The influence of innovativeness and price sensitivity on purchase intention: comparison of the Chinese and Korean consumers' response

Hyun Hee Park, Pauline Sullivan and Mi Jin Noh

International Journal of Product Development, 2015, vol. 20, issue 5, 382-400

Abstract: This study explores difference in the influence of innovativeness and price sensitivity on purchase intentions, among consumers in China and Korea, focusing on bio-signal smart clothing. Questionnaires were administered to 227 Chinese and 222 Korean consumers. Results are summarised as follows. First, fashion innovativeness and technology innovativeness negatively affected price sensitivity, both in China and Korea. Second, technology innovativeness positively affected purchase intentions in Korea, while fashion innovativeness positively affected purchase intentions in China. Third, price sensitivity negatively affected purchase intentions in both China and Korea. Fourth, no difference existed in the magnitude of the effect of fashion innovativeness on price sensitivity among China and Korea consumers, but technology innovativeness had greater effect on price sensitivity on the Chinese consumers. Fifth, fashion innovativeness had a greater effect on Chinese consumers' purchase intentions, while technology innovativeness had a greater effect on Korean consumers' purchase intentions.

Keywords: innovativeness; price sensitivity; cross-cultural study; information technology; smart clothing; purchase intention; China; South Korea; consumer response; consumer behaviour; biosignal clothing; fashion innovation; technological innovation; culture. (search for similar items in EconPapers)
Date: 2015
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