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AbstrackExploring the determinants of adoption for a new product among adolescents
Kwangsu Kim, Ph.D.Associate Professor Jooseop Oh Although diffusion models have been extensively used to understand the adoption behaviors of new products, little research has examined the effects of interpersonal and mass communication along with the psychological characteristics of consumers. In a field study based on the purchase of a new type of cola, the authors demonstrate that the innovativeness consists of multi facets: avoidance of satiation, hedonism, and risk taking. It contributes to the formation of brand attitude among middle school students. Specifically, the findings confirm that the innovativeness, and attitudes toward word-of-mouth and advertising are major factors influencing the brand attitude. The innovativeness, however, does not contribute directly toward the trial of the new product. Finally, it has been found that the adoption has been determined by the brand awareness, brand attitude and the consumption pattern. These findings have implications for segmentation and communication strategies in introducing new products. key words: innovativeness, advertising, word-of-mouth, adoption of a new product |
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