• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.187-197
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• 2011

There are many researches about effects of consumer innovativeness on the new product adoption behavior. However most of these studies regard this construct as one dimensional concept so that the extant studies suggest very ambiguous results about the relationship between consumer innovativeness and adoption behavior. This study subdivides the construct as cognitive innovativeness and sensory one and suggest these two types of consumer innovativeness affect on the risk perception of the potential adopter differently when the consumer adopt new product. In the empirical research through regression analysis and structure equation model with 217 samples, the study shows the consumer who have high level of cognitive innovativeness are more sensitive to functional risk of new products compared to one who have high level of sensory innovativeness. On the other side, sensory innovative consumer perceive social risk more when they adopt new products than cognitive innovator who have higher level of cognitive innovativeness. The result means there are dual paths on the relationship between consumer innovativeness and new products adoption behavior. Unlike the early studies, this study shows that there's dual path in relationship between the consumer's innovativeness and new product adoption. That is the consumer who have higher sensory innovativeness perceive the social risk of new products more sensitively than functional risk but the consumer who have cognitive innovativeness perceive functional risk more. So, new product adoption behavior would be different depending on the sensory or cognitive innovativeness.

• Journal of Distribution Science
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• v.14 no.7
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• pp.15-19
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• 2016

Purpose - India is predicted to lead the world in online sales, but the behavioral range of online consumer has not been researched adequately. Moreover, the research on the role of psychological variables like consumer innovativeness in online purchase behavior has not been investigated. This paper aims to unravel the role of 'consumer innovativeness' in predicting online purchase intention. Further, this paper examines the effect of consumer innovativeness on 'online information search' and 'attitude' in online purchase areas. Research design, data, and methodology - This study uses factor analysis to confirm the convergent and discriminant validities from the adopted scales. Regression analysis was employed to test the various hypotheses in this study. Results - This study finds that consumer innovativeness affects positively 'information search', 'attitude' and 'purchase intentions' in online purchase circumstances. Conclusions - Consumer Innovativeness has emerged as a significant factor affecting online purchase intentions. It has also been confronted with an important variable affecting online information search and attitudes for online purchase.

• Journal of the Korean Home Economics Association
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• v.46 no.8
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• pp.109-120
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• 2008

This study aimed to identify the effects of adult women's fashion innovativeness and purchase situation factors on fashion adoption. To explain women's fashion adoption at the point of clothing purchases, fashion innovativeness and 3 dimensions of purchase situation were adopted as explanatory variables. Total usable questionnaires were obtained from 801 women aged between 20 and 39. Factor analysis on purchase situation resulted in 3 dimensional structures of purchase situation: Store atmosphere, Store policy and Pre-purchase condition. Women groups divided by fashion innovativeness level showed meaningful differences in their purchase situation level and fashion adoption level. Women groups divided by 3 dimensions of purchase situation also showed significant differences in fashion innovativeness level and fashion adoption level. Fashion innovativeness, Store atmosphere and Pre-purchase condition except Store policy positively affected fashion adoption.

• Asia Marketing Journal
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• v.19 no.2
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• pp.1-24
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• 2017

This article empirically examines the relationship between values, consumer innovativeness, online opinion leadership, and new product adoption behavior utilizing wearable technology as the overall unit of analysis. The authors analyze data collected from SNS users who possess one or more wearable devices using a structural equation modeling approach to examine the direct effects. Moreover, a bootstrapping approach is adopted to explore the indirect effects between the constructs. The results indicate that consumers who value stimulation and hedonism are more inclined to possess stronger consumer innovativeness. Consumer innovativeness also positively influences online opinion leadership, ultimately leading to the faster adoption of new products. The mediating effect of consumer innovativeness between the value stimulation and online opinion leadership is also confirmed. In addition, although consumer innovativeness has no direct effect on new product adoption behavior, it does have an indirect, mediating effect through online opinion leadership.

• The Research Journal of the Costume Culture
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• v.1 no.2
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• pp.113-130
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• 1993

The purpose of this study was to investigate the role of perceived attributes of innovation in predicting the fashion innovativeness of female college students and to compare results with the predictive efficacy of selected psychographic variables. The data were analyzed by factor analysis and stepwise multiple regression. Frequency, percentage and man values were used to evaluate the descriptive data. The major findings derived from analysis are as follows: 1. Of the psychographic variables used to predict fashion innovativeness fashion interest was the most predictive of fashion innovativeness followed by venturesomeness. 2. So only perceived attributes variables found to be predictive of fashion innovativeness was perceived risk.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.714-727
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• 2015

This study investigated consumers' clothing expense, consumer innovativeness and perceived risk to the channel type they frequently purchase fashion products and compared the relationship between the variables. A survey of male and female college students was conducted and 367 responses were analyzed using descriptive statistics, chi-square analysis, two-way ANOVA, factor analysis, reliability analysis, and correlations. Female consumer clothing expenses were high compared to male consumers, and clothing expenses of consumers using department stores and independent banded stores were high compared to those using internet shopping malls. The sub-dimensions of consumer innovativeness were determined as adventure-oriented, unique-oriented, and change-oriented, and female consumers have characteristics more unique-oriented and change-oriented. In the case of female respondents, unique-oriented innovativeness was highest for department store customers, while the male customer of non-branded stores showed the highest unique-oriented innovativeness. Perceived risk indicated the highest score from the customers of internet shopping mall. Department stores were recognized as reliable by female department store customers. Clothing expenses and consumer innovativeness dimensions showed significantly positive correlations; in addition, the relation between clothing expense and perceived risks were significantly negative. Consumer innovativeness and perceived risks have positive relations.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.5
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• pp.765-774
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• 2010

This study investigates the effects of consumer innovativeness on e-loyalty mediated by shopping mall attributes and consumer satisfaction with the Internet. Data were obtained from 243 consumers who had bought fashion products through online shopping. Data were analyzed by using factor analysis, Cronbach's alpha, and path analysis using LISREL 8.53 program. The results of this study suggest that the consumer innovativeness, such as Internet-innovativeness and Fashion-innovativeness affect shopping mall attributes including Loading, Visual, Information, Variety, and Price/Fashion. These attributes and the shopping mall satisfaction partially mediated the impact of consumer innovativeness on e-loyalty of shopping malls through the Internet. Especially, consumer satisfaction was the most important determinant to build up e-loyalty for the online shopping of fashion products. The findings provide implications for e-retailers to develop strategies related to consumer innovativeness, shopping mall attributes, and the e-loyalty of shopping malls for fashion products.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.5
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• pp.718-732
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• 2014

This study investigates the effects of two organizational variables (market orientation and organizational innovativeness) and the interaction between these two variables on supply chain agility as well as examines the moderating effect of 1) firm size and 2) the extent of global sourcing. Employing a web-based e-mail survey method, the study issued 1,320 questionnaires to South Korea apparel manufacturing companies; data from 147 completed surveys were analyzed. Market orientation, organizational innovativeness, and the interaction between the two variables positively affect supply chain agility. Firm size and global sourcing do not have any significant moderating effects on the relationship between organizational characteristics and supply chain agility. Companies with high market orientation and high organizational innovativeness have more agile supply chains than companies with only market orientation or organizational innovativeness. Firms need to effectively enhance market orientation and organizational innovativeness simultaneously to enhance supply chain agility. The lack of a moderating effect from firm size suggests that all companies should promote a greater degree of market orientation and organizational innovativeness to enhance supply chain agility regardless of firm size.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.6
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• pp.1124-1140
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• 2017

The purposes of this study are to (1) explore the characteristics of consumers who purchase products designed by rising fashion designers, and (2) examine the effects of consumer fashion innovativeness and price consciousness on consumer responses toward the products (i.e., product innovativeness, perceived value, and purchase intention). A total of 469 adult consumers aged 19 to 59 responded to an online survey that consisted of a stimulus (i.e., news article introducing new brands of rising fashion designers) and measurement items. As a result, 20% of respondents are found to be customers of rising fashion designers. These buyers (vs. non-buyers) are characterized as female, high income, and high interest toward rising fashion designer products. The findings from structural equation modeling show that fashion innovativeness and price sensitivity have significant, positive effects on product innovativeness and perceived value that further increase purchase intention. These relationships are significant in terms of perceived value dimensions, except for the relationship between social value and purchase intention. Both fashion innovativeness and price sensitivity have significant and positive effects on social, emotional, economical, and functional values. The emotional, economical, and functional values also have significant, positive effects on purchase intention. The implications of these findings are discussed in the conclusion.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.16 no.6
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• pp.1935-1952
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• 2022

Consumer innovativeness plays a vital role in explaining consumer dynamics, such as adoption, usage, and behavioral intention, in the new world of disruptive online media. This empirical study aimed to examine the importance of consumer innovativeness and digital literacy in the adoption and expansion of new technology-based media services, focusing on OTT services. Extending the theory of adoption of new technologies by innovators to new media environment centered on OTT services, it examines the influence of the four dimensions of motivated consumer innovativeness on OTT service usage. The Korea Media Panel Data of 2019, where overall ICT usage and media consumption of a broad panel of respondents was collected, was used for the analysis. From the data of 10,864 respondents, 4,031 (37.1%) were found to have experience in using OTT services. To clarify the mediating effect of digital literacy on the correlations between cognitive innovativeness of consumers and their use of OTT services, Process Macro Model 4 was used. The bootstrap method was applied to reveal that all four dimensions of consumer innovativeness have a significant indirect effect on new media usage through digital literacy, thus indicating how digital literacy plays an important role in the spread of new digital services in addition to consumer innovativeness. The findings are important in that they can help in the efforts to introduce new technologies to the public and educate them to improve their digital literacy so that they can enjoy the complete experience of using these new digital products.