Suchergebnisse

Purpose
– Despite the importance of the diffusion of new products, there is not yet a single scale to measure consumer innovativeness and new product adoption behavior efficiently and effectively across countries. The purpose of this study is to examine the relationship between consumer innate innovativeness, vicarious innovativeness, domain specific innovativeness, the desire for unique consumer products, and the adoption of consumer electronic products across three countries in the Asia-Pacific region: Australia, China, and Taiwan.


Design/methodology/approach
– Data were collected through a survey in Melbourne, Australia, Shanghai, China and Taipei, Taiwan. The conceptual model was tested using structural equation modeling.


Findings
– This study finds that domain specific innovativeness primarily influences the adoption of such products across the three countries. The study further suggests that vicarious innovativeness affects Australians
'
new product adoption behavior. In contrast, the desire for unique consumer products is a predictor of new product adoption for customers with a Chinese cultural background. Surprisingly, the authors find that consumer innate innovativeness has a negative effect on vicarious innovativeness.


Research limitations/implications
– This study provides further insights into relationships between consumer innovativeness measures.


Practical implications
– This study enhances marketers
'
capabilities to develop various launching strategies in different countries and providing further insights into relationships between consumer innovativeness measures.


Originality/value
– This study highlights the importance of relationships among various types of consumer innovativeness in order to expand our understanding of relationships and approaches to measure innovativeness and adoption.

This study is elected to explore the connection between religiosity and new product adoption amongst Pakistani consumers. This paper sheds some light on measured effects of religiosity and the perceived ideologies of Pakistani's about proffered pharmaceutical products in the country. Total 500 respondents were involved in the study from (fourth largest city) Faisalabad through judgmental sampling to envisage the adoption pattern of Pakistani Muslim consumers. Here religiosity is taken as an independent variable and was analyzed in five dimensions: sacramental, rational, ideological, consequential, and Practical. Moreover new product development is signified as a dependent variable.Islamic tenets influence the adoption of new pharmaceutical products among Pakistani consumers as their attitude persuades adoption patterns that rely on religiosity. All possible substitutes within different dimensions were assessed to find out the most appropriate combination of dimensions which provided the output. Religion is an element of culture that permeates every aspect of a society and saturates the life of individuals whether one is a believer or a non-believer and cultural dimensions are very vibrant in a society, as religious doctrines shape a secure and stagnant pillar in the society. This paper will assist to highlight its significance and implications in product development related decisions of pharmaceutical industry with reference to the use (prescription/recommendation) of pharmaceutical products by Muslim patients (doctors).

Abstract

The study suggests an alternative conceptualization for understanding adoption behavior over time, based on Optimal Distinctiveness Theory. This theory states that social identity derives from a fundamental tension between human needs for validation and similarity to others—the need for assimilation—and a countervailing need for uniqueness and individuation—the need for differentiation. The present study proposes that the effect of the size of the group of consumers who have already adopted a new product on an individual consumer's decision to adopt this product is contingent upon the consumer's two predispositions: the need for assimilation and the need for distinctiveness. Results of empirical research suggested that differently perceived subgroup sizes fulfill consumers' dual needs for distinctiveness and assimilation differently. The influence of the adopters' group size on a consumer's decision to adopt a new product varied among individuals with different levels of needs for distinctiveness and assimilation: when need for distinctiveness was low, the higher was the need for assimilation and the larger was the perceived group size, the higher was the probability of adopting the product. When the need for distinctiveness was high, the lower was the need for assimilation and the larger was the perceived group size, the lower was the probability of adopting the product. In addition, when the need for both distinctiveness and assimilation were high, the probability of adopting the product rose as the perceived group size increased. Implications for product variation, marketing communication, and target groups are discussed.
Copyright © 2008 John Wiley & Sons, Ltd.