TITLE

THE LINK BETWEEN PERSONALITY, INNOVATIVENESS PREDISPOSITION, AND ADOPTION: A MODEL OF INTERNET PURCHASING

AUTHOR(S)
Stanton, Angela D'Auria; Stanton, Wilbur W.
PUB. DATE
January 2002
SOURCE
AMA Winter Educators' Conference Proceedings;2002, Vol. 13, p42
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Proceeding
ABSTRACT
The marketing literature suggests that a predisposition toward innovativeness may serve as a predictor of actual innovative behavior, especially within a given product domain. Past research has also shown relationships between a consumer's psychological traits (or personality characteristics) and innovative product/service adoption behavior. Previous studies, though, have left many gaps in this research stream. Although some research has examined the linkage between selected psychological constructs and innovative behavior, studies have typically only examined one or two personality variables at a time. Since consumers are more complex and are a composite of a myriad of traits, it is only appropriate that a variety of personality factors be examined concurrently. Research has also postulated that early adopters of new products and services have an innate innovativeness. That is, a psychological propensity to innovate, particularly in a specific product category. Yet, almost all of the studies to date, particularly those that marry innovativeness with personality traits, have focused solely on delineating which psychological variables best describe an innovator on a post-hoc basis (either based on a time-of-adoption or cross-sectional approach). A gap exists in determining the relationship between a consumer's psychological make-up and his or her innovative predisposition. Additionally, the empirical studies examining consumer innovativeness have typically lacked methodological rigor. This study addresses these issues through the use of a structural model which hypothesizes that (a) innovativeness predisposition is directly related to adoption behavior within a product class and (b) personality variables (specifically, fatalism, cognitive complexity and perceived risk) are directly related to innovativeness predisposition.
ACCESSION #
9863996

 

Related Articles

  • Behavior tracking can boost your ROI. Cramer, Lisa // B to B;9/28/2009, Vol. 94 Issue 12, p19 

    The article provides an answer to a question on how behavior tracking can help increase the return on investment (ROI) in e-mail marketing.

  • ...as we must continue to enrich our digital capability. Hart, Andy // Marketing Week;2/7/2013, p10 

    A letter to the editor is presented that concerns the use of technology by marketers, digital marketing, and the relationship between advertising and consumer behavior as of 2013.

  • Dedicate your energy to the online world, says paper.  // Marketing Week;2/18/2010, Vol. 33 Issue 8, p6 

    The article focuses on the Chartered Institute of Marketing report "Returns on Digital," which disclosed that in order to grasp consumer behavior in the Internet, marketers needs to spend more time online and observe this behavior.

  • GSK opens etail store to gain insight into shopping habits. O'Reilly, Lara // Marketing Week;9/16/2010, Vol. 33 Issue 38, p5 

    The article reports on the initiative of the pharmaceutical company GlaxoSmithKline to launch an electronic retail store as a way to understand the online shopping habits of consumers, and to improve the marketing of its products.

  • Recentering: A Time for Soul Searching. Keller, Edward B. // Brandweek;9/3/2001, Vol. 42 Issue 32, p13 

    Suggests ways on how to improve product marketing. Brand preferences of consumers; Importance of flexibility in dealing with consumers; Significance of the Internet in marketing.

  • We need to embrace co-creation strategy. Marshall, Richard // Precision Marketing;6/30/2006, Vol. 18 Issue 35, p14 

    The article comments on the marketing significance of co-creation strategy in Great Britain. The co-creation concept has been developed to tap into consumers' thoughts and opinions and help companies understand the context with which these consumers use the brand. It involves sharing information...

  • A LONGITUDINAL STUDY OF USAGE AND SATISFACTION LEVELS OF INTERNET SHOPPING BY COLLEGE STUDENTS. Stark, Jerrold; Meier, Robert // Journal of Computer Information Systems;Summer2001, Vol. 41 Issue 4, p65 

    Deals with a study which identified the change in student Internet purchases in the United States from 1998 through 2000. Review of literature; Methodology; Summary.

  • Content and consent boost e-mail marketing.  // Marketing Week;10/25/2001, Vol. 24 Issue 37, p52 

    Reports the willing participation of consumers in electronic mail marketing in Great Britain. Expression of high expectations toward quality and quantity of content; Way of maximizing return on investment; Reasons for the cancellation of electronic mail subscriptions.

  • Playing the Game. Johannes, Amy // Promo;Apr2006, Vol. 19 Issue 5, pAR15 

    The article reports on the use of interactive promotions such as: games, contests, and sweepstakes by marketers in the U.S. The Internet is dominating in the interactive brand campaign. The marketers opted for cyberspace because of its cost efficiency, fast data collection capabilities and...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics