Groeikapitaal en buy-outs gids in België
Manigart, Sophie Vanacker, Tom Witmeur, Olivier
Manigart, Sophie
Vanacker, Tom
Witmeur, Olivier
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2011
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Book
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52
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Abstract
Existing consumer innovativeness scales ignore the multitude of motivation sources of buying innovations. The objective of this paper is to incorporate recent motivation research into a multi-dimensional innovativeness scale to better account for the consumer-product relation. An exploratory and confirmatory study (with 780 respondents in total) indicates that four types of motivations underlie consumer innovativeness: functional, hedonic, social and cognitive. The proposed 28-item Motivated Consumer Innovativeness scale proves to be reliable, valid and goes beyond existing innovativeness scales.
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Accounting & Finance