• Korean Management Science Review
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• v.25 no.1
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• pp.149-167
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• 2008

One of characteristics of firms having successfully developed new products is that they are practicing strategic learning, that is, organizational learning for preparing the future. In this context, we attempts to examine the effect of strategic learning on the proficiency of new product development activities and new product outcome, in an empirical way. In addition, we Investigated the moderating effect of new product innovativeness on the relationship among strategic learning, proficiency of new product development activities, and new product outcome. The analysis results show that the strategic learning has a positive impact on both the proficiency of new product development activities and new product outcome. And it was found that the impact of strategic learning on the proficiency of new product development activities is increasing when firms developing new products with high degree of innovativeness. However, the impact of strategic learning on new product outcome was not different according to new product innovativeness. This results shed some insight on the role of strategic learning in the new product development management.

• Fashion & Textile Research Journal
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• v.11 no.3
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• pp.409-416
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• 2009

Consumer Innovativeness is the level of acceptance tendency of new thinking, new product, and service without any communication with other people or experience. Product Innovativeness can be defined with the terms, newness, discontinuous, and radicalness of a product. The purpose of this research is finding if there are relationship between consumer innovativeness, consumers' product innovativeness evaluation, and attitude toward a product. The subjects were 338 male and female consumers aged from 18 to years old. The data were analyzed by regression analysis, t-test, Pearson correlation analysis, ANOVA. In conclusion, consumer's fashion innovativenes had important effects on smart clothing innovativeness evaluation, but consumer's technology innovativeness had no effect on it.

• 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.

• Asia Marketing Journal
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• v.15 no.3
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• pp.31-52
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• 2013

The metacognitive experience of the ease or difficulty with which new, external information can be processed, referred to as 'processing fluency,' has been shown to influence a wide range of human judgments including truth judgments, familiarity judgments, risk perception, evaluation, and preference (see Alter and Oppenheimer 2009 for a review). The current research explores the possibility of a consumer's product innovativeness judgment based on the difficulty of processing new information. In specific, this study examines if the inferential link between (dis)fluency-(un)familiarity can feed into the perception of innovativeness. This study also explores how a consumer's processing motivation can moderate the consumer's reliance on processing fluency in judgments and how the influence of fluency can vary depending on judgment task orders. In an experiment, participants rated a new product's innovativeness and then indicated their product attitude (or vice versa depending on the judgment task order condition) after reading a product review article that was printed in either an easy-to-read or a difficult-to-read font (for fluency manipulation). The findings show that low need for cognition individuals infer higher product innovativeness when processing product information is difficult rather than easy, consistent with the common assumption that 'new information is more difficult to process than familiar information.' The findings also suggest that once low fluency is attributed to innovativeness, it may no longer lead to a negative response to the product. High need for cognition individuals' judgments on product innovativeness are not affected by fluency. The findings also demonstrate a judgment task order effect on the use of fluency in judgments (e.g., Xu and Schwarz 2005). This study provides the first evidence that an individual's fluency experience can be used as a source of information in product innovativeness judgments especially under low processing motivation conditions. The findings can help marketers better understand the malleability of consumer judgments and perceptions of product characteristics (e.g., product innovativeness) by demonstrating an interesting interplay of processing fluency, processing motivation, and judgment task-related contextual factors.

• Human Ecology Research
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• v.56 no.2
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• pp.167-174
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• 2018

This study investigated consumer innovativeness by examining a relationship model of innate innovativeness, product interest, product-specific innovativenss, and actualized innovativeness for eight product items as well as observed gender differences in the variables. The eight product items for the survey were smartphones, movies, clothing, cars, skin care products/cosmetics, traveling, AI products, and books. An online survey was conducted in January 2018, and 400 responses from male and female consumers in their twenties and thirties, were analyzed using reliability test, descriptive statistics, regression, and ANCOVA. The positive effect of innate innovativeness and product interest on product-specific innovativeness, and positive effect of innate innovativeness and product-specific innovativeness on actualized innovativeness were confirmed. Product interest was found to have a stronger power on product-specific innovativeness than innate innovativeness. Gender differences in product interest, product-specific innovativeness, and actualized innovativeness were identified as hypothesized. Female consumer's clothing interest, clothing innovativenss, and actualized clothing innovativeness were higher than male consumers; in addition, male consumer's cars and AI interest, cars and AI innovativenss, and actualized cars and AI innovativeness were higher than female's. The controversial results that indicated the higher innate innovativeness of male consumers useful to further in-depth discussion and research. This study contributed to the theory construction of consumer innovativeness research areas and offered practical implications for new product launching and customer relationship management.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.1275-1286
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• 2021

The purpose of this study is to employ the theory of consumption value and consumers' innovative personality characteristics to explain the adoption of new personal electronics devices in Vietnamese market. This study adapts a quantitative survey-based approach to test hypotheses about relationship between consumption value, product specific innovativeness and new product adoption. The study uses a quantitative data set of 915 consumers who owned one mobile electronic device at least in Ho Chi Minh city, one of the biggest cities of Vietnam. The data was collected through personal interview and convenient sampling method. The conceptual model was tested using PLS structural equation model. The findings of this study suggest that both consumption value and product specific innovativeness influence the adoption of new electronic products. The results also reveal that product specific innovativeness mediates the relationship between consumption value and new product adoption. The study further identified that consumption value was taken as a second-order multidimensions construct with five components, namely functional value, epistemic value, economic value, social value and emotional value. As a result, the research suggests some implications to enhance marketers' capabilities to develop strategies for launching new hi-tech products in an emerging market as Vietnam.

• 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 Korea Society of Industrial Information Systems
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• v.17 no.7
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• pp.187-198
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• 2012

Consumer innovativeness is a force that leads to innovative behavior of consumer and it is crucial for companies to understand the innovativeness in association with the new innovative product adoption. The purpose of this paper is to examines the influence of Consumer's inherent innovativeness, product involvement, and product expertise on consumers's vicarious and adoptive innovativeness. For this purpose, the model has been set and examined the influence of consumer innovativeness, product involvement and product expertise on vicarious and adoptive innovativeness. The results revealed that 1) consumer innovativeness would not influence vicarious and adoptive innovativeness, 2) vicarious innovativeness had affect on adoptive innovativeness 3) product involvement had a affect on both vicarious and adoptive innovativeness 4) product expertise had a affect on vicarious innovativeness and yet had no affect on adoptive innovativeness.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.386-403
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• 2021

Preannouncing a new product to its target audiences has been more and more prevalent in a wealth of industries, particularly industries that attach great importance to the speed of entry. Grounded in market signaling theory, the current research advances a theoretical model that takes full cognizance of the relation between preannounced information about an upcoming product and individual customers' behavioral intentions as well as significant moderating effects of prior product knowledge and new product innovativeness. In response, a web-based survey is conducted for data collection and the structural equation model is utilized for data analysis. Results of this study demonstrate that preannounced new product information attributes (i.e., quantity, clarity) may positively influence consumers' attitudes, in turn, lead to a favorable purchase intention. Moreover, the moderating effects of product knowledge and product innovativeness are also confirmed. Specifically, product knowledge moderates the quantity-attitude relation positively and moderates the clarity-attitude relation negatively, whereas product innovativeness does opposite. Both implications and limitations are also described.

• East Asian Journal of Business Economics (EAJBE)
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• v.10 no.3
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• pp.17-26
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• 2022

Purpose - In this paper, we aim to analyze to what extent entrepreneurial orientation (EO) can help overcome Korean SMEs' liabilities of foreignness in overseas markets. In this end, we examined three sub-dimensions of EO (proactiveness, innovativeness, risk-taking) and examine their individual effects on NPD performance of exporting SMEs. Research design, data, and methodology - We collected survey questionnaires from Korean exporting SMEs that are certified with Inno-biz by the Korean Ministry of SMEs and Startups. The collected data was analyzed using SPSS 26 and AMOS to create an integrated model. Result - As a result of the analysis, we found that proactiveness and innovativeness dimension of EO have positive effect on new product performance of exporting SMEs. Furthermore, technological uncertainty has negative moderating effect between innovativeness and new product performance of SMEs. Conclusion - While proactive attitude and innovativeness of EO positively affected the performance of new products of SMEs, the tendency to take risks and pursue opportunities with bold behaviors did not have a positive effect on NPD performance in foreign nations.