Central European Business Review 2015, 4(4):18-29

Measuring Consumer Innovativeness: Identifying Innovators among Consumers of Modern Technologies

Jana Filová
Bc. Jana Filová, MSc, Consultant, External Ph.D. Student, Faculty of Business Administration, University of Economics, Prague, nám. W. Churchilla 4, 130 67 Prague 3, ČR, jana lova.com@gmail.com

The methods currently used in innovation marketing research are focused on the late phases of the innovation process and are usually methodologically complex. This limits their practical impact. The presented work aims to create a simple self-report scale applicable in the initial and late phases of the innovation process, highly modular and suitable for a wide range of research. The main battery of questions was inspired by the adopter categorization by Rogers. The questions determine both (1) general characteristics of innovation adopters and (2) their relationship to a specific innovation. The scale was tested during robust longitudinal online research, thematically focused on users of modern technologies. A representative sample of 4,000 Internet users in the Czech Republic took part in the survey from 2013 to 2015. The result is a new self-report scale measuring consumer innovativeness applicable for prototyping, strategic decisions and effective communication of innovations to consumers.

Keywords: Adopter categorization; online research; consumer innovativeness; measurement of innovativeness; self-report scale
JEL classification: M31, O32

Received: September 5, 2015; Revised: November 29, 2015; Published: December 31, 2015  Show citation

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Filová, J. (2015). Measuring Consumer Innovativeness: Identifying Innovators among Consumers of Modern Technologies. Central European Business Review, 4(4), 18-29
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