Consumer innovativeness and international consumer behavior: Comments and extensions

Wooyang Kim, C. Anthony Di Benedetto and James M. Hunt

Journal of Global Scholars of Marketing Science, 2017, vol. 27, issue 3, 184-194

Abstract: This study aims to discuss consumer innovativeness, as proffered by Kim, Di Benedetto, and Hunt in the Journal of Global Scholars of Marketing Science and found in other work carried out by Kim et al. We first review research pertaining to the dimensionality of innovativeness in the study of the consumer decision process. We then review current trends in research regarding innovation. Finally, we make several suggestions in the interests of improving research on the concept, with a particular focus on social interaction surrounding various forms of innovation.

Date: 2017
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DOI: 10.1080/21639159.2017.1318668

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