Impact of consumer innovativeness on risk and new product adoption: a moderating role of Indonesia’s demographic factors
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Received October 14, 2020;Accepted December 4, 2020;Published December 15, 2020
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Author(s)Link to ORCID Index: https://orcid.org/0000-0002-0274-5255Link to ORCID Index: https://orcid.org/0000-0002-3238-6468Link to ORCID Index: https://orcid.org/0000-0001-6441-2934
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DOIhttp://dx.doi.org/10.21511/im.16(4).2020.05
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Article InfoVolume 16 2020, Issue #4, pp. 48-61
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Consumer innovativeness is an important driver of economic progress and a country’s position in global competition. This study aims to examine the moderating effect of demographic factors of Indonesian consumers on the impact of consumer innovativeness on perceived risk and new product adoption. The type of research chosen is a causal comparative study by using online and offline survey methods. Data were obtained from a sample of 1,000 consumers from 31 provinces. The results showed that the demographic variable became a moderating variable for the impact of consumer innovativeness on new product adoption, but did not play a role in the influence of consumer innovativeness on credit-purchase risk perception. With regard to the influence of consumer innovativeness on credit-purchase risk perception, only social class has a significant effect as a moderating variable. As for the effect of consumer innovativeness on a new product adoption, the variables of marital status, occupation, income, and social class have significant effects. The social class variable consistently becomes a moderating one in both equations. The results of this study are useful for marketers to focus more specifically on their target markets, especially on the diffusion of new product innovations based on demographic characteristics.
Acknowledgment
PDUPT Research Grant by Ministry of Research and Technology of The Republic of Indonesia, 2019.
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JEL Classification (Paper profile tab)J19, O33, M39
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References71
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Tables2
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Figures0
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- Table 1. Indicators of variables
- Table A1. Moderating regression analysis test results
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Conceptualization
Anna Triwijayati
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Formal Analysis
Anna Triwijayati
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Methodology
Anna Triwijayati
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Software
Anna Triwijayati
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Supervision
Anna Triwijayati
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Validation
Anna Triwijayati
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Writing – original draft
Anna Triwijayati
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Writing – review & editing
Anna Triwijayati
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Data curation
Melany, Dian Wijayanti
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Investigation
Melany, Dian Wijayanti
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Project administration
Melany, Dian Wijayanti
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Resources
Melany, Dian Wijayanti
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Conceptualization
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