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| Tekijä: | Vandecasteele, B. Geuens, M. |
| Otsikko: | Motivated consumer innovativeness: concept, measurement, and validation |
| Lehti: | International Journal of Research in Marketing
2010 : DEC, VOL. 27:4, p. 308-318 |
| Asiasana: | motivation innovation CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | Purpose of this article is to validate a new consumer innovativeness scale that takes better account for multiple motivations for buying innovations. The study relies on literature review and five studies with total 2600 respondents. The article proposes four-dimensional Motivated Consumer Innovativeness (MCI) scale including functional, hedonic, social and cognitive dimensions. |
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