Consumption Value, Consumer Innovativeness and New Product Adoption: Empirical Evidence from Vietnam

• 발행기관: 한국유통과학회
• 저자명: Chung Thi DU Thu Thi NGO Thi Van TRAN Ngoc Bich Tram NGUYEN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.3, 1275~1286쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.03.30

영문 초록

The purpose of this study is to employ the theory of consumption value and consumers’ innovative personality characteristics to explain the adoption of new personal electronics devices in Vietnamese market. This study adapts a quantitative survey-based approach to test hypotheses about relationship between consumption value, product specific innovativeness and new product adoption. The study uses a quantitative data set of 915 consumers who owned one mobile electronic device at least in Ho Chi Minh city, one of the biggest cities of Vietnam. The data was collected through personal interview and convenient sampling method. The conceptual model was tested using PLS structural equation model. The findings of this study suggest that both consumption value and product specific innovativeness influence the adoption of new electronic products. The results also reveal that product specific innovativeness mediates the relationship between consumption value and new product adoption. The study further identified that consumption value was taken as a second-order multidimensions construct with five components, namely functional value, epistemic value, economic value, social value and emotional value. As a result, the research suggests some implications to enhance marketers’ capabilities to develop strategies for launching new hi-tech products in an emerging market as Vietnam.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results and Discussion

5. Conclusions

References

키워드

Consumer Innovativeness Consumption Value Functional Value Hedonic Value New Product Adoption