Hedonic Consumption Mediating the Relationship between Consumer Psycho-Demographic Characteristics and Consumer Adoption of Innovation

International Journal of Business Administration and Management Research

View Publication Info
 
 
Field Value
 
Title Hedonic Consumption Mediating the Relationship between Consumer Psycho-Demographic Characteristics and Consumer Adoption of Innovation
 
Creator Borsaly, Azza El
 
Description Abstract--The study explores how consumers react differently when companies introduce new products. The study focus on the hedonic consumption as an approach for consumer behavior. It examines the demographic and psychographic characteristics that illustrate consumer hedonic consumption. The study employs VALS framework to understand consumer reaction and propensity to innovation and  adopts Rogers' five steps framework (1) to clarify consumer adoption to innovation. The statistical sample consists of 420 UAE consumers  drawn randomly from the market and universities and colleges. The results indicate that some demographic and psychographic characteristics have significant relationship with consumer hedonic consumption and new product adoption.
 
Publisher Research Plus Journals
 
Date 2017-03-29
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
application/pdf
 
Identifier http://researchplusjournals.com/index.php/IJBAMR/article/view/249
10.24178/ijbamr.2017.3.1.41
 
Source International Journal of Business Administration and Management Research; Vol 3 No 1 (2017): International Journal of Business Administration and Management Research; 41-45
2412-4346
 
Language eng
 
Relation http://researchplusjournals.com/index.php/IJBAMR/article/view/249/464
http://researchplusjournals.com/index.php/IJBAMR/article/view/249/465
 

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