Source of Publication
Cogent Business and Management
© 2019, © 2019 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license. Prior research on the impact of consumer innovativeness on new product purchase intentions experienced confusion about the definition of innovativeness and the interest in a specific domain. To fill the gaps, this study builds a new model to examine the multivariate effects of different variables on new product purchase intentions in general and the interplay between all latent variables. We tested a sample of 438 responses that reflect the perspectives of the public in the Emirate of Abu Dhabi, United Arab Emirates, by using partial least squares/structural equation modeling. Substantively, perceived value intercedes in the impact of consumer innovativeness on purchase intentions. Similarly, the learning process mediates the effect of consumer innovativeness on purchase intentions, whereas perceived value mediates the effect of the learning process on purchase intentions. Finally, the learning process and perceived value mediate the effect of consumer innovativeness on new product purchase intentions.
consumer innovativeness, learning process, new product purchase intention, perceived value
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Al-Jundi, Salem A.; Shuhaiber, Ahmed; and Augustine, Reshmi, "Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value" (2019). All Works. 1394.
Indexed in Scopus
Open Access Type
Gold: This publication is openly available in an open access journal/series