j.jmra.2019.012, Journal of Management Research and Analysis-J Manag Res Anal

Analyzing the impact of consumer innovativeness and perceived risk in internet banking adoption

PurposeThe purpose of this paper is to understand consumers’ intention to adopt internet banking. The study adopted the technology acceptance model with additional constructs (i.e. consumer innate innovativeness (II), domain-specific innovativeness (DSI) and perceived security risk (PR)).Design/methodology/approachThe data were collected through a questionnaire-based survey (487 usable responses) from Indian consumers. A two-step SEM approach (i.e. measurement model and structural model) was used to analyze the data.FindingsThe findings show the significant positive influence of perceived usefulness, ease of use, attitude, II and DSI on consumer’s intention to adopt internet banking. The PR was found to have a significant negative influence on consumers’ intention to adopt internet banking, and DSI was found to negatively influence PR.Research limitations/implicationsThe study is limited to users of a particular region of India. Furthermore, the study limits itself in determining consumers’ intention only, not actual usage.Originality/valueThe study is a preliminary attempt to examine consumer’s intention to adopt internet banking in India by analyzing innovativeness and perceived risk.

Strategic recommendations for new product adoption in the Chinese market

ABSTRACTThis study extended current understandings of the relationships among domain specific innovativeness (DSI), the desire for unique consumer products (DUCPs), perceived new product characteristics (PNPCs), and Chinese consumers’ new product adoption behavior. It also investigated the indirect effect of vicarious learning behavior on Chinese consumers’ acceptance of new products. Data was collected in Shanghai, China. The results demonstrated that DSI and PNPCs were the primary drivers of new product adoption. The study also showed that PNPCs played a mediating role in the relationship between vicarious learning and the adoption of new products by Chinese consumers. The results confirmed the predictive power of DSI and how PNPCs affect Chinese innovative buying behavior. The results also suggest that PNPCs facilitate Chinese consumers’ new product learning behavior.

Consumer Innovativeness: Literature Review and Measurement Scales

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Exploring the Factors Influencing Customers Purchase Intention in Online Shopping

Online shopping has increasingly become popular in Bangladesh with the introduction of globalization. Many people, specifically the younger generation, are purchasing various types of products every day online as it is convenient and saves time. Consumers are influenced to purchase online as a result of many factors including time-savings, fast delivery, ease of the transaction, and a website's user friendliness, and many more. The consumer evaluation is important to explore why a consumer intends to purchase online. The present study is an attempt to determine the factors that influence consumers' online shopping in Dhaka. Through this process, this study attempts to identify the critical factors that influence consumers' online shopping in Dhaka and to evaluate the association between these factors and consumers' online shopping habits. It also tries to determine the importance of these factors on consumers' online purchasing habits and to identify problems and suggest possible recommendations. The factors that are being considered include convenience factors, psychological factors, promotional factors, technical factors, and motivational factors. Each factor has some distinct variables. Convenience factors include less time, home delivery, and ease of transaction. Psychological factors include domain specific innovativeness, and opinion of friends and peers. Promotional factors include online ads, and social media exposure. Technical factors include user-friendliness of websites, and display of product details. Motivational factors encompass utilitarian and hedonic values. For this study the Multiple Regression Analysis Model was used. A structured questionnaire survey was conducted on 120 consumers to obtain consumers' opinion regarding how their purchase habits are sparked by different factors. The results reveal that only the home delivery system and utilitarian value of online shopping makes customers consider purchasing online. The other important influences were opinion of friend and peers, social media exposure, and display of product details. This study can hopefully shed some new insights into consumers' online purchasing habits.

Social representations of genetically modified foods and public willingness to consume such foods in Taiwan.

Genetically modified (GM) foods have received substantial attention in recent years for being associated with unnaturalness, untrustworthiness, moral considerations, uncertainty, unhealthiness, and risks. This study highlighted the relevance of how social representations of genetically modified (GM) foods influence the Taiwanese public's willingness to consume GM foods. Moderated regression analysis results revealed that the social representation dimensions of adherence to technology and food as a necessity positively influenced the public's willingness to consume GM foods; however, the dimension of resistance to and suspicion of novelties had a negative influence. Food technology neophobia played a role in predicting people's willingness to consume GM foods and exerted moderating effects to enhance the negative relationship between the respondents' resistance to and suspicion of novelties and their willingness to consume GM foods. This neophobia also changed the positive relationship between food as a necessity and willingness to consume GM foods into negative. One-way ANOVA results revealed that food technology neophobia influences the public's specific social representations of GM foods, personal domain-specific innovativeness, and willingness to consume GM foods. Innovations in the food industry exhibit a high market failure rate partially because of the phenomenon known as food technology neophobia, which refers to rejection of new or unfamiliar foods. The findings of this empirical study can facilitate the development of a clearer understanding of people's acceptance and usage of emerging technologies applied in the innovation of food products in Taiwan. © 2018 Society of Chemical Industry.

Understanding millennial consumer\u2019s adoption of 3D printed fashion products by exploring personal values and innovativeness

The purpose of this study was to examine a hierarchical model of consumer innovativeness in the context of 3D fashion products. In particular, this study explored how different traits, such as personal values and innate innovativeness, predict a positive attitude towards 3D fashion products through domain-specific variables such as fashion innovativeness and fashion leadership. Using a convenience sample (n = 250), the data were collected through a self-administrated online survey. The results of this study identified personal values as an antecedent of innate innovativeness and found that fashion leadership played a critical mediating role between innate innovativeness and domain-specific innovativeness, in turn developing a positive attitude towards 3D fashion products which led to intention to use. Although the effect of innate innovativeness on domain-specific innovativeness (i.e., fashion innovativeness) was partially supported and no direct effects of personal values on domain-specific innovativeness was found, findings of this study contribute to existing literature on the Technology Acceptance Model and Consumer Innovativeness by examining additional predictors. The significant mediating role of fashion leadership was valuable as the result supported the key role of innovators as opinion leaders as discussed in the previous literature.

A Study on the Factors Affecting Consumer Buying Behavior towards Online Shopping in Pakistan

The present study is concerned in the field of consumer buying behavior, especially e-shopping in Pakistan. E-commerce has created easiness and innovativeness in humans’ life. Online consumer buying behavior is not like a physical market having ability to touch, analyze, and thereafter shop the products. This study explores the effect of few variables, derived from existing literature. Those variables are perceived benefits, domain specific innovativeness, and shopping orientations, i.e., impulse-purchase orientation, brand orientation and quality orientation. The data was collected by mean of the questionnaires. The findings indicated that domain specific innovativeness and shopping orientations have positive impact on consumers’ buying behavior towards online shopping. Therefore, consumers are showing an interest to online shopping because of recent development of electronic stores in Pakistan.

Attitudes and Sensory Perceptions of Food Consumers towards Technological Innovation in Mexico: A Case-Study on Rice-Based Dessert

Innovation in the agro-food system has become a strategy increasingly used by companies as a means to increase their competitiveness and position themselves in the market. In this context, the objective of this work is to identify the attitudes and sensory perceptions of consumers towards food technology through two scales (food technology neophobia and domain specific innovativeness) and hedonic tastings. For this, a new product was selected in the market: powder to prepare rice with milk. Most consumers have attitudes toward low neophobia to products with food technology, but there is also some caution, a situation that is corroborated by the moderate predisposition towards innovations. Color and flavor attributes can make the difference in positive perceptions. It should not be forgotten that there is a segment of innovative consumers that represent a key market.

Does domain specific consumer innovativeness vary with consumers' individual cultural orientation?

The purpose of this study is to examine whether the level of consumer innovativeness differs in individual level cultural dimensions namely, uncertainty avoidance, individualism, masculinity, power distance, and long term orientation. A survey research was conducted in order to measure domain specific innovativeness for mobile phone consumers and individual level cultural dimensions. In order to test the differences among more and less innovative consumers cluster analysis and t tests were employed. The results of t tests indicated that there are significant differences in cultural orientations among more and less innovative consumers. More (less) innovative consumers have lower (higher) uncertainty avoidance, and lower (higher) power distance and they hold more (less) individualistic and masculine values.

Does domain specific consumer innovativeness vary with consumers' individual cultural orientation?

The purpose of this study is to examine whether the level of consumer innovativeness differs in individual level cultural dimensions namely, uncertainty avoidance, individualism, masculinity, power distance, and long term orientation. A survey research was conducted in order to measure domain specific innovativeness for mobile phone consumers and individual level cultural dimensions. In order to test the differences among more and less innovative consumers cluster analysis and t tests were employed. The results of t tests indicated that there are significant differences in cultural orientations among more and less innovative consumers. More (less) innovative consumers have lower (higher) uncertainty avoidance, and lower (higher) power distance and they hold more (less) individualistic and masculine values.