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Perceived product innovativeness has been addressed in the literature but most of time from the firm’s perspective, despite the key role consumers have in selecting new products among competitive offerings and in determining their success in the long run. Drawing upon previous research, our study identifies and tests four key antecedents and three main factors affecting the outcomes of consumer-based perceived product innovativeness. Based on samples drawn from the U.S. adult population, 3 separate studies, and the use of confirmatory factor analysis (CFA) and structural equation modeling (SEM), the statistical results reveal that those identified antecedents and outcomes denote a strong fit with the concept of consumer-based perceived product innovativeness. The findings contribute to the literature by closing an important gap in the current knowledge related to this important marketing construct and its applications in future studies. Theoretical and managerial implications are provided.

Toward a better understanding of the main antecedents and outcomes of consumer-based perceived product innovativeness