Consumer innovativeness: a domain-specific perspective of information acquisition and choice

Abstract

This study examines how experiential brand factors are related to perceived domain-specific innovativeness. We further investigate how domain-specific innovativeness predicts the phase of innovation diffusion. To accomplish these objectives, we employ an integrative perspective of consumer innovativeness and decision process. Results suggest that information utilization, diagnostic attributes and post-purchase behavior are important predictors of consumer innovativeness. In addition, consumer innovativeness predicts the diffusion of new product adoption. The findings and implications are discussed.