scholarly journals Impact of consumer innovativeness on risk and new product adoption: a moderating role of Indonesia’s demographic factors

2020 ◽  
Vol 16 (4) ◽  
pp. 48-61
Author(s):  
Anna Triwijayati ◽  
Melany ◽  
Dian Wijayanti
Keyword(s):  
Risk Perception ◽  
Social Class ◽  
Demographic Variable ◽  
Survey Methods ◽  
Demographic Factors ◽  
New Product ◽  
Product Adoption ◽  
New Product Adoption ◽  
Consumer Innovativeness ◽  
The Impact

Consumer innovativeness is an important driver of economic progress and a country’s position in global competition. This study aims to examine the moderating effect of demographic factors of Indonesian consumers on the impact of consumer innovativeness on perceived risk and new product adoption. The type of research chosen is a causal comparative study by using online and offline survey methods. Data were obtained from a sample of 1,000 consumers from 31 provinces. The results showed that the demographic variable became a moderating variable for the impact of consumer innovativeness on new product adoption, but did not play a role in the influence of consumer innovativeness on credit-purchase risk perception. With regard to the influence of consumer innovativeness on credit-purchase risk perception, only social class has a significant effect as a moderating variable. As for the effect of consumer innovativeness on a new product adoption, the variables of marital status, occupation, income, and social class have significant effects. The social class variable consistently becomes a moderating one in both equations. The results of this study are useful for marketers to focus more specifically on their target markets, especially on the diffusion of new product innovations based on demographic characteristics. AcknowledgmentPDUPT Research Grant by Ministry of Research and Technology of The Republic of Indonesia, 2019.

scholarly journals Sales Manager Influence Of New Product Adoption By Their Salesforce: A Theoretical Perspective

2017 ◽  
Vol 33 (3) ◽  
pp. 539-546
Author(s):  
Gregory McAmis ◽  
Lukas P. Forbes
Keyword(s):  
Social Information Processing ◽  
Theoretical Perspective ◽  
New Product ◽  
Sales Force ◽  
Sales Manager ◽  
Sales Managers ◽  
Product Adoption ◽  
New Product Adoption ◽  
New Product Introductions ◽  
The Impact

New product introductions are an important part of the success of many organizations, and they often hinge on the perceptions of the sales force.   In turn, much of sales person perceptions are derived from managerial guidance and input.  Although the extant literature has investigated some of the antecedents to the adoption of new products by salespeople, very little attention has been paid to the impact of the sales manager over this process.  Using elements of social information processing, this paper explores how sales managers can exert influence over new product adoption by their salespeople. 

Consumer innovativeness influence on really new product adoption

2012 ◽  
Vol 20 (3) ◽  
pp. 211-217 ◽  
Author(s):  
Chih-Wei Chao ◽  
Mike Reid ◽  
Felix T. Mavondo
Keyword(s):  
New Product ◽  
Product Adoption ◽  
New Product Adoption ◽  
Consumer Innovativeness

Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty

2008 ◽  
Vol 72 (6) ◽  
pp. 65-80 ◽  
Author(s):  
Scott A. Thompson ◽  
Rajiv K. Sinha
Keyword(s):  
New Products ◽  
New Product ◽  
Brand Community ◽  
Product Adoption ◽  
Community Members ◽  
New Product Adoption ◽  
Community Membership ◽  
Brand Communities ◽  
Product Categories ◽  
The Impact

Brand communities have been cited for their potential not only to enhance the loyalty of members but also to engender a sense of oppositional loyalty toward competing brands. However, the impact of brand community membership on actual new product adoption behavior has yet to be explored. This study examines the effects of brand community participation and membership duration on the adoption of new products from opposing brands as well as from the preferred brand. Longitudinal data were collected on the participation behavior, membership duration, and adoption behavior of 7506 members spanning four brand communities and two product categories. Using a hazard modeling approach, the authors find that higher levels of participation and longer-term membership in a brand community not only increase the likelihood of adopting a new product from the preferred brand but also decrease the likelihood of adopting new products from opposing brands. However, such oppositional loyalty is contingent on whether a competitor's new product is the first to market. Furthermore, in the case of overlapping memberships, higher levels of participation in a brand community may actually increase the likelihood of adopting products from rival brands. This finding is both surprising and disconcerting because marketing managers usually do not know which other memberships their brand community members possess. The authors discuss how managers can enhance the impact of their brand community on the adoption of the company's new products while limiting the impact of opposing brand communities.

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