An empirical study of innate consumer innovativeness, personal characteristics, and new-product adoption behavior

  • Subin Im
  • Barry L. Bayus
  • Charlotte H. Mason


This article explores the relationships between innate consumer innovativeness, personal characteristics, and new-product adoption behavior. To do this, the authors analyze cross-sectional data from a household panel using a structural equation modeling approach. They also test for potential moderating effects using a two-stage least square estimation procedure. They find that the personal characteristics of age and income are stronger predictors of new-product ownership in the consumer electronics category than innate consumer innovativeness as a generalized personality trait. The authors also find that personal characteristics neither influence innate consumer innovativeness nor moderate the relationship between innate consumer innovativeness and new-product adoption behavior.


Purchase Intention Adoption Behavior Consumer Electronic Product Market Science Winter Consumer Innovativeness 
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Copyright information

© Academy of Marketing Science 2003

Authors and Affiliations

  • Subin Im
    • 1
  • Barry L. Bayus
    • 2
  • Charlotte H. Mason
    • 2
  1. 1.San Francisco State UniversitySan FranciscoUSA
  2. 2.University of North Carolina at Chapel HillChapel HillUSA

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