Accelerating Adoption of New Products of Thai Consumers: The Moderating Roles of Self-Brand Concept and Reference Group

ABSTRACT

The effect of consumer innovativeness on intention to purchase new products has been considerably investigated, but moderating effects to increase adoption rate of new products have thus far been overlooked. Drawing from the concept of consumer innovativeness, using survey research among Thai consumers, and analyzing data with hierarchical regression analysis, the author reveals that self-brand concept and reference groups can accelerate the adoption rate of new products. Successful firms can redefine marketing strategies to increase the adoption rate by developing new products and using brand strategy to fit with the individual or his/her group.

KEYWORDS:

• consumer innovativeness
• purchase intention
• reference group
• self-brand concept
• Thai consumers