Hierarchical effects of product attributes on actualized innovativeness in the context of high-tech products

Kyootai Lee, Shaji Khan and Dinesh Mirchandani

Journal of Business Research, 2013, vol. 66, issue 12, 2634-2641

Abstract: This paper examines the influence of product attributes in high-tech products on consumers' actualized innovativeness. In Stage 1, product attributes are identified based on interviews with consumers. In Stage 2, a survey is conducted with a different set of consumers in order to classify the product attributes into primary, secondary or tertiary attributes and to test the hypotheses. The results reveal that primary, secondary and tertiary attributes have a reverse hierarchical influence on actualized innovativeness. That is, tertiary attributes influence the actualized innovativeness most, followed by secondary, and then by primary attributes. However, only primary attributes positively moderate the relationship between inherent and actualized innovativeness. These results can help marketing researchers and practitioners understand the influence of product attributes on behavioral aspects of consumer innovativeness.

Keywords: Inherent innovativeness; Vicarious innovativeness; Adoptive innovativeness; Actualized innovativeness; Product attributes; Hierarchical effects (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:12:p:2634-2641

DOI: 10.1016/j.jbusres.2012.05.024

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