Role of Innovativeness of Consumer in Relationship between Perceived Attributes of New Products and Intention to Adopt

According to the literature, the two key factors that govern consumers’ adoption of innovative products are perceived product attributes and consumer traits. An IT product, iPad, is considered in a case study of how consumer innovativeness and new product attributes affect consumers’ intentions to adopt. The investigation also discusses the effect of consumer innovativeness on the relationship between new product attributes and adoption intentions. Consumer innovativeness and perceived new product attributes are found to influence the adoption of new products, and consumer innovativeness is found moderately to affect the relationships between perceived new production attributes and consumers’ adoption intentions.