The Effect of Product Innovativeness and Design Innovativeness on Purchase Intension: Moderating Effect of the Consumer Innovativeness

2018 ◽  
Vol 9 (3) ◽  
pp. 923-938
Author(s):  
Hongyoung Kim ◽  
Kwangbae Lee
Keyword(s):  
Moderating Effect ◽  
Consumer Innovativeness ◽  
Product Innovativeness ◽  
Purchase Intension

Willingness to pay for innovations

2016 ◽  
Vol 19 (4) ◽  
pp. 568-588 ◽  
Author(s):  
Orsolya Sadik-Rozsnyai
Keyword(s):  
Willingness To Pay ◽  
National Culture ◽  
Moderating Effect ◽  
High Tech ◽  
Technological Innovations ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Consumer Value ◽  
The Impact ◽  
Principal Method

Purpose Whereas the impact of national culture on consumer innovativeness is widely discussed in the innovation literature, studies are scarce on consumer value and the related consumer willingness to pay (WTP) for innovations. Yet, innovative high-tech companies compete by enhancing their products with new attributes, and assessing consumer WTP for these innovative attributes in different countries is crucial to adapting the launching price and optimizing profits during the critical launch stage. To fill this gap, the purpose of this paper is to examine the impact of national culture and globalization on consumer value and the related WTP for technological innovations. Design/methodology/approach Data were collected in two culturally distinct but economically similar countries (France and Germany), using large representative and comparable consumer samples (n=642). Choice-based conjoint analysis was used as the principal method of data analysis. Findings This study reveals the significant impact of national culture on consumer value and the related WTP for technological innovations and the moderating effect of household income on this relationship. Originality/value This study is the first to reveal and provide strong empirical evidence of the impact of national culture on WTP for innovations. In addition, this study is the first to reveal the moderating effect of income on this relationship and to highlight an emerging European innovation adoption behavior.

scholarly journals Perceptions and Resistance to Accept Smart Clothing: Moderating Effect of Consumer Innovativeness

2021 ◽  
Vol 11 (7) ◽  
pp. 3211
Author(s):  
Naan Ju ◽  
Kyu-Hye Lee
Keyword(s):  
Perceived Risk ◽  
Moderating Effect ◽  
The Other ◽  
Willingness To Accept ◽  
Consumer Innovativeness ◽  
The Public ◽  
Smart Clothing ◽  
Innovative Products ◽  
The Relationship ◽  
Multiple Obstacles

Despite positive expectations from different organizations, smart clothing has not spread to the public. This study surveyed 320 adults to identify multiple obstacles arising from the adoption of smart clothing. As a result, perceived risks and unavailability of smart clothes, which are innovative products, have increased innovation resistance to smart clothes. On the other hand, smart clothing improvement expectations have been shown to lower innovation resistance to smart clothing. This suggests that interest and goodwill in a particular technology or function have significant impact on consumers’ willingness to accept it. Next, we validated the moderating effect of consumer characteristics in the relationship between innovative characteristics of smart clothing and innovation resistance. As a result, consumers’ fashion innovativeness has been shown to play a role in strengthening innovation resistance to smart clothing that is affordable. It can be inferred that the more fashion-conscious consumers are, the more burdened they are to continue to purchase relatively expensive smart clothes as the trend changes. In conclusion, to spread smart clothing, it is necessary to decrease the consumers’ perceived risk and improve the performance, durability, and availability of smart clothing.

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