Title
Motivated consumer innovativeness : concept, measurement, and validation
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Amsterdam ,
Subject
Economics
Source (journal)
International journal of research in marketing. - Amsterdam
Volume/pages
27(2010) :4 , p. 308-318
ISSN
0167-8116
ISI
000285955100002
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
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.
E-info
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000285955100002&DestLinkType=RelatedRecords&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000285955100002&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000285955100002&DestLinkType=CitingArticles&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848