A structural look at consumer innovativeness and self‐congruence in new product purchases

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Abstract
Consumer innovativeness and new product purchasing literatures are replete with solid yet unrelated theories that have not been considered simultaneously as part of a larger psychological framework. This oversight limits the ability of practitioners to effectively target the valuable consumer innovators market segment. In this study, an approach/avoidance framework of new product purchase intentions is discussed and empirically tested via structural equation modeling. Consumer innovativeness, self‐congruence, and satisfaction play the role of approach mechanisms, while perceived risk acts as an avoidance mechanism. The authors combine a set of related yet disconnected theories, while suggesting a means of appealing to consumer innovators through a specific form of self‐congruence. A sample of 741 students is employed to examine these issues. Several notable findings are highlighted, including verification of indirect relationships between the independent variables and behavioral intent. Model fit is excellent and results are consistent across the handheld devices, home entertainment, and music industries.

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