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Effects of Innate Innovativeness and Product Interest on Product-Specific Consumer Innovativeness

내재적 혁신성과 상품 관심이 특정 상품에 대한 소비자 혁신성에 미치는 영향

  • Chung, Ihn Hee (School of Science and Engineering of Chemical Materials, Kumoh National Institute of Technology) ;
  • Cho, Yun Jin (Dept. of Textile Design, Gyeongnam National University of Science and Technology)
  • 정인희 (금오공과대학교 화학소재융합공학부) ;
  • 조윤진 (경남과학기술대학교 텍스타일디자인학과)
  • Received : 2018.03.11
  • Accepted : 2018.03.28
  • Published : 2018.04.30

Abstract

This study investigated consumer innovativeness by examining a relationship model of innate innovativeness, product interest, product-specific innovativenss, and actualized innovativeness for eight product items as well as observed gender differences in the variables. The eight product items for the survey were smartphones, movies, clothing, cars, skin care products/cosmetics, traveling, AI products, and books. An online survey was conducted in January 2018, and 400 responses from male and female consumers in their twenties and thirties, were analyzed using reliability test, descriptive statistics, regression, and ANCOVA. The positive effect of innate innovativeness and product interest on product-specific innovativeness, and positive effect of innate innovativeness and product-specific innovativeness on actualized innovativeness were confirmed. Product interest was found to have a stronger power on product-specific innovativeness than innate innovativeness. Gender differences in product interest, product-specific innovativeness, and actualized innovativeness were identified as hypothesized. Female consumer's clothing interest, clothing innovativenss, and actualized clothing innovativeness were higher than male consumers; in addition, male consumer's cars and AI interest, cars and AI innovativenss, and actualized cars and AI innovativeness were higher than female's. The controversial results that indicated the higher innate innovativeness of male consumers useful to further in-depth discussion and research. This study contributed to the theory construction of consumer innovativeness research areas and offered practical implications for new product launching and customer relationship management.

Acknowledgement

Supported by : Kumoh National Institute of Technology

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