An Empirical Study of Innate Consumer Innovativeness, Personal Characteristics, and New-Product Adoption Behavior

• DOI: 10.1177/0092070302238602
• Publication Date: 2003-04-28T10:12:24Z
• Authors: Subin Im; Barry L. Bayus; Charlotte H. Mason
• Keywords: 0502 economics and business; 05 social sciences

This article explores the relationships between innate consumer innovativeness, personal characteristics, and new-product adoption behavior. To do this, the authors analyze cross-sectional data from a household panel using a structural equation modeling approach. They also test for potential moderating effects using a two-stage least square estimation procedure. They find that the personal characteristics of age and income are stronger predictors of new-product ownership in the consumer electronics category than innate consumer innovativeness as a generalized personality trait. The authors also find that personal characteristics neither influence innate consumer innovativeness nor moderate the relationship between innate consumer innovativeness and new-product adoption behavior.