Innovativeness: A test of an operational model

Mi Sook Weon, Purdue University

Abstract

Since about the mid-1960's there has been increasing interest in diffusion research among consumer researchers, especially that focused on innovations. Most consumer researchers have considered time of adoption as directly related to innovativeness as a personality trait. However, Midgley and Dowling (1978) suggested communication and complex situational effects intervene in the individual's innovativeness, and concluded that it was meaningless to ascribe any meaning to empirical correlations without a model of the processes intervening between trait innovativeness and innovative behavior. The purpose of the study was to construct an operational model of innovativeness and compare it to the Midgley and Dowling (1978) hypothetical model. Four hypotheses were formulated for the present study. One hundred and sixty nine Lafayette area residents contacted by means of a mailed survey served as subjects for the study. LISREL analysis was used to test the hypotheses of the study. The results suggested that: (1) there was no significant direct relationship between trait innovativeness and innovative behavior as predicted; (2) there was a significant indirect relationship between trait innovativeness and innovative behavior; (3) the significant intervening variables between trait innovativeness and innovative behavior were interest in product category, media exposure, and word of mouth; and (4) the sequence of intervening variables was interest in product category, media exposure, and word of mouth. The present investigation supports the theory which implies that innovative behavior as evidenced by the adoption of new products by an individual is exhibited through a process rather than as a direct effect of trait innovativeness. A model which includes intervening variables might help to provide a better means of prediction of innovative behavior. Therefore, it might be more desirable to consider intervening variables as a part of a multi-stage process in innovativeness research. Even though intervening variables were important for the process of innovativeness, most of the variables, except interest in product category, did not show significant effects on innovative behavior at the.05 probability level.

Degree

Ph.D.

Advisors

Schrank, Purdue University.

Subject Area

Marketing

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