Article1998

Theory and measurement of consumer innovativeness

Ronald Earl Goldsmith · François d’Hauteville · Leisa Reinecke Flynn

178 citations0/0 files storedEuropean Journal of Marketing

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Wine Industry and Tourism Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Market Dynamics

Abstract

Presents findings validating French and German versions of the domain specific innovativeness scale or DSI, which was designed to measure consumer innovativeness for a specific product category. The data came from self‐administered surveys of 409 consumers in three countries: the USA (n = 121), Germany (n = 113), and France (n = 175). The study participants completed a questionnaire asking them to describe their wine‐related attitudes and behaviours. Data analysis showed that the DSI was unidimensional, high in internal consistency, positively correlated as hypothesised with wine usage (criterion validity), positively correlated as hypothesised with knowledge of and involvement with wine and uncorrelated with opinion seeking for wine (nomological validity), and unaffected by social desirability and acquiescence response styles.

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References

2019Diffusion of Innovations 1 1983THE GLOBALIZATION OF MARKETS 1980Cross-Cultural Research Methods 1991Handbook of consumer behavior 1989A causal model of consumer involvement 1995Differential Effects of Subjective Knowledge, Objective Knowledge, and Usage Experience on Decision Making: An Exploratory Investigation

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