Publication
Title
Motivated consumer innovativeness : concept, measurement, and validation
Author
Abstract
Existing consumer innovativeness scales ignore the multitude of motivation sources of buying innovations. The objective of this paper is to incorporate different motivations into a multi-dimensional innovativeness scale to better account for the consumerproduct relationship. An extensive literature review and five studies (with about 2600 respondents in total) indicate that four types of motivation underlie consumer innovativeness: functional, hedonic, social, and cognitive. The proposed 20-item four-dimensional Motivated Consumer Innovativeness (MCI) scale proves to be reliable and internally valid and does not seem to suffer from social desirability bias. Moreover, the results of the studies indicate the predictive validity of every MCI dimension. This new scale proves to measure more than existing consumer innovativeness scales; the different MCI dimensions predict innovative purchase intentions better than both traditional and recently developed innovativeness scales, and they disprove the general consensus that older people are always significantly less innovative than younger people. This MCI scale can serve as a tool for future research on efficiently and effectively segmenting and targeting (motivated innovative) consumers.
Language
English
Source (journal)
International journal of research in marketing. - Amsterdam
Publication
Amsterdam : 2010
ISSN
0167-8116
Volume/pages
27:4(2010), p. 308-318
ISI
000285955100002
Full text (Publishers DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
External links
Web of Science
Record
Identification
Creation 09.04.2011
Last edited 22.04.2017