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.
•The formation of behavioral intentions was examined in the drone food delivery services context through an extended TPB.•Perceived innovativeness positively affected attitude.•Behavioral intentions ...were affected by the attitude, the subjective norm, and perceived behavioral control.•The outbreak of COVID-19 played a moderating role in the relationship between the attitude and behavioral intentions.
This study aims to identify how behavioral intentions are formed in the context of drone food delivery services using the moderating role before and after the outbreak of COVID-19. A conceptual model including eight hypotheses was developed and tested based on the data of two consumer samples, one collected before and the other after the outbreak of COVID-19. The data analysis results showed that perceived innovativeness positively affects attitude. In addition, the attitude, the subjective norm, and perceived behavioral control have a positive influence on behavioral intentions. Lastly, the outbreak of COVID-19 played a moderating role in the relationship between the attitude and behavioral intentions.
•Existing brand innovativeness perceptions influence perceived product innovativeness.•Technological newness has a strong influence on perceived product innovativeness.•Perceived product ...innovativeness leads to updating of perceived brand innovativeness.•Brand innovativeness directly influences brand attitude and purchase intention.•It mediates the effect of product innovativeness on attitude and purchase intention.
This paper examines the evolution of consumer perceived brand innovativeness through its relationship with product innovativeness. A survey of 617 respondents measured consumer perceptions, brand attitude, and purchase intention, with data analysed using structural equation modelling. Results indicate that after exposure to a product innovation, consumers’ existing perception of brand innovativeness and perception of the technological newness of the innovation shape their perception of product innovativeness. This leads to an updating of perceptions of innovativeness at the brand level, which subsequently influence both brand attitude and purchase intention outcomes. It also mediates the impact of product innovativeness on these variables. This model of the evolution of brand innovativeness shows how it can be strengthened (or weakened) by product innovativeness. A key managerial implication is that investment and production of highly innovative products will result in a virtuous cycle of increasing future perceptions of product and brand innovativeness.
本文通过消费者感知品牌创新力与产品创新力的关系来考察消费者感知品牌创新力的演变过程.本文开展了一项针对617名受访者的调查并测量了消费者的感知,品牌态度和购买意愿, 并使用结构方程模型对数据进行分析.结果表明, 消费者在接触产品创新后, 对品牌创新的现有感知和对创新的技术新颖性的感知形成了对产品创新的感知.这导致了品牌层面对创新认知的更新, 进而影响了品牌态度和购买意图的结果.它还中介了产品创新性对这些变量的影响.这个品牌创新力演化模型显示了产品创新力是如何增强 (或减弱) 品牌创新力的.从本研究可以得出一个重要的管理意义, 即高创新产品的投资和生产将促进消费者未来对该产品和品牌创新的认知不断增强的良性循环.
•UTUAT2 is modified by replacing price value by perceived value.•UTAUT2 is extended with constructs from the privacy calculus.•Perceived expectancy and perceived privacy concerns influence perceived ...value.•Hedonic motivation and perceived value influence intention to use.•Personal innovativeness has a weak moderating effect.
Consumers can conduct mobile commerce via their smartphones. They can search for products and when ready, they pay and have the products delivered to their homes. By sharing personal information, they receive faster and more customized service. Because of the risk of loss of privacy, consumers need to balance their privacy concerns against the perceived value of enhanced mobile commerce. In this empirical study, the unified theory of acceptance and use of technology (UTAUT2) is modified where perceived value replaces price value to represent the value of an IT artifact that has no direct costs attributable to it. The framework is extended to include constructs from the privacy calculus. In addition, the construct of personal innovativeness is added as a moderator with the anticipation that owners of smartphones who are more personally innovative will be more willing to share information. From an empirical study of Canadian smartphone owners, the results show that perceived privacy concerns influence perceived value and that intention to use is significantly influenced by hedonic motivation and perceived value.
Consumer perceived brand innovativeness Shams, Rahil; Alpert, Frank; Brown, Mark
European journal of marketing,
09/2015, Letnik:
49, Številka:
9/10
Journal Article
Recenzirano
Purpose
– This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why ...this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI) from a theoretical perspective and then develops and validates a measure for CPBI.
Design/methodology/approach
– Three qualitative studies were conducted to generate an enriched and more detailed understanding of what brand innovativeness means to consumers. Data were collected using free association and open-ended elicitation techniques. Next, a CPBI scale was developed and validated in three quantitative studies.
Findings
– The results indicate that innovative brands are related with several interesting core and secondary associations that have not been adequately addressed in previous research. CPBI is conceptualized as a unidimensional construct. Altogether six studies show that the proposed CPBI measure is valid and reliable.
Originality/value
– The present study is the first to identify the limitations of product and firm innovativeness conceptualizations with regards to brand innovativeness. It develops a unique and theoretically supported conceptualization and operationalization of CPBI. The first brand concept map for the concept of innovative brands is presented. The results of the studies indicate the measure’s ability to successfully predict important consumer behavior variables such as purchase intentions, and to demonstrate superior predictive performance compared with a key related scale in the mobile phone category.
Numerous enterprises employ Generative AI (GenAI) for a plethora of business operations, which can enhance organizational effectiveness. The adoption might be driven by multiple factors influencing ...the business landscape. Additionally, numerous ethical considerations could impact the deployment of GenAI. This unique study investigated how organizations adopt GenAI and its effects on their performance. Further, this research utilized institutional theory and ethical guidelines for AI design to develop a research framework examining how organizations adopt GenAI and its impact on their performance. A survey of 384 managers from information technology (IT) and information technology-enabled services (ITeS) companies was conducted. Data analysis was done using PLS-SEM to examine and validate the proposed model. The study outcome reveals that institutional pressures, i.e., coercive, normative and mimetic forces, influence the use of GenAI in organizations. It was also found that fairness, accountability, transparency, accuracy and autonomy influence the use of GenAI. Also, the results divulge that the use of GenAI influences organizational performance and is moderated by organizational innovativeness. This study provides insights to developers of GenAI, senior management of companies, the government and IT policymakers by highlighting the institutional pressures and ethical principles influencing the use of GenAI.
•This paper assesses the adoption of GenAI in organizations and organization performance (OP).•A survey of 384 managers from IT and ITeS companies was conducted.•Institutional pressures influence the use of GenAI in organizations.•Fairness, accountability, transparency, accuracy and autonomy influence the use of GenAI.•The use of GenAI influences OP and is moderated by organizational innovativeness.
•Passive innovation resistance is a strong inhibitor of innovative consumer behavior.•Passive innovation resistance decreases adoptive and actualized innovativeness.•Perceived stimulation increases ...the negative effects of passive innovation resistance.
Empirical research reveals that many new products fail as a result of consumers’ passive resistance to innovation. Moreover, extant research suggests that high levels of stimulation induced by radical innovations even enhance negative effects of passive innovation resistance. However, empirical evidence for these propositions is still rare. Consequently, this study strives to enhance the current understanding (1) by investigating the inhibitory role of passive innovation resistance for different kinds of innovative consumer behaviors and (2) by examining the moderating role of perceived stimulation for effects of passive innovation resistance. Based on a large-scale empirical study (n=681), we provide first empirical evidence that passive innovation resistance inhibits both consumers’ tendencies to engage in innovative behavior and actual new product adoption. Furthermore, the results confirm that perceived stimulation increases the negative effects of passive innovation resistance. Our findings contribute to the ongoing discussion on a possible pro-change bias in adoption literature and to the current understanding on how to develop and market innovations to reach market success.
•Develop a research framework examining drivers of in-person tour intentions (ITI).•Propose a hybrid statistics and machine learning approach for the testing.•The results reveal that user engagement ...raise attitude toward VR(ATT).•Product-possessing innovativeness positively moderates the ATT and ITI.•Information-possessing innovativeness negatively moderates the ATT and ITI.
Owing to recent uncertainty in the service sector, new attractive ways, such as virtual reality, have been adopted by online sites to provide products and services to individual users in the tourism context. Based on human–computer interaction user engagement and the domain segmentation innovativeness theory, we develop and test a theoretical framework to examine the impact of key user engagement drivers on in-person tour intentions as behavioral responses using the partial least squares structural equation model and a neural network with activation function analysis as the new two-stage approach. According to a survey sample of visitors' responses as the case, the results demonstrate that a) user engagement, including aesthetic appeal, focused attention, perceived usability, and reward experience, improves attitudes toward virtual reality; b) product-possessing innovativeness positively moderates the relationships between attitude toward virtual reality and in-person tour intentions; c) information-possessing innovativeness negatively moderates the relationships between the attitude toward virtual reality and in-person tour intentions; d) focused attention and reward experience show both linear high performance and nonlinear importance; and e) activation function analysis could further improve the accuracy of prediction.
•The role of drone food delivery services is expected to grow.•Perceived innovativeness affecting attitude toward using drone food delivery services were identified.•The attitude had a positive ...influence on intentions to use, word-of-mouth intentions, and willingness to pay more.•The moderating role of gender and age was found.
Drone food delivery services refer to services that use drones to deliver food to customers as the role of services becomes more important in the food service industry, because drone food delivery services are not affected by traffic, so they can deliver food quickly. However, there is still a lack of research about drone food delivery services. Thus, this study examined the importance and necessity of drone food delivery services using the concept of perceived innovativeness. In Korea, a total of 324 samples collected in order to test the proposed model including fifteen hypotheses. The data analysis results showed that perceived innovativeness has a positive influence on attitude toward using drone food delivery services and behavioral intentions including intentions to use and word-of-mouth intentions. In addition, the attitude played an important role in the formation of behavioral intentions. Lastly, this study found the important moderating role of gender and age.
There are two competing hypotheses explaining how innovativeness influences the survival of startups: On the one hand, innovativeness is argued to foster survival-enhancing attributes (e.g., market ...power and cost efficiency) and capabilities (e.g., absorptive capacity). On the other hand, an innovative startup faces (and bears the associated risks of) liabilities of newness and smallness that exceed those of its non-innovative counterparts. The available empirical literature addressing this theoretical tension mostly supports the former hypothesis; we suggest that this finding is, in part, driven by the common practice of employing an ex post measure that already embodies a degree of success in innovativeness. We use an ex ante measure and find that a startup's innovativeness is negatively associated with its subsequent survival. We also find that entrepreneurs' greater appetite for risk magnifies this negative association. These findings imply that pursuing innovations is not necessarily associated with survival during the early stages of firm development and entails a more complicated start-up process.
•Innovativeness is negatively associated with startups' subsequent survival.•An ex ante measure of innovativeness reveals the negative association.•Entrepreneurs' greater appetite for risk magnifies the association.•Pursuing innovations entails a more complex start-up process.
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