Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value

Abstract

Prior research on the impact of consumer innovativeness on new product purchase intentions experienced confusion about the definition of innovativeness and the interest in a specific domain. To fill the gaps, this study builds a new model to examine the multivariate effects of different variables on new product purchase intentions in general and the interplay between all latent variables. We tested a sample of 438 responses that reflect the perspectives of the public in the Emirate of Abu Dhabi, United Arab Emirates, by using partial least squares/structural equation modeling. Substantively, perceived value intercedes in the impact of consumer innovativeness on purchase intentions. Similarly, the learning process mediates the effect of consumer innovativeness on purchase intentions, whereas perceived value mediates the effect of the learning process on purchase intentions. Finally, the learning process and perceived value mediate the effect of consumer innovativeness on new product purchase intentions.

Keywords:

• new product purchase intention
• consumer innovativeness
• learning process
• perceived value

JEL:

• C12
• C51
• M31
• D12
• O30
• O31

PUBLIC INTEREST STATEMENT

Consumer innovativeness causes new product purchase intentions through learning process and perceived value. Innovators and early adopters of new products have personality traits that differ from those of the late majority. Innovative customers learn about new products via mass media, word of mouth, the Internet, and social networks. There are a variety of factors which affects the perceived value of a new product to consumers such as perceived benefit, usefulness, enjoyment, and social image. The current research will be very valuable for consumers, manufacturers, and marketers. Consumers will be innovative when they start looking for attractiveness and novel experience in their choice of new products. Manufacturers can promote their new products by stimulating customer innovativeness via producing attractive designs that offer a novel experience. It is vital for marketing staff to provide adequate information about the usage and design of their new products via the Internet and social media.

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Authors: Sources

Declaration of interest statement

Authors declare the absence of conflict of interest in this study.

Additional information

Funding

The authors received no direct funding for this research.

Notes on contributors

Salem A. Al-Jundi

Salem Al-Jundi has been an assistant professor of economics at the College of Business, Al Ain University, UAE, since 2008. He teaches courses in areas such as microeconomics, macroeconomics, and economic development. His research interests focus on macroeconomic problems in developing countries. He has published several peer-refereed journal articles on administrative corruption, economic diversification, determinants of investment, and inflation.

Ahmed Shuhaiber

Ahmed Shuhaiber is an assistant professor of information systems at the College of Technological Innovation at Zayed University, UAE. Ahmed received his PhD degree from the School of Information Management, Victoria University of Wellington, New Zealand. He is primarily a quantitative researcher, and his past work has been published in distinguished outlets.

Reshmi Augustine

Reshmi Augustine holds a PhD in business administration and has been Department Chair for Business programs at Abu Dhabi Vocational Education and Training Institute, UAE, since 2011. She has published several papers in peer-reviewed international journals in marketing of life insurance products and the role of ICT in higher education.