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5. ResultsA principal factor analysis was performed on these items, resulting in a three-factor structure. Four items were omitted due to either the low factor loadings or the low discriminating factor loadings among factors. <Table 1> shows the emerged three factors, named as avoidance of satiation, risk taking, and hedonism. This result supports the first hypothesis.
Since early adopters have usually been described as more impulsive, higher in achievement motivation, and ability to cope with uncertainty and risk(Rogers, 1983), the three-factor structure holds a face validity as the measure of innovativeness. The second hypothesis was examined by the regression model, employing both exposures to advertising and word-of-mouth as independent variables while using brand awareness as a dependent variable. The model explains 39.5% of the total variance in brand awareness, which is statistically significant. The beta coefficient of ad exposure is greater than that of word-of-mouth. As expected, both of advertising and word-of-mouth exposure are significantly related to brand awareness, providing support for the second hypothesis. The third hypothesis focuses on the determinants of brand attitude. The components of innovativeness are calculated as the mean of relevant items. The results, shown in Table 3, indicate that 42.7% of variance in brand attitude has been explained by the regression model. The beta coefficients report that the most important explanatory variable is attitude toward the word-of-mouth. Though attitude toward the advertising is also a significant indicator of brand attitude, it was less stronger than the effect of interpersonal communication.
It is also noted that brand attitude is determined by the two innovativeness factors, avoidance of satiation and hedonism. They are statistically significant at p < .05, confirming the role of innovativeness in forming brand attitude. Though one factor of innovativeness, risk taking, was not significant, these results partly support the third hypothesis. Finally, the fourth hypothesis predicts that brand awareness, brand attitude, and the amount of consumption are closely related to the adoption of the new product. The percentage of explained variance is 22.5% and the result of the regression shows that the latter two determinants are positive and significant. Brand attitude is the most influential determinant. No support, however, is found for the notion that brand awareness has a positive effect on the adoption because the beta coefficient of brand awareness is not significant. This may result from the strong correlation between brand awareness and brand attitude(r = .540, p < .001). But it would be also reasonable to assume that brand awareness is not enough to convince the consumers try a new product even though the product was a type of low involvement. In addition, it is found that the amount of cola consumption has a positive effect on the trial of a new product. As stated in the literature review, the high rate of consumption pattern is positively related to the adoption behavior. Based on these results, it can be concluded that the third hypothesis is partly supported. Alternative effect of innovativeness is examined by allowing direct paths between innovativeness factors and product trial. The direct paths, however, were not significant. It suggests that the effect of internal desire is mediated by brand attitude, confirming the proposed path between innovativeness and brand attitude.
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