The Relative Influence of Consumer Innovativeness, Brand Loyalty, and Deal Proneness on New Product Adoption: A Direct Product Experience Study

When consumers are introduced to new products, they often undergo a complex decision making process. Adopting an approach-avoidance conflict framework, this study examines the influence of three consumer dispositions, specifically consumer innovativeness, brand loyalty, and deal proneness on the adoption of an innovative premium consumer product being marketed under a new brand name. A panel of 132 households comprising a total of 493 consumers participated in a one-week trial of the new product/brand during which both pre- and post- test data were collected. Hypotheses were tested using structural equation modeling and multiple-group analyses to assess the moderating effects of demographic characteristics. The pooled results reveal that deal proneness (an avoidance mechanism) has the strongest influence on new product adoption, which contradicted the initial hypothesis of a negative relationship. The next strongest influence on new product adoption is consumer innovativeness (an approach mechanism), in the hypothesized positive direction. Brand loyalty (an avoidance mechanism) has a moderate negative influence as hypothesized. These influences are consistent between older and younger, as well as male and female consumer groups. These findings offer important implications to marketers of new products and provide directions for future research.

並列關鍵字

consumer innovativeness ； brand loyalty ； deal proneness ； new product adoption

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