Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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Distinguishing Online Opinion Leaders: The Mediating Effect of Consumer Innovativeness and Online Opinion Leadership for Values and New Product Adoption Behavior

  • Lee, Yukyung (Ewha Womans University Department of Clothing & Textiles) ;
  • Park, Minjung (Ewha Womans University Department of Clothing & Textiles) ;
  • Im, Subin (Yonsei University Yonsei School of Business)
  • Received : 2017.04.28
  • Accepted : 2017.08.05
  • Published : 2017.07.31
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Abstract

This article empirically examines the relationship between values, consumer innovativeness, online opinion leadership, and new product adoption behavior utilizing wearable technology as the overall unit of analysis. The authors analyze data collected from SNS users who possess one or more wearable devices using a structural equation modeling approach to examine the direct effects. Moreover, a bootstrapping approach is adopted to explore the indirect effects between the constructs. The results indicate that consumers who value stimulation and hedonism are more inclined to possess stronger consumer innovativeness. Consumer innovativeness also positively influences online opinion leadership, ultimately leading to the faster adoption of new products. The mediating effect of consumer innovativeness between the value stimulation and online opinion leadership is also confirmed. In addition, although consumer innovativeness has no direct effect on new product adoption behavior, it does have an indirect, mediating effect through online opinion leadership.

Keywords

References

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