An empirical investigation of the relationship between Temporal Orientation and Consumer Innovativeness in the case of purchase of a durable good

This study provides an empirical test of the relationship between Temporal Orientation (including Past-, Present-, and Future-Orientation) and the personal hedonist dimension of Consumer Innovativeness in the case of the purchase of a durable good. The review of the literature on the concepts of Temporal Orientation and purchase Innovativeness leads to the three following hypotheses: purchase Innovativeness is positively and significantly related to Future-Orientation (H1); it is not significantly related to Past-Orientation (H2); and it is significantly and positively associated with Present-Orientation (H3). In order to test these three hypotheses, a survey was conducted on a sample of 300 French consumers in the process of purchasing an audiovisual product. The empirical results led to accept H1 and H2 regarding the relationship between Purchase Innovativeness and respectively the Future and Past-Orientation. H3 concerning a significant and positive connection between purchase Innovativeness and Present-Orientation was rejected by the empirical data. Some managerial implications of this study are discussed.