Consumer-Based Perceived Innovativenes: the Big Seven

Jean Boisvert, American University of Sharjah, United Arab Emirates
This paper explores the evolving literature on consumer-perceived product innovativeness distinct from the personality trait. Product innovativeness has been addressed in the literature mostly from the firm’s perspective in spite of the key role consumers have in selecting new products among competitive offerings and in determining their success. In doing so, we find that the factors thought to underlie consumer-perceived product innovativeness are in need for clarification because of the amount of different findings found. The goal of this exploratory story is to identify the underlying factorial structure of the concept of consumer-based perceived innovativeness in order to establish a base for scale development. Preliminary findings show that a seven-factor solution emerged as meaningful and interpretable with a level of variance explained of 61.4%. The conclusion of our study proposes that a new scale be developed and tested across different types of product categories. This scale would then be used in future research on perceptions of innovative products.
[ to cite ]:
Jean Boisvert (2011) ,"Consumer-Based Perceived Innovativenes: the Big Seven", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.