Forecasting consumer perception of innovativeness

Lowe, Ben and Alpert, Frank (2015) Forecasting consumer perception of innovativeness. Technovation, 45-46 1-14. doi:10.1016/j.technovation.2015.02.001

Author Lowe, Ben
Alpert, Frank
Title Forecasting consumer perception of innovativeness
Journal name Technovation   Check publisher's open access policy
ISSN 0166-4972
Publication date 2015
Sub-type Article (original research)
DOI 10.1016/j.technovation.2015.02.001
Volume 45-46
Start page 1
End page 14
Total pages 14
Place of publication Oxford, United Kingdom
Publisher Elsevier
Collection year 2016
Language eng
Formatted abstract
How innovative is a new product to consumers? Why is it perceived to be innovative and does perceived innovativeness affect consumer intention to adopt new products? Some investigations have explored consumers’ perceptions of innovativeness, but this research is fragmented and contains no comprehensive definition and examination of the construct of “consumer perceived innovativeness” (CPI—how innovative the product is from the consumer’s perspective). This study proposes a new conceptualization for CPI based upon extant theory, qualitative research and two quantitative pilot studies. It then identifies and tests key causes and consequences of CPI on a national sample of consumers using a range of different innovations. This allows addressing the “so what?” (consequences) and the “how do you manage it?” (causes). The research extends work in the new product development area by (i) defining CPI within its nomological net and proposing an operational measure based on psychometric testing, (ii) suggesting that affect is more usefully viewed as a consequence of CPI rather than a dimension, and (iii) highlighting the important, yet often overlooked role, of perceived technology newness. These findings provide managers with a useful and practical theory for understanding and influencing consumer perceptions of a product’s innovativeness.
Keyword Consumer perceived innovativeness
Relative advantage
Innovation adoption
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
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