Abstract

This paper aims at analyzing the influence of consumer innovativeness behavior on the purchasing adoption process of products sold on the internet. Through a theoretical framework, the Domain Specific Innovativeness (DSI) and New Involvement Profile (NIP) scales were used in the study. The research approach has a mixed methodology, having both qualitative and quantitative approaches. In the qualitative phase, two focus group were conducted, with the objective of aligning the scales with the main research focus, and in the quantitative phase, an online survey with 448 respondents was applied. Data processing was based on multiple linear regression and results shows that the construct of the consumer innovativeness behavior has an explanatory power (R²) of 59.8% relative to the purchasing adoption process by the consumer. The consumers with a stronger innovativeness behavior showed to have similar characteristics when it came to purchasing innovative electronic products, making it easier to lead them to consumption.

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