A Structural Look At Consumer Innovativeness and Self-Congruence in New Product Purchases

Kelly Cowart, PhD Student, USA
Gavin Fox, PhD Student, USA
Andrew Wilson, PhD Student, USA
Consumer innovativeness and product satisfaction literature is replete with solid, yet unrelated theories that have not been considered simultaneously. This oversight has limited the ability of practitioners to effectively target a valuable market segment, consumer innovators. In this study, structural equation modeling is used to empirically test existing concepts of innovativeness, self-congruence, satisfaction, perceived risk, and behavioral intention. It attempts to combine the disconnected theories, while suggesting a means of appealing to consumer innovators. A sample of 555 students is employed to examine these issues. Several notable findings are highlighted including verification of the indirect relationships between the independent variables and behavioral intent. Model fit is excellent and results are consistent across the music and home entertainment industries.
[ to cite ]:
Kelly Cowart, Gavin Fox, and Andrew Wilson (2007) ,"A Structural Look At Consumer Innovativeness and Self-Congruence in New Product Purchases", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 517-518.