Abstract Extant literatures fully disclosed the multiple relationships between consumer innovativeness (CI) and innovative behavior by consumers to new products, and explored some conditions and mechanisms for the production of these relationships. Most theoretical and empirical researches, however, regarded CI as a singledimension construct. Few studies explored the structure of CI and investigated the relationships between every dimension of CI and innovative behavior by consumers. The paper discusses these relationships based on measuring the structure of CI. The conclusions include: CI is a twodimension construct including sensory innovativeness and cognitive innovativeness. Cognitive innovativeness is positively related to adoption of new products, while sensory innovativeness is positively related to newness seeking of new products. The conclusions have important values for theories of new product and their marketing practices.
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Received: 01 September 2010
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