Zusammenfassung
This paper presents a new framework for thinking about the predictors of customer decision making with respect to the adoption of highly innovative products in the consumer durables market. Based on the optimum stimulation theory, a comprehensive model for customer behavior is presented, linking the internal predispositions of the individual to their external market perceptions. Empirical results ...
Zusammenfassung
This paper presents a new framework for thinking about the predictors of customer decision making with respect to the adoption of highly innovative products in the consumer durables market. Based on the optimum stimulation theory, a comprehensive model for customer behavior is presented, linking the internal predispositions of the individual to their external market perceptions. Empirical results suggest that moderating exogenous variables have significant effects on the preference of customers to adopt products with high degrees of innovation. A firm’s reputation and the price alteration rate within the market, in particular, were identified as strong influencing factors. For the considered exploratory tendencies, only a significant effect for risk taking was identified, whereas the effect of curiosity-motivated behavior only leads to the adoption of high degrees of innovation in the case of the customer having a high level of information.
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