Measuring Consumer Innovativeness: Identifying Innovators among Consumers of Modern Technologies
Measuring Consumer Innovativeness: Identifying Innovators among Consumers of Modern Technologies
Author(s): Jana FilováSubject(s): Marketing / Advertising, ICT Information and Communications Technologies
Published by: Vysoká škola ekonomická v Praze - Fakulta podnikohospodářská
Keywords: Adopter categorization; online research; consumer innovativeness; measurement of innovativeness; self-report scale;
Summary/Abstract: The methods currently used in innovation marketing research are focused on the late phases of the innovation process and are usually methodologically complex. This limits their practical impact. The presented work aims to create a simple self-report scale applicable in the initial and late phases of the innovation process, highly modular and suitable for a wide range of research. The main battery of questions was inspired by the adopter categorization by Rogers. The questions determine both (1) general characteristics of innovation adopters and (2) their relationship to a specific innovation. The scale was tested during robust longitudinal online research, thematically focused on users of modern technologies. A representative sample of 4,000 Internet users in the Czech Republic took part in the survey from 2013 to 2015. The result is a new self-report scale measuring consumer innovativeness applicable for prototyping, strategic decisions and effective communication of innovations to consumers.
Journal: Central European Business Review
- Issue Year: 4/2015
- Issue No: 4
- Page Range: 18-29
- Page Count: 12
- Language: English
