The generality/specificity issue in consumer innovativeness research

被引：140
作者：
Goldsmith, RE [1 ]
Freiden, JB [1 ]
Eastman, JK [1 ]
机构：
[1] VALDOSTA STATE COLL,VALDOSTA,GA 31601
来源：
TECHNOVATION | 1995年 / 15卷 / 10期
关键词：
D O I：
10.1016/0166-4972(95)99328-D
中图分类号：
T [工业技术];
学科分类号：
08 ;
摘要：
The purpose of the present study was to explore the role of personality in shaping consumer innovativeness by testing a model of the hierarchical relationships between a global (broad or abstract) personality trait, its domain-specific manifestation in a consumer context, and overt consumer behavior. A survey of 465 adult consumers measured global innovativeness, domain-specific innovativeness for two product categories (clothing and electronics) and self-reported purchase of new clothing and electronic items. Three hypotheses were tested. First, global innovativeness is more highly correlated with domain-specific innovativeness than it is with the purchase of new items. Second, domain-specific innovativeness is more highly correlated with the purchase of new items than is global innovativeness. Finally, the association between global innovativeness and new product purchase is mediated by domain-specific innovativeness. All three hypotheses were supported for both product categories.
引用
收藏
页码：601 / 612
页数：12
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